September 1, 2009 in Business

Video game industry upbeat

‘Guitar Hero,’ Beatles releases bode well
Barbara Ortutay Associated Press

NEW YORK – With a little help from the Beatles, Super Mario and price cuts from Sony and Microsoft, the slumping video game industry is hoping for a sales resurrection this fall.

The season gets a late-summer start today, with the release of “Guitar Hero 5,” a game featuring music from the Rolling Stones, Nirvana and other popular bands. Then on Sept. 9 comes the launch of “The Beatles: Rock Band,” which marks the rock icons’ debut in a video game.

Plagued by the recession and a lackluster game release schedule for much of this year, the video game industry – which is bigger than the music business by some estimates – has fallen into a slump. It has been the first one since the latest game consoles – the Xbox 360, the Wii and the PlayStation 3 – were launched in 2005 and 2006.

The music genre – the second-most popular category behind action games – has suffered in particular, though that’s partly because it’s been so popular in the past couple of years that it needs exceptional sales just to stay even. According to the NPD Group, U.S. retail sales in the music and dance game genre were nearly $390 million less at the end of July than at the same time last year.

Music games invite you to play and sing along to real tunes, offering on-screen cues about when to finger guitar-like plastic controllers or hit touch-sensitive drums. When the game is played well, the songs sound pretty good.

“You just get into it – it feels like you’re in a real band. It’s like you’re really on stage,” said Marquez Alexander, 14, who bought two sports games Monday at a GameStop store near San Francisco’s Union Square. He said he plans to pester his mother to buy him the new Beatles game – even though he barely knows the band.

“I never heard of them until I was like 7. It’s just another game, another challenge,” he said.

Video game industry analysts are cautiously optimistic that 2009 will end on a higher note than it began, not just because of the music games but blockbusters like Nintendo’s upcoming remake of the classic “Super Mario Bros.” for the Wii and Activision Blizzard Inc.’s “Call of Duty: Modern Warfare 2.”

It doesn’t hurt that two of the three console makers announced hefty price cuts in recent days.

Last Thursday, Microsoft Corp. said it is slashing the price of the high-end Xbox 360, the Elite, by $100 to $299. A few days earlier, Sony Corp. rolled back the price of the PlayStation 3 by $100.

That just leaves Nintendo Co., whose Wii has cost $250 since its launch. Analysts expect the company to bring down the price of the Wii, though it might do that by keeping the base price level and including more free games with it.

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