Activision Blizzard to rival iTunes

With new Guitar Hero-led online store.

Activision Blizzard has decided to use the popularity of Guitar Hero to create a "credible alternative" to iTunes.

Big boss Bobby Kotick reasoned this to be the "natural evolution" of the brand, according to the Financial Times, and pointed to the Vivendi partnership and its music catalogue as stepping stone to becoming a "successful competitor".

One elusive licence yet to be snapped up by iTunes is The Beatles back catalogue, which Activision reportedly stumped up billions of dollars to bid for.

There are lots of possibilities, Kotick explained, including global expansion and making the most of brands such as Call of Duty and World of Warcraft through "merchandising and licensing". "We haven't really capitalised on those areas," he observed, outlining a Hollywood-style model as something he is keen to pursue.

Sometimes we include links to online retail stores. If you click on one and make a purchase we may receive a small commission. For more information, go here.

Jump to comments (32)

About the author

Robert Purchese

Robert Purchese

Senior Staff Writer

Bertie is senior staff writer and Eurogamer's Poland-and-dragons correspondent. He's part of the furniture here, a friendly chair, and reports on all kinds of things, the stranger the better.


You may also enjoy...

Comments (32)

Comments for this article are now closed. Thanks for taking part!

Hide low-scoring comments