Activision Publishing CEO Mike Griffith has revealed that they have now set their sights on breaking into the action genre with a brand new IP. Details about the IP are still scarce, but Griffith did share with Develop why Activision, which has become decidedly restrictive when it comes to new IP, made the decision. I bet you guys can guess why.

The rivalry continues. Nintendo's Wii may be top of the charts, but Activision CEO Mike Griffith expects the PS3 to see more growth than the Xbox 360 in the Western Hemisphere during 2008. More in the full article.

According to Activision Publishing CEO Mike Griffith, here will be an increased focus on downloadable content in Call of Duty: World at War (PS3, Xbox 360, PC, Wii, DS). To further "increase online monetization", Activision is also planning premium content like the "Day One Advantage" promo. More in the full article.

In the video game industry, it's important not to rest on one's laurels. Activision probably knows this. In spite of the fact that its Q4 and fiscal year 2008 financial reports have shown encouraging results, the company is already planning its next ventures in the near future. This was evident in the company's recent conference call. More lucrative news follows after the jump.

In order to extend its success to 2008, Activision has several plans and a healthy line-up of games. Among its steps to make more money is innovating with Tony Hawk's Pro Skater to compete against Electronic Arts' successful Skate. Learn more about this at the full article.