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Kotick: Guitar Hero being reinvented

Bobby Kotick has told Forbes in a new interview that the Guitar Hero series is currently being reinvented, as well as discussing why the series failed in the first place.

Speaking regarding innovation in gaming and how companies give consumers what they want, Kotick revealed that in the case of Guitar Hero, this wasn’t exactly possible.

“We did the research and it was very clear people didn’t want more 80s heavy metal music,” he said.  “What they wanted was very difficult for us to get from the music companies.

“Ill give you an example,” Kotick continued. “The number one thing that our audiences wanted in Guitar Hero was Led Zeppelin. But we couldnt get Led Zeppelin to consent to give us the rights. And there were a lot of instances of that, a whole host of artists who just didnt want to give rights to Guitar Hero, and it was hard to get around that. And then there were other things we put things out there that were not ready for prime time and that today actually would resonate very well with audiences.”

Kotick went on to give his reasons why he thought cancelling the Guitar Hero series was the right decision, although he did give hope for fans looking for the game to return.

“I think [stopping development of Guitar Hero] was exactly the right decision last year. We said you know what, we need to regain our audience interest, and we really need to deliver inspired innovation. So we’re going to take the products out of the market, and we’re not going to tell anybody what we’re doing for awhile, but we’re going to stop selling Guitar Hero altogether. And then we’re going to go back to the studios and we’re going to use new studios and reinvent Guitar Hero. And so that’s what we’re doing with it now.”

Are you glad Guitar Hero is being reinvented? What do you want to get out of the series? Let us know.

Edited On 22 Jul, 2011

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