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Activision expects "a bigger ramp-up" from Shred's disastrous sales

CEO Hirshberg claims new Tony Hawk is "a gift orientated game"

Activision Publishing CEO Erich Hirshberg has attempted to assuage fears about the poor retail performance of Tony Hawk: Shred.

The game, which is bundled with a skateboard-like motion control accessory, sold just 3000 copies in the US during its first week.

Hirshberg claimed the game, which has suffered from poor reviews and a release date that fell between those of Move and Kinect, would see better sales over time.

"For the first time we're targeting that game to kids," he told Gamasutra. "It's a gift-oriented game, but, that said, we need to build awareness for the game still.

"I think you'll hopefully see a bigger ramp-up as we get further into the gift giving season." Hirshberg also noted that chat show host Ellen DeGeneres had hailed the bundle as one of the top 12 gifts for Christmas.

Shred developer Robomodo laid off 60 staff last month, and admitted it would no longer work on Tony Hawk games.

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Latest comments (14)

Frank Anderson Website commentator 6 years ago
Targeting kids was a great idea, but forcing parents to buy a $100 skateboard was a very, very bad one. Especially with Kinect and Move out this holiday.
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Terence Gage Freelance writer 6 years ago
They've targeted anyone?! Not I nor many others I've spoken to have seen one piece of advertising for Shred, and I didn't even know it was available until I saw news stories on this very site.
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Pete Fairhurst Interaction Designer 6 years ago
Tony Hawk's Shred: the perfect "clueless desperation present" for grandparents everywhere this Christmas.

Nice one, Activision--you've even got that market cornered now.

Also: top "ramp" punnage there, official spokesperson!

Edited 1 times. Last edit by Pete Fairhurst on 19th November 2010 3:15pm

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Show all comments (14)
Paul Smith Dev 6 years ago
Poor kids...
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Sam Maxted Journalist / Community / Support 6 years ago
Terence: I wasn't aware of it either, until the original report I saw on its sales figures. I can't imagine that many kids would ask for this over Kinect or Move, so we'll be seeing it in the bargain bin sooner, rather than later.

Edited 1 times. Last edit by Sam Maxted on 19th November 2010 4:04pm

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Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.6 years ago
It was one thing a few years ago to release a game + big, expensive peripheral. But people have become tired of that game, as it were. Now they are not only going up against a declining market plan but against broad ranging peripherals that can play far more than just the included game.
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John Donnelly Quality Assurance 6 years ago
Was in Game over lunch picking up some games and I did not see anything in the store to made it look as if this title was on sale but then I was not really looking to see if they had it.
This is a large Game store in the center of a city and it was quite busy today.

Last year in the US, you could not walk in to a GameStop or a Bestbuy to see stacks of the board packages out in the open on sale.
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Andrew Goodchild Studying development, Train2Game6 years ago
It's kinda sad that they're targetting kids on a franchise that one ruled the 14-23 year old market. Do many 7 year olds care who Tiny Hawk is? Sure they skatebourd, but it way as well be Ben 10 hoverboard challenge.
And the peripheral is nearly as much as kinect, or 2 move kits? When you can use it for two games, neither of which anyone seems to like. I think it might not pick up very much.
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Philip Wilson Project Manager/QA 6 years ago
"It's a gift-oriented game..."

Translation: The game most likely is crap but but they're hoping parents will buy it thinking it is a fun & good game since it is (a) its skateboarding and (b) it has Tony Hawk's name on it just so they can make some kind of cash on a failed game.
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Kieren Bloomfield Software Engineer, EA Sports6 years ago
I'm pretty sure a parent is going to be more happy on buying their kid a real skateboard and get them outside exercising in the fresh air than a plastic skateboard they're forever going to be kicking around the living room. Besides our local HMV still has piles for Ride that they can't get rid of at $30.
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David Rider Publisher, Hustler UK6 years ago
Shred? Is this the one with the big green dude? Oh.
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Greg Wilcox Creator, Destroy All Fanboys! 6 years ago
^Nope - that fat ogre would break the board, then eat the pieces.

Actually, the game isn't terrible (as far as the Wii version goes), it's just the worst time to market what's basically an expensive fake skateboard for ONE game to folks who'll get more value from no skateboard with Kinect or Move (PLUS more games they can actually play with those two). I'm sure Guitar Hero sales aren't exactly flying through the roof either and while Rock Band 3 is great stuff, those guitar controllers are getting out of hand (a REAL Fender guitar with controller buttons on it? Let's raise Jimi Zombie from the dead and have him set that on fire, I say...)

Oh, you can use probably that Shred board as a portable ironing board, I suppose... but that's not rad, dude.
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Simon Arnet6 years ago
This is almost assuredly designed to reassure their stock holders.
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Alfonso Sexto Lead Tester, Ubisoft Germany6 years ago
This was risky, speacially with the reference of "Tony Hawk's Ride".
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