Activision Not Ready to Give Up on Tony Hawk

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Activision CEO of publishing Eric Hirshberg still believes in the star power of Tony Hawk. "He is a lasting icon. He has that Michael Jordan-ish or Jordan-esque staying power," said the Activision exec. This vote of confidence came in an excerpt from a larger interview Industry Gamers plans to run in the near future.

Hirshberg attributed the recent struggles of the Tony Hawk games to technical problems in Tony Hawk: Ride resulting from its innovation with the board peripheral. And on the slow start for the recently released Shred, he said that the jury is still out, "because we are marketing it to kids, and it makes a great gift, and the gift-giving season has already begun."

Whether or not sales of Shred make a comeback, Hirshberg does seem aware that the formula in these past two games isn't clicking to the expected degree. "I think we have to ask all the smart questions and make some smart moves in terms of innovation to see if we can recapture people's imaginations," he said. After the post-launch layoffs at Robomodo, it seems likely that part of that process involves handing the franchise over to a new creative team.

From The Chatty
  • reply
    December 8, 2010 3:08 PM

    What do all teen-aged skaters love? Middle-aged skaters who used to be big back during the Clinton administration because skating is all about the establishment. I'm not up on sidewalk surfing but maybe they could find a bit younger and cheaper replacement.

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      December 8, 2010 3:20 PM

      Highly doubt it, my teen brother idolizes the young, upcoming street pros not retired vets like Tony Hawk. Tony Hawk appeals exclusively to kids because of his clean image.

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        December 8, 2010 3:52 PM

        Is skateboarding even still cool? I thought it was just a phase, like Elvis and hippies.
        I'm not much of a STREETHOOD guy, but I think parkour is fascinating. Maybe someone should make a game about that instead. Or a sequel to such a game if one has already been made. Brilliantly made I might add, with great aesthetics and- ah bull, you know what I mean.

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