Shred’s Dismal Sales Were Part Of Activision’s Plan

The latest title in the once blockbuster franchise, Tony Hawk: Shred, has sold an embarrassing 3,000 units only during its first week in market, but - if the company's CEO is to be trusted - this has been part of Activision's plan all along.

"There's hopefully a method to that madness," Eric Hirshberg, CEO of Activision Publishing, said. "For the first time we're targeting that game to kids. It's a gift-oriented game, but, that said, we need to build awareness for the game still. ... I think you'll hopefully see a bigger ramp-up as we get further into the gift-giving season."

Hirshberg then pointed out that Tony Hawk: Shred was named one of the top 12 gift ideas for the holiday season on The Ellen DeGeneres Show.

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