Games today are many things. They are interactive stories, competitive arenas, and sprawling adventures. But to Activision, these elements come together to become “relationships” with consumers.

Activision might call this an explosive relationship.

“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.