Activision CEO Bobby Kotick appears to be attempting to get the gaming community back on side, if his comments during a recent keynote at the 2010 DICE Summit in Las Vegas are anything to go by.
The Activision boss has set gaming forums alight in the recent past with what were apparently meant to be "humorous" comments about taking the fun out of game development and raising software prices.
But, somewhat refreshingly, he took a light hearted tone during his DICE speech and acknowledged that some of those remarks made him sound like a knob. You see, they were all actually about Activision striving for greatness, reports Kotaku.
"Sometimes that commitment to excellence, well, you can come across as being like a dick. And when I say things like 'taking the fun out of making video games,' it was a line that has been often-quoted lately, but it was a line I used for investors.
"It was mainly because I wanted to somehow come across in a humorous way that we were responsible, in the way we made our games in that it wasn't some wild west, lack of process exercise and that we really did give some thought to the capital being used to provide a return of investment to shareholders."
And he also reckons he's not the big, bad executive type he's sometimes painted out to be. In fact, he joked, he's more Luke Skywalker than Darth Vader.
"I don't know how this happened, but all my life I was the rebel flying the Millennium Falcon or the X-Wing fighter and suddenly I wake up and I'm on board the Death Star," Kotick said.