"Games are different because they're not disposable; they're not one time. They really are relationships," Hirshberg told Venturebeat.
Hirshberg also noted that he believes consumer interaction with games today is similar to the way in which a person might enjoy a particular hobby or sport.
"The way you interact with a game has much more in common with the way you interact with a sport that you love or a hobby that you love...that's ongoing and long lasting...than with how you watch a movie, which you do for two hours and then you move on."
Activision had a strong 2011. It published the biggest game of the year, Call of Duty: Modern Warfare 3, and also launched Skylanders: Spyro's Adventure, selling over 20 million toys for it along the way. These efforts helped Activision post over $1 billion in profit during the year, its highest mark ever.