
Long-term planning has made the Hero franchise a globally recognised brand, says firm
Super-publisher Activision has called its Hero franchise as respected as Harley Davidson and the iPhone.
In an exclusive interview with MCV, the firm discusses how Guitar Hero has become bigger than just a video game - with long-term planning key to its success.
"Things like Guitar Hero has forced us to have that new approach – because we are selling a brand that’s as respected as the likes of the iPhone or Harley Davidson," said Activision UK MD Andrew Brown.
"If you watch TV now, you’ll see Guitar Hero in the sitcoms and the advertisements. That’s the level of the brand awareness, and you can’t do anything with a brand like that unless you manage it properly over a long period of time. So the long-term view is something we’ve developed. There’s still lots to do, and you can’t change the industry, but that’s our objective."
In the first of our three part interview, Activision also talk about why games should have difference prices, their merger with Blizzard and the importance of special edition sets.
Advertisement
Comments
As repected as Harley Davidson?
That's an excellent parallel, anyone who knows anything about motorcycles will know that HD sells a dream to old blokes with fat wallets, fat bellies and failing libido. GH is kind of like a nursery toy for blokes who will eventually grow up to become Harley owners. People who are afraid/incapable of experiencing the real thing. I don't think it's very good.
You got it
The problem is that younger buyers aren't buying, so they sell off Buell and MV that appeals to younger riders. And the stock goes up? How can the stock keep increasing when nothing that's being done, layoffs, plant closures, etc. does nothing to bring in younger buyers. It just don't add up...
WHA!?
Duhwhat!? OMG! What a rediculous claim. Yah, and I guess its a bigger brand than apple pie now as well, aye. Clowns.
Fair Enough...
If you talk to a 17 year old lad I think he'd probably agree with the claim. Fair play to Activision for being original and building a huge success in the market.
Afraid of the real thing?
What, pray tell, is "the real thing" when it comes to motorcycles? I see One True Way-ism is alive and well.
"If you don't ride what *I* like, you're wrong."
Harley's
Is Harley respected? by who? Archaic and agricultural rubbish built for the village people. Only misguided sados desperately out of touch and wanting to project an aura of being "Wild & Dangerous" go near those pieces of crap. Oh yeah, we are talking about GH here as well aren't we!
Respect????
Teehee... We're taliking about the brand aren't we? Just like Harley Davidson it's a proper triumph (no pun intended) of selling right load of old shite to people who don't know any better - and hell knows there's loads of them about. Who 'respects' a brand anyway? I think it can only be little groups of 'Brand Managers' and journos writing vacuous pieces in business magazines. They're an even more self-satisfied bunch of gits than us bikers.
Leave a Comment
HOT TOPICS
Zavvi.com in new street date row 29
Sony: PS3 will pass Xbox 360 17
Xmas release beckons for GT5 11
PSN charges in discussion 8
RETAIL BIZ: MAG takes No.1 8
Has EA given up on Rock Band? 6
PS3 sales reach 33.5m 5
Wii 2 to go beyond HD 5
No standalone 250GB HDD for the UK 4
Adobe in new Apple outburst 3
RELATED STORIES
Metallica: Video games and music industry to merge 1
Activision appoints new Guitar Hero boss 1
Activision: 23 million people play games online 3
Activision Euro market share increases 1
Guitar Hero III to rock this Autumn 1
EA signs Fender for Rock Band 1
Record results for Activision 1
Guitar Hero III set for autumn
Activision reaches ex-employee agreement 1
Harmonix announces Rock Band 1
ABOUT US
MCV is the leading trade news and community site for all professionals working within the UK and international video games market. It reaches everyone from store manager to CEO, covering the entire industry. MCV is published by Intent Media, which specialises in entertainment, leisure and technology markets

















