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Edge Online reports that Activision has sets its sights on conquering the highly competitive racing video game genre, with a title Activision Publishing CEO Mike Griffith has labelled a “racing category killer”.
Speaking at an Activision Blizzard analyst day, Griffith said: “We’re convinced we have the opportunity to capture leadership in this genre.
“We’ve tested extensively our position and our game design, and results have reinforced our hypothesis. Consumers respond extremely well to our racing concept, with significantly stronger results … than external competition.”
Griffith is referring to the new game in development at Bizarre Creations, whom Activision acquired back in 2007. The UK-based studio is most famous for creating the acclaimed Project Gotham Racing series.
“We start with five basic questions that we’ve got to answer affirmatively to justify moving forward: Is the genre large with an acceptable barrier to entry? Do we have something unique and compelling to offer? Is the opportunity annualize-able? Do we have the right developer to deliver game quality? And finally, can we expect a strong return on investment?” said Griffith.
He concluded: “We knew with Bizarre Creations, we had the perfect partner for the game we had to make in this space.”
The unnamed racing video game from Bizarre Creations is scheduled for release next year.
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