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Weak pre-order activity at retail for Activision’s imminent DJ Hero has caused Cowen and Company analyst Doug Creutz to cut first year sales estimates for the game from 2.5 million units to 950,000 units.
“On DJ Hero, despite some recent positive comments from company management about pre-orders, we remain very cautious about the title’s prospects at launch,” noted Creutz.
He added: “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. As a result, we are reducing our estimate for DJ Hero Q4 US unit sales from 1.6 million to 600,000, and we are reducing our first year estimate from 2.5 million to 950,000.”
Creutz’s comments come shortly after Guitar Hero co-founder Kai Huang revealed that Activision does not expect a typical sales curve for DJ Hero.
“We’re expecting this to be the type of game that may come out of the gate a little bit slower, but continue to grow over time,” said the Red Octane president during a panel at the Play Digital Media Conference in Berkeley.
DJ Hero will be released in the UK on October 30 for Xbox 360, PS3 and Wii.
Via Edge Online
