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Activision on Dismal Hawk Sales: “A Method to the Madness”

November 19, 2010   ·   0 Comments

Tony Hawk: Shred

The revelation that Tony Hawk: Shred — the latest installment in what was once a powerhouse franchise for Activision — only sold 3,000 copies in its first week of release last month almost boggles the mind. But according to Activision, this may be part of the plan…and to their credit, they at least admit it’s a pretty frickin’ insane plan.

“There’s hopefully a method to that madness,” said Eric Hirshberg, CEO of Activision Publishing, to Gamasutra about Shred’s dismal sales. “For the first time we’re targeting that game to kids. It’s a gift-oriented game, but, that said, we need to build awareness for the game still. … I think you’ll hopefully see a bigger ramp-up as we get further into the gift-giving season.”

To wit, Hirshberg also pointed out that the game was named one of the top 12 gift ideas for the holiday season on The Ellen DeGeneres Show, which Activision hopes is an indication that when parents start their holiday shopping, it’ll give Shred the second wind it so badly needs.



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