Activision Introduces New Brand Identity For Action Sports Game Lineup At E3 Expo

Reinforcing its position as an innovative leader in the action sports category, Activision, Inc. (Nasdaq: ATVI) today introduced its Activision O2 brand identity and logo at the 2001 Electronic Entertainment Expo in Los Angeles, CA. Activision O2 is the umbrella brand for the company's entire line of action sports games. The first title to launch under the Activision O2 brand name will be Mat Hoffman's Pro BMX in May 2001.

The Activision O2 brand personifies the gravity defying philosophy of action sports athletes who go big by continually pushing their physical capabilities to the limit. The O2 name was derived from the chemical formula for oxygen. The brand identity was conceived around the idea of catching "big air" and was designed to appeal to both game and action sports enthusiasts.

"The introduction of Activision O2 further strengthens the company's position as a leading developer of compelling action sports games," states Kathy Vrabeck, executive vice president of worldwide publishing and global brand management, Activision, Inc. "The brand underscores our commitment to consumers by providing us with a clearer and stronger voice in the marketplace -- a voice that more accurately reflects the innovations we have and will continue to bring to the category. Activision also reinforces the company's goal of continuing to build on the category that we pioneered with the best-selling action sports franchise to date, Tony Hawk's Pro Skater."

Activision's new brand initiative is being launched with an integrated marketing campaign that includes tags on TV, print and online advertisements, in-store collateral materials, athlete and event sponsorships, cross-promotional in-game branding and an accompanying Web site.

"Our marketing campaign is designed to reflect the high quality gameplay experience and no-limits attitude that Activision's action sports lineup represents," Vrabeck added. "We believe that this campaign will capture the authenticity, innovation and spirit of the lifestyle that consumers associate with our action sports titles."

Upcoming games that will display the Activision O2 label include Tony Hawk's Pro Skater 2 for the Nintendo® 64 and Game Boy Advance; Tony Hawk's Pro Skater 2x for the Xbox video game system from Microsoft; Tony Hawk's Pro Skater 3 for the PlayStation game console, PlayStation 2 computer entertainment system, Xbox, Game Boy Advance and PC; Shaun Palmer's Pro Snowboarder for the PlayStation®2 computer entertainment system, Game Boy Color and Game Boy® Advance; Mat Hoffman's Pro BMX for the PlayStation® game console and Game Boy® Color; and Kelly Slater's Pro Surfer for the PlayStation 2 computer entertainment system and the Xbox.