Activision claims DJ Hero was 09's top-grossing new game IP

DJ Hero most successful non-sequel of 2009, claims company

Activision sent out a press release earlier today claiming that DJ Hero was the top-grossing new IP of 2009 in the US and Europe. Without citing actual sales or income numbers, the company states the NPD as the source of the figures.

Despite the fact that the game didn't boast particularly stellar sales, it is believable that DJ Hero took in the most money of any new IP this year, for the following reasons.

# We doubt a company of Activision's size would make a claim like this, particularly stating the NPD as a source, without knowing for sure.

# With every copy of the game being sold in bundles priced US$100 and higher, the game only had to sell half as much as the top-selling new IP of 2009, which leads us to the fact that...

# 2009 didn't have much in the way of new IP, and even the best of them weren't huge hits. Brutal Legend, Scribblenauts, Infamous, and Prototype were all good games, but it's very possible that the four versions of DJ Hero could have out-grossed them.

As one of the most unique and enjoyable music games to come along in years, we're as pleased to learn of Activision's faith in the franchise as we were disappointed to see the sales originally flounder. Hopefully 2010 allows the franchise to add more feathers to its cap.

DJ Hero(TM) Ranks as Highest Grossing New IP in the U.S. and Europe for Calendar 2009

SANTA MONICA, Calif., Jan 19, 2010-- Activision Blizzard, Inc. (Nasdaq: ATVI) announced today that DJ Hero(TM) was the #1 new intellectual property by revenue in the U.S. and Europe for calendar 2009, according to The NPD Group.

The gamehas garnered critical acclaim, securing more than 15 Best Music Game Awards in the U.S. alone and was featured in more than two dozen year end "best of" lists including those from Time Magazine, USA Today.com and Official Xbox Magazine.

"DJ Hero has transformed music gaming by marrying an innovative turntable controller and exhilarating gameplay with the biggest artists and incredible music from around the world," said Robert Kotick, CEO, Activision Blizzard. "Consumers and critics agree that DJ Hero is one of the best music games ever created and further establishes Guitar Hero(R) as the premier franchise of its kind."

DJ Hero delivers an all-new interactive music experience that allows players to interact with music in an all-new way. Featuring 93 exclusive mixes created by DJ AM, Cut Chemist, Grandmaster Flash, DJ Jazzy Jeff, J. Period, DJ Shadow, DJ Z-Trip from such genres as hip-hop, pop, rock and dance, the game offers the most diverse and international collection of music ever assembled in a music game.

DJ Hero was developed by FreeStyleGames for the Xbox 360(R) video game and entertainment system from Microsoft, the PLAYSTATION(R)3 and PlayStation(R)2 computer entertainment systems and the Wii(TM) system from Nintendo. The game is rated "T" (Teen - Mild Suggestive Themes, Lyrics) by the ESRB. For more information about DJ Hero, please visit djhero.com, facebook.com/djhero and twitter.com/djhero.

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Dave Rudden

GamePro

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