Activision shelves Guitar Hero due to poor consumer interest
Guitar Hero axed ahead of 2011 release
Activision has announced it is to bring the curtain down on its Guitar Hero franchise with the scheduled 2011 release shelved due to a reported lack of consumer demand.
Once a massive hit, Guitar Hero and the music gaming genre has waned in recent times with new, original direction lacking from title updates and failing to grab gamers’ interests.
Having dominated the genre for Xbox, PS3 and Wii, Activision transported the franchise to portable gaming devices with the Nintendo DS, iPad and smartphones all on the receiving end of music-making rock fun. The fate of the DJ Hero franchise has yet to be announced.
Unveiling the firm’s Q4 2010 earnings yesterday, Activision Publishing’s CEO Eric Hirshberg announced: “After two years of steeply declining sales, we've made the decision to close our Guitar Hero business unit and discontinue development on our previously playing Guitar Hero title for 2011.”
Expanding on the decision Hirshberg added: “We intend to devote our time and resource to the areas, where we have true competitive advantages and the potential to make gaming experiences that are best-in-class. Our product line-up will be more focused, should be more profitable and will provide deeper online experiences than ever before.”
Despite posting an overall lose for 2010 Activision developed some of the highest grossing gaming releases of the year with World of Warcraft and the latest edition to the Call of Duty franchise, Call of Duty: Black Ops repeatedly topping charts in their respective markets.
Whilst Guitar Hero gets laid to rest, rival Rock Band has revealed it is to launch a Valentine’s themed downloadable content pack allowing users to woo their special someone by rocking out to a variety of classic love ballads.