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ACTIVISION PUBLISHING’S RAPALA PRO BASS FISHING AVAILABLE NOW FOR iPhone AND iPad

MINNEAPOLIS, MN – October 1, 2010 – Activision Publishing, Inc. (Nasdaq: ATVI) and Rapala, the world’s leading fishing brand, announced today that Rapala Pro Bass Fishing is out now for iPhone and iPad and can be downloaded from the App Store for $4.99. The first fishing title for iPad and iPhone to focus on pro competition, Rapala Pro Bass Fishing sets a new standard for visual polish and real world detail for the genre.

Players will take on some of the fishing world’s top anglers as they cast their way into the pro tour with over 25 tournament events throughout the United States. With Rapala Pro Bass Fishing’s fully integrated motion controls, fishing fanatics will feel smooth casts, the impact of the strike and the struggle of the fight against over 20 trophy species of fish. The entertaining TV-style presentation includes commentary (from the likes of Barry Brueland, the voice of InFisherman TV), live updates, cinematics and heart-pounding weigh-ins. The more casual free fishing mode offers the ability to practice for tournaments and experiment with the unparalleled lineup of officially licensed professional gear from Rapala.

As an added bonus, the iPad version lets two players go head-to-head on one iPad for some dueling angler action. Challenge your friends to a variety of arcade-mode challenges and see who comes out on top. Additionally, no fisherman would be complete without bragging rights, so all top scores can be posted to Facebook.

“There have been plenty of fishing games released on the App Store, but nothing comes close to Rapala Pro Bass Fishing,” said David Oxford, Activision Publishing. “This is the first time thrilling tournament style fishing has come to the iPhone and iPad, and we’ve captured every detail of live fishing competition.”

Rapala Pro Bass Fishing is available now on the App Store for $4.99 for iPhone and iPad. For more information, please visit www.RapalaFishingGames.com.

Screen shots and final information after the break.

iPad Screenshots

Be a Winner with RPBF

Catch the Big one…

Find the best spot….

Wait… wait… got it…

Go Head-to-Head on the iPad with a friend… with Dual game option for iPad.

iPhone Screenshots

About Rapala

Rapala is a leading fishing tackle company and the global market leader in the fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories. The Group has its own distribution companies in all the main markets and the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia and China. The Group brand portfolio includes the leading brands in the industry, Rapala, and other global brands like VMC, Storm, Blue Fox, Luhr Jensen, Williamson, Terminator, Trigger X, Sufix and Marttiini. The Group, with net sales of EUR 242 million in 2007, employs more than 4,000 people in 30 countries.

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com.