NEWS - Monday, January 18, 2010

Activision To Focus On Quality, Not Quantity

Activision CEO Bobby Kotick says the publisher plans to focus on the quality of its releases rather than the quantity.

"... It’s going to be less games, better games. That’s our strategy," the executive told Game Informer last month, echoing comments made recently by rival publisher Electronic Arts.

Kotick also confirmed that Activision will this year release a follow-up to 2009’s DJ Hero. While the title was fairly well received by critics, it got off to a less than stellar start at retail with first month US sales of 122,000 copies.

"... If you’re going to make a commitment to doing something original, the odds are that you’re not going to get it right on the first chance," Kotick said. "I think DJ Hero is a really innovative product. I can’t wait for you to see next year’s. That’s the thing; we’re sticking with it. We’ll stick with it and get it right."

The music/dance category suffered a fall in sales last year, but it was the bestselling genre in December 2009 and the second best of the year behind firstperson shooters in the US.




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