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Activision has been doing their best to prove that DJ Hero has been a success but as Jay-Z says “number’s don’t lie.” The interesting thing about the video game industry is that when publishers sell their games to retailers (Best Buy, Toys R Us, Wal-Mart, etc.) they are one-way sales. Meaning the retailer cannot ship back what they don’t sell. Although original orders of DJ Hero were already smaller than projected, they are now aggressively slashing prices in order to get rid of inventory.
A prime example of this is Toys R’ Us which will dramatically cut the $99 suggested retail price all the way down to $50. This is a dramatic hit to Activision and the DJ Hero brand proving that even with some high-powered talent support from the likes of Jay-Z and Eminem, music counsel rhythm based games seem to be on their way out.
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