So the next year ,Kotick raised $40 million through a stock offering, moved the company (rechristened Activision) from Silicon Valley to Los Angeles, and began to recruit the people who could furnish the resources that he needed most-creative expertise and a share of the passion that its customers brought to the video-game industry. Activision , he promised prospective developers, would not managc its human resources the way that EA did: EA, he argued, “has commoditized development. We won’t absorb you into a big Death Star culture. ”