Activision Blizzard has told shareholders it doesn't have an ego problem, and assured them it "constantly" studies its competitors for ways to improve.
Speaking at the BMO Digital Entertainment Conference, COO Thomas Tippl said the publisher frequently looks to re-apply other companies' good practices - but wouldn't name specific rivals it looks at.
"While we are today, we believe by any objective measure, the clear industry leader, there's no room for complacency at Activision Blizzard," he said.
"We constantly look around. We look at our competitors but also - and maybe even more importantly - we look at other media companies, other online companies, companies in places like China and Korea and see what they do best."