When the first sales data was released on Activision's $120 DJ simulator, the numbers were dire. We had some thoughts about why the game fell on its face so harshly... and that's where the subject was laid to rest. Often overlooked is the fact that games continue to have a life after their initial release, and sometimes the majority of sales can occur after they have fallen from our radar.
"DJ Hero was dubbed a flop on its release... but what it needed was time for its audience to find it, a price break, and positive word from both friends and reviews to circulate," Activision's Dan Amrich wrote on his blog. Helped along by retail discounts, the game went on to sell 800,000 units at retail during the 2009 holiday season. To date the game has sold a very impressive 1.2 million units. "That's not a flop; that’s the long tail at work."