It’s Emperor Palpatine himself, Mr. Robert Kotick, CEO of Activision. While being a pioneer of creating franchises, Mr. Kotick also uses about three of those and sticks to them forever. Just look at Call of Duty, Tony Hawk, and of course, Guitar Hero. Bobby also has an interesting view on how to develop games:

"We have a real culture of thrift. The goal that I had in bringing a lot of the packaged-goods folks into Activision about 10 years ago was to take all the fun out of making video games." (1UP.com)

Now why is Activision so unpopular in the industry again?