"We looked every which way to figure out how to participate in what Blizzard had created," said Kotick, "We couldn't find a way to duplicate it, but we could acquire the expertise." That would usually mean finding young talent that's successfully run a few massively multiplayer online games, like Three Rings. Instead Kotick turned to Blizzard, with its one-trick pony — hopefully for Kotick, it won't be going out to pasture any time soon.