Activision Bets on DJ Hero To Hit Younger Audience

Activision hopes that their upcoming DJ rhythm game DJ Hero will expand their Guitar Hero franchise to a much broader audience, according to Activision CFO Thomas Tippl.

"We continue to add additional legs to the Guitar Hero franchise with the launch of DJ Hero," Tippl told a gathering at the Wedbush Morgan Securities annual meeting. "What that allows us to do is come up with a very innovative product that allows us to sell a software product plus a hardware product as a bundle so that should be good for our average selling prices. But it also allows us to bring in new users to the music genre. Because it is a different kind of music for a different kind of gamer. So we hope to broaden the base there."

Tippl also said that Activision has been having many discussions with Universal Music Group about DJ Hero and how the game developer and publisher get the best content for their game.

"That's why we are excited about DJ Hero, it gets us more opportunity for contemporary music, it probably skews younger than rock songs," Tippl said.

While Tippl didn't go into details about the music selection, the sources who helped us break the DJ Hero story said they will include mash-ups and that the cooperation of Universal Music Group is the only way the game could exist in its current format.

First DJ Hero Details: Turntable Controller, Mash-Ups, Guitar Co-Op