Activision not bailing on Tony Hawk - Report

Publisher's CEO of publishing defends Shred's slow sales start and says the extreme sports legend has staying power on par with Michael Jordan.

Last month it was revealed that Tony Hawk: Shred, the follow-up to the critically panned Ride that was promised to be "better," sold just 3,000 units in its debut week. That considered, publisher Activision isn't ready to bail out on Mr. 900.

Virtual Tony Hawk still believes he's number 1.

Speaking with Industry Gamers, Activision's CEO of publishing, Eric Hirshberg, said it's too soon to deem Shred a failure. He said the company will market the title aggressively to children during the weeks remaining before Christmas.

"I think it's early to close the book on Tony Hawk: Shred, because we are marketing it to kids, and it is a great gift, and the gift-giving season has already begun," he said. "We're going to keep the pedal to the metal on that and continue to market through the holiday and hopefully we'll deliver some proponents."

Additionally, Hirshberg addressed the franchise's cover athlete. The executive expressed a belief that Tony Hawk is an icon on par, in terms of notoriety, with legendary basketball star Michael Jordan.

"The one question that I can answer, and remarkably so, is that Tony Hawk does really still have relevance and tremendous appeal for people," he said. "He is a lasting icon. He has that Michael Jordan-ish or Jordan-esque staying power, seemingly."

In related news, there have reportedly been layoffs at Robomodo, the Chicago-based development house behind Tony Hawk: Shred. According to sources, 30 to 60 staffers have been let go following Activision's decision to strip the independent studio of the Tony Hawk franchise.

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Discussion

216 comments
geoff-uk123
geoff-uk123

[This message was deleted at the request of the original poster]

91210user
91210user

There a HUGE corp that selling motion controls... Nintendo, Sony, Xbox and one man and his little third party comes along to challenge that... I think Tony Hawks came into the market at the wrong time. Then we have Kinect and Sonic Riders, I wouldn't be surprised if Sonic Riders sold alot more units and made more money.

Flint247
Flint247

In my opinion, THUG was the last great TH game. THUG2 was bizzarre, THAW was good, but had too many issues, so I choose THUG.

StuartBraule
StuartBraule

@Generic_Dude a remake of THPS 1,2 and 3 in one game would be amazing.... with a few "new" levels thrown in

Generic_Dude
Generic_Dude

I'd like to see an HD remake of THPS 1, 2 and 3, before it started sucking. And how about a new Kelly Slater Pro Surfer game -- preferably without a surfboard peripheral?

shadowkiller11
shadowkiller11

Too bad because Shred seemed to actually get some decent reviews and reception, not that I played it though.

L0newolf___DSH
L0newolf___DSH

If they are serious about continuing this franchise, they really need to pull something major out of thier *ss, all the old fans gave up on these games a long time ago, and there really arent enough new fans to keep them going.

aaron263
aaron263

Tony Hawk?.......... Never heard of him XD

hotfiree
hotfiree

I didnt even know tony hawk the person was relevant anymore, he cant still be the best skateboarder? Its annulisable guys! Annulisable!!

flammable_zeus
flammable_zeus

I think the last Tony Hawk game I played was 2 or 3...

contentxcontext
contentxcontext

the tony hawk games are dead activision! give up the goose... or should i say hawk. oh i kill me.

alexnollent
alexnollent

I remember the days of THUG 2. Good days!

Swedenik
Swedenik

@Stedmister If I had to describe Elite force 2, atleast the second half of it, i would have to say it reminds of dead space. Mostly because I was so young and it scared the crap out of me, creepy music and aliens poppin out everywhere

bschroth
bschroth

Sorry Tony. Your games are whack nowadays. Boo Hoo, time to move on.

benleslie5
benleslie5

I've still got the first game on the PS1

fps_d0minat0r
fps_d0minat0r

my favourite was tony hawks pro skater 2. good memories but i dont think id buy another skateboarding game.

VenkmanPHD
VenkmanPHD

Tony Hawk is an overrated asshat, who's only achievment in skateboarding has been pulling off a 900. His games suck now. They have not been good since T.H.U.G. because they are too ridiculous. .skate is winning because one, you feel like you are actually skateboarding, and two, it's not endorsed by a silly dufus of a skater like TH. It has real and relevant skaters backing it up, like Rob Dyrdek. Let Tony Hawk die, get Rodney Mullen a spotlight because he is the god of skating.

Stedmister
Stedmister

@Swedenik It was awesome, I lent it to a friend and never say it again, did play Elite Force II, never finished it, got stuck, but man the first one rocked, they so need to go another Star Trek FPS.

PcGamingRig
PcGamingRig

good i hope they go out of business making crap games or atleast get kotick to resign :P

AsszStake
AsszStake

Tony Hawk is cool and i still like him, it's sad that activision and all those bad developers who made the last 5 games or so is ruining his name. But saying that the Tony Hawks name has as much notoriety as MJs is... well... not right. I agree with everybody, they need to go back to the acrade like gameplay, that was hellafun!

Ratchet_Fan8
Ratchet_Fan8

my god.Old tony hawk games -10-9.5's now Tony Hawk games - 4.0's-3.0 what happened? :o

MJ12-Conspiracy
MJ12-Conspiracy

At this point the Tony Hawk games have a bad rep. one of 3 things need to happen. 1, Sell the franchise off to someone else who can develop it and market it and who has a good track record. 2, Bring the series back to Underground era or before. 3, Bail on the franchise. If a significant change can't be made and if they continue on this path of failure they will ensure that everyone will avoid the franchise in the future out of habit. Shred failed because Activision didn't advertise it like they did Black Ops, I wouldn't have bought it anyway but I totally forgot it was there until the reports of it's sales came in......

travisstaggs
travisstaggs

I just don't get how Tony Hawk games go from good to bad just like that. The last good Tony Hawk games in my opinion was Underground and Underground 2.

helsing44
helsing44

If Tony hawk is what those pricks claim him to be- a legend, an icon and so on, why are they using his name to make an absolute garbage game, base it on him making him look like an f-ing douche and then try to make little kids spend their money on it .. Sure activision.. we get your point.. I really love tony hawk and his true games (pro skater) for what they are but.. Screw activision, gaming world would be better without them.

PixelAddict
PixelAddict

Well this isn't really surprising, is it? They have a lot invested in him, and the Tony Hawk franchise of games is really the main thing they have to target young tweener boys who can't skateboard. That strikes me as a very defined niche market. ;-)

lilflex1
lilflex1

@avail447 i stopped at underground to i turned in my games for a nice price im glad i sold them before this or i wouldnt of gotten much

gamerapper
gamerapper

I wan't a THPS 5 or THUG 3 becuse the rest of the Tony Hawk games was just crap (almost). THPS1-4 had that classic gameplay that I love and THUG was very good. THAW was also good but THP8 was no good at all. There was no park editor, no classic gameplay and no classic Story/Career Mode. THPS and THPS2 was the best games and they should do games like that. THPG was also good. They can combine the games so there is the classic gameplay and The video editor for example. Please Activision. When Neversoft quitted all just...... C'mon

chaldoboy14
chaldoboy14

"He said the company will market the title aggressively to children during the weeks remaining before Christmas." So let me get this straight, the actual fans of the old Tony Hawk games won't buy it because it's trash, so you're just going to trick kids into buying it? Pretty obvious that they know they made a really garbage game when they aren't trying to convince the fans of the older games to play this one. We want THUG 3 or Tony Hawk's Pro Skater 5. But everyone knows they'd probably screw those up too and milk them for what they're worth. Only have like 5 boards available, the rest as DLC you have to pay for, Activision would do such a thing.

avail447
avail447

Thankfully, i stopped at underground one... Its like there just getting worse and worse and WORSE

mclebron23
mclebron23

For the love of god, activision, PLEASE LISTEN to your customers and get rid of the board, maybe wait a year or two, then just come back with THPS5 or THUG3 with the classic Tony Hawk gameplay!!! Thats what everybody here wants! We want a fun arcadey type skateboarding game, like the old Tony Hawks. Not a skateboard that tries too much to be like the real thing when you can just go outside and learn real skateboearding. 2 years-THPS5-best levels/characters-Classic Gameplay-Online-GOLD. =)

drummerdickens
drummerdickens

Tony Hawks got crappy when they started including the deck to stand on. If I wanted that rubbish I'd buy a Wii.

tonyhawksP8
tonyhawksP8

Two horrible sequels ago they pulled the plug maybe they should have stuck with that decision.

vandread5
vandread5

other than CoD and wow activision has nothing, guitar hero and tony hawk was mailked to death and almost none of their new IP was successful. Thats what you get for being such an a$$hole Kotick

Phil-teh-Pirate
Phil-teh-Pirate

Yes there is life, re-release Tony Hawks 3 or 4, in HD, with online multiplayer and a new / extended soundtrack. Skate is an amazing simulation of how skating should be, but Tony Hawks was a great multiplayer arcade skate-em-up.

Sameo
Sameo

I get nostalgia at THPS 1-4. I don't however remember the names of all the ones after that. Either wait 10 more years and release a THPS 5 or kill off the series. Oh wait it's Activision

AlphaCommando
AlphaCommando

Activision? Stop milking a series? Did anyone seriously doubt that they would stop?

Crazy_Legs87
Crazy_Legs87

@LoserMike: I think Neversoft said in a interview that they're done making Guitar Hero games. Though I wouldn't say that Activision is done making money off that series. They'll probably hand it off to someone else.

Ivory-Dynamite
Ivory-Dynamite

I think the only reason they are not giving up is because they paid Tony Hawk a lot of cash,I guess they have to get rid of that stupid board and make a game in the vain of TH games of the past.

macca366
macca366

I find it very hard to imagine the Tony Hawk games surviving. If they want a spike in their sales, at least, they should make a Pro Skater 5, but even then I'm fairly sure the appeal won't last. It certainly died for me many years ago. That's only my personal opinion, though. I'd rather see it ditched, to make room for a new IP to be created. New IP's please.

Trainz2006_fan
Trainz2006_fan

I still reckon they should make a THPS trillogy with 1,2 and 3 like what ubisoft did with prince of persia re-release it with slightly updated graphics and trophy/achievement support and i reckon it would sell like hotcakes!

LoserMike
LoserMike

@Trogeton Activision owns the license to Tony Hawk videogames plus they own most of the developers that make their games. Activision is the one that milked it. Neversoft wanted to stop making Tony Hawk games so Activision moved it to Robomodo. Now Neversoft is stuck doing Guitar Hero games.

andalore
andalore

The Tony hawk's games stopped being good for me at Proskater 4

Skull-Fire
Skull-Fire

@kevass007 Franchises like Mario, Final Fantasy, Zelda, Burnout, Splinter Cell, Donkey Kong, Street Fighter and many more games prove you wrong. Call of Duty is one of the most popular franchises at the moment, it's not going to die down after one more game, unless they completely stuff it up. But considering they only make minor changes in each game, that's probably not going to happen.

KuRf
KuRf

@EtherTwilight you and me both mate..i'll be saying there is a skateboard shop right around the corner...better yet here's my board.

Litchie
Litchie

Making another one ey? That's something I'd expect Satan to do.

imprezawrx500
imprezawrx500

Marketing it towards kids will probably sell more real boards than games, kids see it in the shop then go asking their parents for a skateboard so they can try it out. The tony hawk series died after thps4, that game rocket and they broke it after that. thps2 and 4 were pure awesomeness some of the best sports games ever.