Activision's controversy-courting CEO Bobby Kotick has stressed how much he cares about what gamers have to say about the publisher's products.
Speaking at San Francisco's Web 2.0 Summit, as reported by Gamastura, Kotick said, "I think [listening to customers] matters more now than ever before... because you have incredibly passionate and vocal consumers, and they are really thoughtful and articulate about what they would like to see in a game, how you can enhance the experience.
"So if you take the time and actually listen to what your customers have to say, you are going to create much better experiences."
Kotick cited World of Warcraft developer Blizzard's 2,000 strong customer support team as a great example of this strategy.
He then went on to explain the other pillar of the publisher's current core ethos: patience.
"I would say that one of the great benefits of the merger of Activision and Blizzard is the elevation of patience," he said.
"Partly because we have the financial resources to do it, but we're now in a place where we can really take the time to make sure that we're going to deliver the best games. And that's an incredible luxury.
"You have to instill that value into the culture. Blizzard has that as a unique value of the culture, and it's now been very well-instilled across all of Activision Blizzard. Patience is rewarded."