Researcher DFC Intelligence has conducted a study of consumer behavior among players of MTV’s Rock Band and Activision’s Guitar Hero titles. The firm says there are high crossover rates in the most recent releases in the franchises. It found that 45 percent of those who played Guitar Hero 5 also played The Beatles: Rock Band. Reverse crossover from the Rock Band title to Guitar Hero was slightly lower at 34 percent. Findings also showed brand loyalty within the franchises, with about a quarter of people who played the immediately preceding title in each series migrating to the sequels.
DFC found that The Beatles: Rock Band succeeded in attracting more new users to the music genre. Worldwide, 64 percent of those who played the Beatles title had not tried earlier games in either music franchise. For Guitar Hero 5, 46 percent claimed they had not played earlier music games.
DFC’s findings are based on usage data collected from more than 10,000 users on online game community site GamerDNA. Read more in the press release.
