DJ game aims to buck predictions [video]

BBC: A video-game that boasts rap artist Jay-Z amongst its advisors is hoping to capitalise on the popularity of music titles despite poor sales forecasts.

DJ Hero will be launched in the UK on Thursday and allows players to emulate their music-mixing idols. Its publishers hope it will emulate the success of Guitar Hero, the rock-based game that let users jam along to tracks using a guitar-shaped controller.

However, US games analysts believe the game will not sell as well as expected.

“We remain very cautious about the title’s prospects at launch,” Doug Creutz at analysts Cowen and Company said in a report.

“A survey of online retailers indicates a demand profile that is well below what we would have expected to see just a few days before launch for a title that was destined to be a big (or even modest) hit.”

The company has reduced its US sales estimates for the fourth quarter of the year from 1.6 million to 600,000 and its first year estimate from 2.5 million to 950,000.

“We still believe that DJ Hero will be an important part of Activision Blizzards music franchise strategy, but we think it may take a few versions of the game for it to reach its full market potential,” he wrote.

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