The audience for 'World of Warcraft' is a pretty committed group of players.

We don't view the App Store as a really big opportunity for dedicated games.

We've always operated under the belief that you could run a video game business as professionally as you could run a consumer packaged goods business, and you wouldn't diminish creativity.

I'm not really a music person.

You put some things out there. Some work, some don't, and then one really takes off, and that pays for your failures. Then you go on to the next one.

It's very easy to criticize the CEO of the market leader.

I never studied business. It's either in your DNA, or it isn't.

What I'm good at is making sure we have the best resources, the best talent, the best marketing, and the best access to distribution.

When I got to Activision, it was like a carnival. They had a recycling container filled with cans and a sign over it that said 'Activision Takeover Defense Fund.' Activision was making games based on passion and gut instinct. We needed to develop games based on P&L statements and what was going to sell.

I just don't want to pay taxes.

One of the reasons the games business has become more popular and more broadly appealing is that it's gone from this very solitary experience to this very social experience.

I think the reason why video games are more popular as entertainment in difficult economies is that the cost per hour of video games is lower than any other form of entertainment.

In the mid 1980s, video games as an industry had lost its way a bit. Atari had collapsed. There was this widespread collective belief that it was because video games were a fad.

I think Steve Wynn, who was like my mentor and a second father, has been a great inspiration. He's a great mentor because he's a guy who's had great business success but also has always been driven by creativity - and inspired creativity.

Very early on, when I was in my twenties, Steve Jobs convinced me to quit college. He talked to me after I had spent about a year in Michigan studying the history of art.

I've been very, very lucky because I've had so many great mentors.

I think running Apple is a great job, but it suits Steve Jobs so well. I wouldn't want to be the person that ran Apple after Steve, but he has a great job.

If you talk to people about the history of the games business during economic downturns, they'll tell you that it's a recession-proof industry.

If I go play 'Modern Warfare,' I'll find a hundred different things I'd like done differently. And I don't have the discipline to not express my opinion.

I really like video games, and that passion has never really gone away.

Most people play games alone, against the machine. But if you're playing against a real person, it's going to be that much more fun.

I ran a hot-dog-and-soda stand at Little League, and I started a business planning parties in high school.

It's about really being considerate of the culture in the game studios that Activision buys. That's the biggest difference between us and any of our competitors.

Treyarch contributed so significantly to the multiplayer technology that's in 'Modern Warfare 2,' and they didn't really get the credit for that.