DJ Hero hit by low pre-order sales woe

Posted by Katherine Hannaford on Tue 27 Oct 2009

Activision's fun turntable game hasn't attracted many pre-orders, according to analysts

DJ Hero doesn't go on sale until the 30th of October, but already it's being hit with poor sales expectations. In fact, sales projections have been cut by 61 per cent, due to the low number of pre-orders received.

Is the music-based video game business drawing to a close? Or perhaps consumers just aren't as interested in electronica-infused games as they are guitar music titles, such as Guitar Hero and Rock Band? In a letter to investors, Activision was given a slight rap on the knuckles with analyst Doug Creutz at Cowen and Company saying "the largest factor in our estimate reduction is the recognition that the declines in the music genre earlier in the year were not temporary, and are likely to persist going forward,."

"We have significantly reset our expectations for Activision's various music genre Hero franchises in 2009 and 2010."

Activision was originally hoping to sell 1.6m DJ Hero units by the end of the year in the US, however Creutz is claiming they'll be lucky if they can flog 616,000 of them. Instead of selling 2.5m copies of the game within the first year, an unhealthy-sounding 950,000 units are expected to be sold. Still, this is largely based in part on the lack of pre-orders for DJ Hero, and with three days to go until the game goes on sale in the UK, the buying public could very well surprise Activision.

It's not just DJ Hero which Activision is struggling to sell though, with Guitar Hero 5 and Band Hero not performing as well as expected.

On sale this Friday in the UK, DJ Hero will be available for the Nintendo Wii, Xbox 360, PS3 and PS2 for around £89.99.

Link: DJ Hero (via Gamespot)

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User Comments

By AlexGlenny

27|10|2009 16:31

i think a lot of people want this game including me, if it was 60 and PUSHING IT 70 i would get it, but for 90 i could get 2 insanely good games or 3 really good ones, bad pricing there!!!!

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27|10|2009 13:20

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