The music video game genre has been in a profound slump this year, with sales down 46% so far, according to the NPD Group. Part of that is due to the recession, of course, but part of it may be waning consumer interest in Guitar Hero and Rock Band. The games’ publishers, Activision Blizzard and MTV Networks (owned by Viacom) have seen the impact on their bottom lines and are taking big steps to shake up their businesses as a result.
As a story in the Times explains, the biggest change comes in the form of The Beatles: Rock Band, a risky bet worth tens of millions of dollars in royalties alone.
But as MTV launches the game with its distribution partner, it’s also implementing a new strategy: flee the hardware business. Sure, there’s a limited-edition, $250 hardware package, but quantities are limited. And there’s a $160 “value bundle” featuring original Rock Band hardware that MTV is eager to get rid of.
If you’re new to music video games and want controllers for The Beatles: Rock Band, MTV has a preferred solution: buy Guitar Hero.
“The opportunities around hardware are really limited,” said Scott Guthrie, general manager of MTV Games. “We are getting into a focus on software and [downloadable song] revenue streams.”
MTV Games senior vice president of electronic games and music Paul DeGooyer puts it even more abruptly: “Let others take on the burden of getting those super-tight margin instruments out there.”
After reading Darren’s excellent article “Living in a Peripheral World”, I think this is a brilliant move. I know myself, as a consumer, am totally burned out shelling out my hard-earned dollars on peripheral controllers and such. It turns a $50 game into a $90-$150 game.
I have seriously considered skipping out on the new Tony Hawk: RIDE game coming out later this Fall, just because the idea of having yet another peripheral device sitting around my house is really annoying. I’m still up in the air on that one.
Never had a problem with my Rock Band instruments, whereas my Guitar Hero World Tour drums have had major issues.
My RockBand instruments have been the best of the bunch also.
Think about it, we are into the 4th and 5th generations of the music games now. I think the market is plenty saturated with instrument peripherals. I think focusing on the software, and putting out something a little more dynamic will do a lot to revive the genre.
I think we should have a kazoo. Just sayin’…
I’m waiting for Obo Hero
Dulcimer Hero all the way.
Also, am I the only one that thinks a Bluegrass hero would be freakin’ sweet?
Mandolin and Dobro solos on expert FTW!
I see what you did there! I get it! Up in the air? About the Tony Hawk game? About skateboarding! BRILLIANT!
I really want there to be a Scottish Hero featuring bagpipes…..