Former Activision Blizzard CEO Reflects on Troubled Acquisition

In a recent interview, Bobby Kotick, the former CEO of Activision Blizzard, reminisced about his tenure in the video game industry. While discussing various acquisitions made by the company, he struggled to recall the name of a once-renowned British studio that Activision acquired in 2007. This moment of forgetfulness has sparked debate among fans and industry insiders alike, especially given the eventual closure of this studio just three years later. The acquisition, which Kotick now describes as problematic, highlights the challenges faced by major corporations when integrating smaller studios into their operations.

Bizarre Creations: A Studio Forgotten Too Soon

In the heart of Liverpool, during the early 2000s, a studio known for its innovative racing games and unique titles was making waves in the gaming world. Bizarre Creations, responsible for critically acclaimed titles such as Project Gotham Racing and Blur, caught the attention of Activision. In 2007, the American entertainment giant acquired the studio for a reported $67.4 million. However, what initially seemed like a promising partnership soon turned sour.

After the acquisition, Bizarre Creations continued to produce games, including Geometry Wars: Retro Evolved 2 and James Bond 007: Blood Stone. Despite these efforts, the studio's most ambitious project, Blur, failed to meet commercial expectations. By 2010, Activision decided to close Bizarre Creations, citing financial losses and strategic misalignment.

Kotick's recent comments on the Grit podcast shed light on the difficulties encountered during this period. He praised Brian Woodhouse, the studio head, for his strategic planning but ultimately deemed the acquisition a costly mistake. "It violated all our principles," Kotick remarked, emphasizing the significant financial write-off and the lessons learned from this experience.

The closure of Bizarre Creations remains a poignant reminder of the risks involved in corporate acquisitions within the volatile gaming industry. Fans of the studio continue to mourn its loss, while industry observers reflect on the importance of cultural fit and long-term vision in mergers and acquisitions.

From a journalistic perspective, this case underscores the need for thorough due diligence and careful consideration of a studio's unique identity before any acquisition. It serves as a cautionary tale for both large corporations and smaller developers, highlighting the delicate balance between ambition and practicality in the fast-paced world of video game development.