Key dismisses comparison with Guitar Hero games
Ubisoft senior vice-president of sales and marketing Tony Key defended the longevity of hit series Just Dance, in an interview with [a]list daily, .
Just Dance 4, released earlier last month, is Ubisoft’s fourth game in the series in as many years but Key remained confident of the franchise’s lasting appeal, calling Just Dance “a reflection of what’s happening in pop culture – as it evolves, so does the brand.”
Key also dismissed the idea of brand burnout with the Just Dance series, emphasizing the series’ willingness to change and keep with the times. Key likened its appeal to that of sports games, saying, “Every entry evolves the franchise and changes the roster, and that’s what Just Dance does, and every year we’re successful. It’s not burnout we’re worried about and we put a lot of work into keeping it fresh.”
Comparisons can be drawn between Just Dance and Guitar Hero, another highly popular, annualized music game that once ruled the charts, creating the question of whether or not Just Dance will flame out in similar way to Activision’s top-selling guitar game.
Key doesn’t think about it that way, though. “I would rather not compare it to Guitar Hero. Just Dance is all about the latest trends, and Guitar Hero is about great classic rock.”
Key pointed to Just Dance’s continued success year after year, calling the series a “console tradition” and citing Just Dance’s spot as the number one selling game on Kinect. “So long as motion control is used on consoles, I think there’s a place for Just Dance.”
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