Gaming analysts slash DJ Hero projections in half

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Not even Jay-Z and Eminem might be able to save this one. Although Activision’s DJ Hero is EVERYWHERE these days as it hits stores tomorrow, it looks like Wall Street analysts aren’t buying it…and neither will consumers. Analysts Cowen & Company have dropped their projections for DJ Hero in half due to lack of interest from a recent retailer survey.

“On DJ Hero, despite some recent positive comments from company management about pre-orders, we remain very cautious about the title’s prospects at launch,” he noted. “A survey of online retailers indicates a demand profile that is well below what we would have expected to see just a few days before launch for a title that was destined to be a big (or even modest) hit. As a result, we are reducing our estimate for DJ Hero Q4 US unit sales from 1.6 million to 600,000, and we are reducing our first year estimate from 2.5 million to 950,000.”

There are a lot of factors that go into this…for many it’s the fact that consumers don’t want another fake plastic instrument crowding up the family room…for others…scratching on turntables just doesn’t have the appeal of rocking out on a guitar. We’ll just have to see how sales go tomorrow. Now if only Dr. Dre was involved