DJ Hero enjoyed strong buzz, positive reviews, and came attached with some of the biggest names in music. In terms of sales, however, the game is dying an ugly death at retail. We explore the challenges the game faces, and why it's unlikely things are going to turn around.
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Bobby Kotick totally spilled the beans to CNBC, saying, "We have this product called DJ Hero coming out later this year which is a turntable that you can actually play competitively, spin discs and mix on." Can we call this first Guitar Hero spinoff "confirmed" yet? Because it's totally happening.
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Activision has announced that DJ Hero was "the #1 new intellectual property by revenue in the U.S. and Europe for calendar 2009, according to the NPD Group."
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Demand for Activision's DJ Hero in the US is "well below" expectations for the game to become even a modest success, according to analyst Doug Creutz of Cowan and Company. Creutz anticipates that DJ Hero will only sell 600,000 units in the US during the fourth quarter, down one million units compared to Cowan's previous 1.6m estimate, with full year sales at 950,000, instead of 2.5 million.
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