Dynamically Generated Music Tracks A New Approach to the Modern Guitar Hero.
Ruben Dehouck: Guitar Hero
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Transcript of Ruben Dehouck: Guitar Hero
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JUST A GAME?
Ruben Dehouck Marketing Manager Activision Blizzard
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2004
2005
2006
2007
2008
2009
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MUSIC GAMES BENELUXYTD VOLUME
106
216
363
0
100
200
300
400
2007 2008 2009
Th
ou
sa
nd
s
MUSIC GAMES
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!
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• #1 selling video game franchise for the past two years
• Fastest video franchise to $ 1 billion revenue
• 40MM+ games sold LTD worldwide-------------------------------------------------------------------------------• 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
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20% van de Guitar Hero Spelersgaat aan de slag met echte instrumenten
Muziek downloadsNemen meer dan 100% toe na opname in game
SOUNDBITES
Back catalogus‘M’n dochter van 11 kwam laatst vragen naar
Pat Benatar’
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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…
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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 – Johnny (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
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THANK YOU!