Activision targeting a younger, contemporary crowd with DJ Hero

By Stephany Nunneley, Wednesday, 11 March 2009 22:30 GMT

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Activision is hoping rhythm game DJ Hero will expand upon the Guitar Hero franchise to a younger audience.

Speaking at the annual Wedbush Morgan meeting today, CFO Thomas Tippl told attendees that the company is planning on releasing the game not only more profit, but to draw newer users into the genre.

“We continue to add additional legs to the Guitar Hero franchise with the launch of DJ Hero,” he said.

“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 mentioned that the firm has been in discussions with Universal Music Group about acquiring content for DJ Hero that’s more contemporary and popular with a younger crowd.

No mention was made regarding artists, but Tippl admitted that the game would include mash-ups.

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