DJ Hero Highest-Grossing New IP of '09, Says Activision

John Funk

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Dec 20, 2005
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DJ Hero Highest-Grossing New IP of '09, Says Activision



Thanks to NPD data, publisher Activision has claimed that the relatively unsuccessful DJ Hero [http://www.amazon.com/Xbox-360-DJ-Hero-Bundle-Turntable/dp/B0028ZNX68/ref=sr_1_1?s=videogames&ie=UTF8&qid=1280782778&sr=1-1] was - by pure revenue - the top new IP of 2009 in Europe and the US.

Can we file this one under "Wait, what?" - citing sales data from the fairly-trusted NPD group, Activision has apparently called DJ Hero the top-grossing new IP of 2009 in Europe and the United States. By top-grossing, of course, we're talking pure revenues: How much money did this game earn, not how much was left over once you include the expenses involved in its creation.

Even given that stipulation (since the development of DJ Hero was almost certainly anything but inexpensive), it's a bizarre claim to make. Yes, NPD data is considered fairly trustworthy, but I just don't see how this is in any way possible. DJ Hero was considered a flop, not even selling 200,000 units in October - well under two other new IPs in October, Borderlands [http://www.amazon.com/Brutal-Legend-Xbox-360/dp/B000XJNTPG/ref=sr_1_1?s=videogames&ie=UTF8&qid=1280782819&sr=1-1].

Yes, at $100 DJ Hero cost twice as much as your average new game, but I'd be very surprised if it sold half as many copies as, say, Borderlands' 2 million [http://www.escapistmagazine.com/news/view/96945-2-Million-Ride-the-Bus-to-Borderlands]. This is the sort of thing that it's very unwise for a company to lie on (when hard data can prove it wrong), which makes this claim all the more baffling to understand.

The only thing that comes to mind here is that the message got a bit garbled on the way: Activision may be calling DJ Hero its highest-grossing new IP rather than the highest-grossing new IP across the board. That's still a strange idea, but much less difficult to swallow.

Despite being a financial flop, DJ Hero was well-received by critics (and was actually a ton of fun to play if you gave it a chance, I found), and Activision boss Bobby Kotick expressed commitment to the brand [http://www.escapistmagazine.com/news/view/97540-DJ-Hero-Sequel-Coming-Later-This-Year] yesterday, saying that we would see a sequel this year.

(Via Edge [http://www.edge-online.com/news/dj-hero-2009%E2%80%99s-top-new-ip-by-revenue])

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Christemo

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Jan 13, 2009
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wtf? how many fuckhat quotes from Moronvision do we need today, Funk? you must know better!



ehh, go to hell, Bobby Kotick. and that doesnt mean go buy Visceral and ruin Dante´s Inferno.
 

John Funk

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Dec 20, 2005
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Lost In The Void said:
Furburt said:
...Wait, what?
My thoughts exactly, I think that this has no chance of being the most profitable new IP of 09
In all fairness, it's not about being the most *profitable*, but the game with the highest *revenue.* They're talking Gross, not Net.

Which is still hard to believe.
 

Ben Legend

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Apr 16, 2009
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Of course, DJ hero was so original with a good music score. Sarcasm mode ending in...
5...
4...
3...
2...
1...
Sarcasm mode ended.

...What the...? DJ hero? I love how they are distorting the figures to make them seem better than they really are. :p
 

Rainboq

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Nov 19, 2009
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They must be smoking something.....
In all fairness, their twisting words too make investors happy, its what a lot of spokespeople do
 

The Rockerfly

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Dec 31, 2008
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Only because the bloody thing cost so much but seriously? The most
Borderlands
I work in GAME shop and the thing sold like hot cakes while we sold about 10 units of DJ hero over the entire quarter
Whatever, Activision I hate you so much these days I am starting to stop buying your games regardless of how good they are. Missed out on the last guitar hero's because of how much I hate the company
 

brunothepig

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May 18, 2009
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First off, bullshit. Also, can we really call D.J Hero an IP? It's just a new controller. Was Rock Band an IP? New name. You have drums. You have a mic, which was actually stolen from singstar. Same thing, no?
 

Lost In The Void

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Aug 27, 2008
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John Funk said:
Lost In The Void said:
Furburt said:
...Wait, what?
My thoughts exactly, I think that this has no chance of being the most profitable new IP of 09
In all fairness, it's not about being the most *profitable*, but the game with the highest *revenue.* They're talking Gross, not Net.

Which is still hard to believe.
Alright fair enough but I still don't see how they could even claim gross. If Borderlands sold 2mill at $70 that's 140 million in profit. In order to beat that, DJ hero would have to move 1.4 million units. I'm still really confused as to how Activision can make this claim, though you seem to be in the same mindset as me
 

Doug

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Apr 23, 2008
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John Funk said:
Lost In The Void said:
Furburt said:
...Wait, what?
My thoughts exactly, I think that this has no chance of being the most profitable new IP of 09
In all fairness, it's not about being the most *profitable*, but the game with the highest *revenue.* They're talking Gross, not Net.

Which is still hard to believe.
Not when you filter out the fact that they said "New IP" - I think Activison only had 1 new IP this year (i.e. DJ Hero) so its not hard for them to have the highest revenue for a new Activison IP ;).
 

Jared

The British Paladin
Jul 14, 2009
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John Funk said:
Lost In The Void said:
Furburt said:
...Wait, what?
My thoughts exactly, I think that this has no chance of being the most profitable new IP of 09
In all fairness, it's not about being the most *profitable*, but the game with the highest *revenue.* They're talking Gross, not Net.

Which is still hard to believe.
yeah, seriously either way...Someone forget to carry a 1 somewhere?
 

FightThePower

The Voice of Treason
Dec 17, 2008
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This is hardly surprising given the price tag.

And DJ Hero is actually very good. Most people don't even give a chance, but it appeals more to me cause Guitar Hero has pretty much been dominated by Rock and Metal, whereas DJ Hero is dominated by electronic/dance and hip hop, which I much prefer.

And if you don't think the Daft Punk Megamixes are awesome, I pity you.
 

fix-the-spade

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Feb 25, 2008
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It ships for £100-130 ($160-210 roughly) here in Englishland, normal games are going for £35-40ish. It wouldn't surprise me if it was highest or close at three times the going rate... then again, they could just be making it up as they go. Or using a really narrow definition like 'new IP with an expensive plastic peripheral'.


Off topic: What have you done with Haro Mr Funk?
 

DragonsAteMyMarbles

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Feb 22, 2009
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But... that's.... wha... how... can't... WHAT?!
<color=navy>User "DragonsAteMyMarbles" has encountered a problem and needs to shut down. We apologise for the inconvenience.