Cruetz claims GH3 brought too many "one-time" buyers into the franchise:
"We probably underestimated the extent to which the 2007-08 peak in Guitar Hero unit sales was driven by the extreme amount of buzz around the product. In retrospect Guitar Hero III likely attracted a lot of one-time buyers (that have not returned for subsequent franchise installments) due to its 'it-game' status at the time."
Despite this, Creutz says:
"We still believe that DJ Hero will be an important part of Activision Blizzard's music franchise strategy, but we think it may take a few versions of the game for it to reach its full market potential (similar to the original Guitar Hero)."
Tags: DJ Hero
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