Blur was ‘not able to break out’, says Activision

Blur was ‘not able to break out’, says Activision
James Orry Updated on by

Blur failed to “break out” in the racing genre, but did break new ground with innovative social and multiplayer features, Activision COO Thomas Tippl has said.

Speaking during the publisher’s Q2 2010 earnings call with investors, Tippl said: “Blur was not able to break out in what turned out to be a relatively soft racing genre despite the number of high-quality releases.”

The title may not have sold as hoped, but it did have worth.

“Importantly, the game broke new ground in creating innovative, social and multiplayer features, including functionality, enables our unique online and back-end platforms that will play an increasing role in driving value in the future,” Tippl explained.

Tippl also denied claims that Activision cut back marketing support for Bizarre’s racer.

“We have made a very significant investment behind the establishment of Blur as a new IP. So I think the marketing plan was very strong, probably stronger than for most of our franchises.”

Blur is out now for Xbox 360, PS3 and PC.

Via Seeking Alpha