Activision Kills Guitar Hero, Confirms Company Layoffs

From DailyTech: American video game developer and publisher Activision has decided to end the production of the Guitar Hero series after its most recent game, Warriors of Rock, flunked in the sales department.

Back in December 2010, Activision Publishing CEO Eric Hirshberg told Eurogamer that the end of Guitar Hero was coming, but the company still had plans to use the brand without making the video games.

"It's no secret that not just Guitar Hero, but also Rock Band, and the music category in general, do not have the same mass appeal today that they did a few years ago," said Hirshberg. "That said, I think that we would be foolish to not try and build on the strength of the Guitar Hero brand, because as you said, it's a pretty strong brand with great recognition and great likeability, and there's a lot to work with there.

"I think a lot of video game genres that have had tremendous staying power have a fantasy-fulfillment element at their core, whether it's driving the fast car, or participating in professional sports, or going into battle. People don't get to do this in their everyday lives. So I think the core premise and the core insight at the heart of the Guitar Hero franchise is still very relevant. I just think we need to escalate the experience for people and innovate. I think the genre is still fairly new, and so I think it's probably time for us to really look at what the next level looks like for that genre."

While the company may eventually use the brand in other ways, Activision's most recent financial statement makes it clear that the company is completely axing Guitar Hero's business unit for now.

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