"If I know horrible things are being said, and I want to be part of that discussion, well, the haters are not going to come to my doorstep," Amrich said to GamePro. "If I want real honesty -- and I do -- if I want to really find out why people feel so strongly about the things that Activision does and the things that Bobby Kotick says -- well, I think I have to go to the source."

In the , Amrich discusses many of the company's recent missteps, including the overload of Guitar Hero games, , and the company's biggest calamity--its . Over 20-plus posts, Amrich concedes that Activision isn't perfect, and a handful of the company's detractors are presented with a different perspective of gaming's current "evil empire." The end result may not end up making a large difference in the grand scale of profits and public opinion, but it does mark a pretty new move in social media -- engaging the opposition on their own turf.

Much like how and serve as conduits between their companies and its community, Amrich does engage in fan outreach with his Activision "information nexus" and its affiliated and pages. That's ultimately where he hopes his focus remains, as he told GamePro "I don't want to spend the whole time dwelling on the negatives with people who just like to yell and scream." He realizes, however, that his company is in a unique position, making his occupation similarly unique.

"I don't think other game companies have as bad an image as Activision does right now," Amrich explained. "And as such, I'm willing to take those risks and dive into the awkward situations. It's certainly not going to get better on its own. I'd rather be the guy who is at least trying to offer that olive branch and make it a discussion, not a torch and pitchfork parade."