Ruben Dehouck: Guitar Hero

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Ruben Dehouck: Guitar Hero

  1. 1. JUST A GAME? Ruben Dehouck Marketing Manager Activision Blizzard
  2. 6. 2004 2005 2006 2007 2008 2009
  3. 7. 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!
  4. 9. <ul><li>#1 selling video game franchise for the past two years </li></ul><ul><li>Fastest video franchise to $ 1 billion revenue </li></ul><ul><li>40MM + games sold LTD worldwide </li></ul><ul><li>------------------------------------------------------------------------------- </li></ul><ul><li>65% market share Benelux </li></ul><ul><li>235.000+ active guitars in the Benelux </li></ul><ul><li>70.000 Guitar Hero on Tour sets in Benelux </li></ul><ul><li>Enormous franchise growth : </li></ul><ul><ul><li>2008 : 500% </li></ul></ul><ul><ul><li>2009 : 110% (target) </li></ul></ul>RESULTS
  5. 11. Greatest Hits
  6. 12. 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’
  7. 13. 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…
  8. 16. <ul><li>ANOUK – GOOD GOD (Guitar Hero World Tour) </li></ul><ul><li>200.000+ units sold of last album (+90% Benelux) </li></ul><ul><li>Good God – playable song on tracklist </li></ul><ul><li>Distribution: 7,2 mio copies WW </li></ul><ul><ul><li>Full worldwide distribution including US </li></ul></ul><ul><li>DI-RECT – J ohnny (Guitar Hero – downloadable content) </li></ul><ul><li>Top 30 single in Benelux </li></ul><ul><li>Offered as DLC through Guitar Hero store </li></ul><ul><li>16.000 downloads </li></ul><ul><ul><li>equals 10+ weeks top 5 hitsingle in Nederlands </li></ul></ul>
  9. 19. THANK YOU!

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