Music genre games "Guitar Hero" and "Rock Band" are bona-fide smash hits, entering the rarefied air once reserved for only the elite first-person shooters, "Mario" games or sports titles. And success breeds imitation.
Music games seemed to be everywhere at this week's E3 video game trade show and it wasn't just Activision Blizzard Inc showing off its upcoming "Guitar Hero: World Tour" or MTV Games, a unit of Viacom Inc, providing a sneak peek at "Rock Band 2." Both are due out later this year.
Nintendo Co Ltd debuted "Wii Music," a game that lets you simulate playing over 60 different instruments, while Konami Corp and Microsoft Corp also showed off new music games of their own on the horizon.
"Music has really become the killer application," said Don Mattrick, a Microsoft senior vice president, who runs the company's Xbox business.
Music genre games accounted for 16 percent of U.S. video game software sales in 2007 and comprised a staggering 44 percent of last year's software sales growth, according to research from investment bank UBS Securities.
Most suppliers are attempting to pass the costs on directly to consumers while keeping retail margins steady, so many are raising the actual minimum advertised price (MAP) on select products.
Subwoofers are hardest hit, as they are laden with metal, and they are heavy and expensive to ship. Speakers also use oil-based material in their driver cones. Many of the companies raising prices at present are speaker and amplifier brands.
The genre evolved out of the once popular rhythm game genre. In rhythm games like Konami's "Dance Dance Revolution," players score points by stepping on a touch sensitive pad in time with generic music.
In music games, the touch sensitive pad was replaced with a toy musical instrument and the generic songs were replaced with recognizable rock hits, giving players the simulated experience of playing real instruments.