Huang: 'DJ Hero' to grow over time'

RedOctane's Kai Huang is expecting initial sales of Activision's DJ Hero to be slow.

Speaking at the PLAY Digital Media Conference in Berkeley, the Guitar Hero creator predicted that the title will grow over time, rather than follow the "typical video game" sales curve.

"We're not expecting a typical video game curve where you sell the majority of the units in the first month and then it decays quickly," Huang said. "We're expecting this to be the type of game that may come out of the gate a little bit slower, but continue to grow over time.

"We've got a bit of a headstart, people have an understanding what music games are, it has the Hero brand on it. But at the same time, people don't know what a DJ game is, they don't know what you're supposed to do. Our strategy again is to focus on in-store demos," he continued.

"If you look at Guitar Hero 3, which to date has been the most successful Guitar Hero game to date selling 12 million units, it did take three iterations to get the game out there and for people to know how it works."

DJ Hero arrives in North America on October 27 and in Europe on October 30.