Activision's Bobby Kotick, has told The Economist that despite criticism that the company is too dependent on exploiting franchises, many gamers feel the opposite.
“A small segment of very vocal gamers say everything has to be new and different every year,” he told the site. “Actually, people are happy with existing franchises, provided you innovate within them.”
The trick, according to Kotick, is to strike a balance "between the familiarity of a trusted brand and 'innovative and inspiring' new features."
Guitar Hero 5 is out in September.