FOR IMMEDATE RELEASE

ACTIVISION SIGNS INTERACTIVE PUBLISHING DEAL FOR WEAKEST LINK WITH BBC MULTIMEDIA

Santa Monica, CA - April 17, 2001 -- Activision, Inc. (Nasdaq: ATVI) has signed a deal with BBC Multimedia to license certain interactive publishing rights for BBC ONE's The Weakest Link.

Under the terms of the deal, Activision has acquired the worldwide rights to develop, publish and distribute interactive games based on The Weakest Link for the PC and console platforms. The game will be rolled out internationally to coincide with the show's sale to other countries by BBC Worldwide.

A top-rated television show in the U.K., The Weakest Link gives contestants the challenge of working together to acquire a pool of money before the end of each round. Once the round is completed, each contestant must vote one team member out of the competition in an aggressive survival-style format until only one contestant remains.

One of the BBC's hottest new properties, ratings for the television show have been steadily climbing garnering a larger audience share than other programs in this genre. Figures revealed that The Weakest Link's final round on February 12, 2001 pulled 39% of the TV audience in the U.K. BBC ONE's controller, Lorraine Heggessey, said that the strong ratings confirmed the show's popularity.

The Weakest Link will be available on PC CD-ROM, the PlayStationÒ 2 computer entertainment console and PlayStationÒ game console later this year, with the first titles expected to ship in October in the U.K. The deal also grants Activision options for other platforms including the Xbox™ video game console from MicrosoftÒ, and the NintendoÒ Game BoyÒ Advance, Nintendo GAMECUBEÒ, Nintendo Game BoyÒ Color and Nintendo 64 video game systems.

Ron Doornink, President and COO, Activision, Inc. states, "We are very excited to team up with such a renowned partner as BBC Worldwide to develop one of its top brands into interactive games. Activision's success in building mass-market brands and our international strength makes us an ideal partner for BBC Worldwide. We will recreate the thrill of being a contestant on The Weakest Link by allowing players to face off against other opponents and experience the biting wit of Anne Robinson from the comfort of their own living room."

"This announcement comes on the heels of the tremendous success that BBC Worldwide has had in selling the format of The Weakest Link game show to other countries," commented Dave Lee, Director of BBC Multimedia. "There was intense competition to secure a licensing deal with the BBC for this great brand. Activision is a solid international company that has demonstrated to us that it is able to meet the challenges associated with launching one of our premier properties. We are confident that they can develop quality games based around our brand for the approved PC and console formats."

Broadcast in the U.K. on BBC ONE and BBC TWO in late afternoon and primetime slots, The Weakest Link has attracted over eight million viewers. The show's brusque host, Anne Robinson, has become a household name in the UK with her new catch phrases and sharp commentary. Robinson aggressively exposes contestants' weaknesses throughout the program. The show has become a part of British pop culture and spawned the new catchphrases "You are the weakest link, goodbye" and "It's time to vote off the weakest link".

Outside the UK, BBC Worldwide has concluded deals in the U.S. and in Australia where the show commenced transmission in February. In addition, BBC Worldwide is working with BBC Production and local broadcasters to recreate the television series in France, Italy, Holland, Germany, Belgium, Turkey, Israel, Portugal and India and is also in talks with broadcasters in a number of other territories.

Notes to Editors:

BBC Multimedia, part of BBC Worldwide, creates interactive products with an emphasis on fun, learning, creativity and the quality the BBC is renowned for. BBC Multimedia produces entertainment, children's and reference CD-ROMs, PlayStation and Game Boy Color titles for the whole family. You can find out more about its catalogue of titles on the BBC Multimedia website located at http://www.bbcmultimedia.com - visitors can also buy titles from the range at this website.

BBC Worldwide, the commercial arm of the BBC, generates income to support the UK license fee by marketing program-related products and services around the world. It is self-funding and exists to provide supplementary funding for the BBC's public services. In 1999/00, BBC Worldwide provided cash flow to the BBC of £82 million. Its ambition is to quadruple cash flow to the BBC during the current Charter period. BBC Worldwide is financially separate from the rest of the BBC and receives no public funding.

About Activision: Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted revenues of $572 million for the fiscal year ended March 31, 2000.

Activision maintains operations in the US, Canada, the United Kingdom, France, Germany, Japan, Australia, and the Netherlands. More information about Activision and its products can be found on the company's World Wide Web site, which is located at http://www.activision.com.