DJ Hero was supposed to invigorate the flagging genre of music games. Yet in its launch month, the hip-hop game with the turntable controller only moved 123,000 units in the U.S. What happened?
It’s not the game. As with all forms of entertainment, people will reasonably disagree about what is fun or exciting, but DJ Hero was well-reviewed, with Metacritic scores ranging from 84 to 88 depending on platform.
And it’s not the marketing. Clearly, Activision is putting serious muscle behind the game with a TV spot that features Eminem, Jay-Z, and uh, some random white dude at the turntable. That spot, incidentally, seems to be a minor hit, with nearly half a million views on YouTube and an average user rating of 4-1/2 stars.
I don’t necessarily think Activision over-estimated the size of the market for the game, as Bill at Dubious Quality posits. It won’t ever outsell one of the flagship Guitar Hero releases, but it should do at least as well as, say, one of the band-specific offshoots of Guitar Hero, like GH: Metallica or GH: Aerosmith.
So what is it? Quite simply, it’s the price. At $120, DJ Hero costs twice as much as Modern Warfare 2 and Assassin’s Creed 2 combined. And it’s about a third more expensive than the early Guitar Hero games. On top of that, you have the $200 Renegade edition being heavily promoted in stores, where customers could overlook the fact that there’s a cheaper version.
The original Guitar Hero games succeeded because the extra $20 or $30 they cost seemed like a fair value for a fun and innovative guitar controller. The DJ Hero turntable is a fantastic piece of hardware, but it’s clear that consumers aren’t seeing it as worth another $60. Not in this economy.
My hunch is that DJ Hero needs to hit the $99 price point to really take off, but that it could see a decent Christmas regardless as it ends up being the “big gift” under the tree for many kids.