Ruben Dehouck: Guitar Hero

JUST A GAME?

Ruben Dehouck Marketing Manager Activision Blizzard

2004

2005

2006

2007

2008

2009

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!

• #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

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’

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…

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

THANK YOU!