Last week publishing CEO Eric Hirshberg spoke openly of his team's effort to turn "lemons into lemonade" by building on the leak and transforming it into a marketing win for the company, but in a memo obtained by Giant Bomb he admitted Activision had been "lucky" that the security breach occurred so close to the planned reveal date.
"We were lucky in that we were very close to our scheduled reveal date, and therefore, we had a number of assets that had not yet been released, but were ready to go," he said in Activision's first company-wide internal acknowledgement of the leak.
"When it came to light that we had suffered a significant security breach, it became clear that a leak of this size had the potential to throw our launch off of its schedule, or worse, blunt its momentum. As a company, we needed... to deal with the fact that, like it or not, our launch had just begun."
Hirshberg continued: "Instead of panicking, we took the fire of interest that had been started by the leak, and poured gasoline on it. Through Facebook, YouTube and Twitter, we released our four teasers (which were not scheduled to launch for another week) onto the web.
"With equal agility, our worldwide sales organizations managed to put both the retail and .com presale programs and assets into launch mode in no-time flat. Everybody involved delivered under pressure.
"Perhaps, most importantly, we migrated the dialogue from one that was between our players and the leakers, to one between our players and us."
According to Hirshberg, "pre-sales for MW3 are off to an amazing start". He also said Activision expects its investigation into the leak to be "resolved quickly".