Ruben Dehouck: Guitar Hero

JUST A GAME? Ruben Dehouck Marketing Manager Activision Blizzard

2004 2005 2006 2007 2008 2009

End of 2009 – CATEGORY DEVELOPMENT : - 650.000 units sold through to consumers (roughly 60% NL / 40% BE) - Retail turnover 21 mio! - 6% total turnover games category and growing... - Established mainstream entertainment without typical gaming stigma!

#1 selling video game franchise for the past two years
Fastest video franchise to $ 1 billion revenue
40MM + games sold LTD worldwide
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65% market share Benelux
235.000+ active guitars in the Benelux
70.000 Guitar Hero on Tour sets in Benelux
Enormous franchise growth :
2008 : 500%
2009 : 110% (target)
RESULTS

Greatest Hits

20% van de Guitar Hero Spelers gaat aan de slag met echte instrumenten Muziek downloads Nemen meer dan 100% toe na opname in game SOUNDBITES Back catalogus ‘ M’n dochter van 11 kwam laatst vragen naar Pat Benatar’

Album sales increases up to 300% Guitar Hero serves as a kick start for alternative acts listed on playlist Teenagers get to know the music their parents listened to…

ANOUK – GOOD GOD (Guitar Hero World Tour)
200.000+ units sold of last album (+90% Benelux)
Good God – playable song on tracklist
Distribution: 7,2 mio copies WW
Full worldwide distribution including US
DI-RECT – J ohnny (Guitar Hero – downloadable content)
Top 30 single in Benelux
Offered as DLC through Guitar Hero store
16.000 downloads
equals 10+ weeks top 5 hitsingle in Nederlands

THANK YOU!

Ruben Dehouck: Guitar Hero

by Muziekcentrum Vlaanderen on Oct 29, 2009

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Ruben Dehouck: Guitar Hero — Presentation Transcript