Likely the most anticipated, most talked about presentation at DICE 2010 was a keynote speech by Activision CEO Bobby Kotick, a guy who doesn't have a whole lot of fans in video games.
But he came to DICE with the clear goal of imparting his passion for video games. The problem? He doesn't play them. Kotick has previously admitted he doesn't really play video games anymore and tried to explain the reason he doesn't play video games: addiction.
"I'm a single dad and I have three daughters and you could probably tell when I was walking out I don't really have the physique of a marathon runner," said Kotick. "I like to eat. I would pretty much say it's an addiction."
Kotick then tried to explain how he's in charge of the most powerful video game publisher in the world...but he doesn't even play or greenlight the products that make it successful.
"It got me thinking that trying to explain what it was like in the early days, in the 80s, when I used to play video games, [and today it] would have caused me to have the same kind of inability to control my behavior," he said. "I still have callusess from Defender. I play from time to time, but the nature of my personality is such that if I was regularly playing Modern Warfare 2, I would not be able to stop it. It would be at the expense at all my regular responsibilities."
His shareholders certainly don't seem to mind.