The Kezcast – The Activision cuts and what they mean

Monday, 7th March 2011 06:46 GMT By Keza Macdonald

When Activision announced it was “resting” the Guitar Hero franchise and closing studios, many assumed the worst. Keza MacDonald explains why Kotick’s house is still standing.

Keza speaks to editor and Times columnist Rob Fahey about the issues surrounding the cuts, and how Activision’s ostensibly short-sighted approach to the games business may ultimately prove its undoing.



  1. datamonkey

    Activision spend their whole time analysing their actions AFTER the event. They need to pay more attention to what they are doing DURING the event. Maybe then they won’t make so many mistakes and bleed so many franchises and development studios dry…

    #1 4 years ago
  2. Telepathic.Geometry

    Nice one Kez, an interesting listen. More of this please.

    #2 4 years ago
  3. samLino

    kotick is devil

    #3 4 years ago
  4. Shonak

    Very interesting Podcast by you. I think Activision next big game will definitely be Diablo 3 and I am pretty sure that the Bungie game will be a major hit too. We’ll see how much else comes but their strategy is not customer-friendly, but I guess it’s profitable.

    #4 4 years ago
  5. DSB

    Fahey is absolutely spot on.

    You don’t shrink your organization because you’re neccesarily in trouble, preferably you shrink it to ensure that you won’t be. That strategy meant that Activision was actually leagues ahead of everyone else when the credit crisis struck. Most publishers lost half of their companies in a week, simply because they hadn’t been looking out.

    I think the main reason why Activision is in trouble is that they’re spread too thin. As EA has shown, you don’t have to care about appearing to be fair or appearing to care about consumers to be popular, you just have to put out so many different games that people like, that people won’t really look at what you’re doing beyond that.

    I don’t neccesarily think that peripherals killed Guitar Hero. You had the chance to stick to your old guitar for at least a while. The problem is that the game has remained the very same experience no matter how many times you re-iterate it, and the same seems to be true for Rockband. The same thing happens to new music acts. If you don’t manage to establish yourself with a second album, and you disappoint people, then your days in the industry is through, and rhythm games never truly got off the starting plate.

    #5 4 years ago
  6. mathare92

    The man who once said Keza sounds like a 10-year-old boy unforunately spoke the truth.

    I kid, I kid. :P

    #6 4 years ago

Comments are now closed on this article.