Activision Thinks that Consistent DLC for “Hero” Brands a 2010 Trend

By Joe Haygood | November 14, 2009

Sometimes I have to wonder if Activision management is firing on all cylinders when it comes to the statements that they make.  I mean we have Bobby Kotick talking about how he decided to take all the fun out of making games, and instead focus on the bottom line.  He also has made jokes about wanting to charge more than the market rate for games, making mention of the fact that he could sell Call of Duty: Modern Warfare 2 for $80 or $90.  Now we have Dan Rosensweig, the brand manager for the “Hero” brands over at Activision making more incredulous statements.

When asked about the viability of sequels for their “Hero” brands next year, the response was rather awe-inducing.  Dan Rosensweig stated:

“We’re working on our 2010 slate now. You will probably see fewer SKUs from us, but the focus on making the best-selling, most fun to play, best-reviewed games will continue. Those are the things that are constant. [There will be] more DJ Hero, and the next iterations of Guitar and Band are on the way. But we will see how the market plays out. What you will see is the games will live longer and be more vibrant through DLC.”

Okay, so apparently, next year is the year when DLC for music games finally becomes an important battleground.  Did I miss something here?  Isn’t that what Harmonix has been preaching about for some time now?  The idea that you do not need to have a new release for your game every year.  Instead, just load up on DLC content for the game, buying what you want to be included in the game.  I am just amazed by the idiocity of the people that run the brands at Activision.  No, I do no think Dan Rosensweig would ever want to admit that his chief competitor is better, but sometimes, you need to acknowledge those that have created something in your field that works.  Borrow from it and innovate, but it is really stupid to completely ignore the fact that someone has outplayed your brand in the downloadable marketplace.

What do you think about the current “Hero” brand games.  Do you need more disc based releases, or should Activision take a page from Harmonix and work on ramping up their DLC offerings?  Make your comments known below.