Activision Blizzard, the new company formed by a merger between Activision and Vivendi, has revealed that it will be making new games in franchises like Call of Duty and Guitar Hero "on an annual basis".
It's a move that sounds a lot like rival publishing behemoth EA's strategy of pumping out new versions of its core titles every year. EA has been criticised by some gamers for focusing on this model of publishing over high quality new games.
Speaking in a conference call today, Robert Kotick, chairman and CEO of Activision, said: "You can expect virtually every one of those properties (its 10 multi-million unit-selling franchises) will be exploited on an annual or close to annual basis."
So we can expect a new Call of Duty, Guitar Hero and Tony Hawk's game at least close to every year from now on.
When the deal was announced, Activision and Blizzard said they will form "the world's most profitable games business" in a deal worth $18.8bn (£9.15bn).
We've already has a look at the deal and cast our critical eye over whether it will have any effect on the games we all love from both companies, including CoD, Guitar Hero and Tony Hawk's from Activision and Warcraft, StarCraft and Diablo from Blizzard.
Earlier today we were the first to bring you the news that Call of Duty 5 and Guitar Hero 4 are already in the pipeline, the information tucked away in a fact sheet on the deal.