Kotick: Activision 'could reinvent Guitar Hero in the future'

But the music genre's currently not exciting audiences, says CEO

Activision CEO Bobby Kotick has suggested there's a chance the Guitar Hero and DJ Hero franchises could be revived at some point in the future.

Speaking to CNBC following the publisher's decision to axe the Guitar Hero unit earlier this week in order to focus on more profitable areas of its business, the exec said:

"... We had three fantastic products in the marketplace in the [music] genre this year, our two games, DJ Hero 2 and Guitar Hero: Warriors of Rock, and then Rock Band did a terrific game, but it's just not a category that's getting consumers enthusiastic right now, and so I think you need to focus your resources on the things that really gets consumers excited.


"If something's not working, we'll take it off the table, maybe reinvent it in the future, but our focus is really on figuring out what are the things that are going to excite audiences the most."

Asked yesterday about the chances of a Guitar/DJ Hero revival, Activision said: "We can never say never, but over the past two years we have seen rapid declines in the music genre, and unfortunately, based on current demand, we simply cannot continue to profitably make these games given the considerable licensing and manufacturing costs."

Kotick also said in the same interview that Activision isn't preoccupied with the idea of launching a Call of Duty subscription service.