Call of Duty: Black Ops shattered the five-day sales record, generating $650 million worldwide, and part of the game's success likely can be attributed to heavy marketing. The most prominent ad featuring Rolling Stones' "Gimme Shelter" and stars like Kobe Bryant was mostly embraced by gamers, but some TV networks, like ESPN found the commercial to be completely inappropriate.
In a recent interview, IndustryGamers asked Activision Publishing CEO Eric Hirshberg, an advertising expert who previously helped Sony craft the Kevin Butler campaign, about the ad and the controversy surrounding it. Hirshberg is none too pleased with the TV networks like ESPN. He also feels that video games are still not given the respect they deserve.