NAMM and Activision/Redoctane® Announce Partnership to Link “Wanna Play?” Campaign and Guitar Hero® III: Legends of Rock

Online collaboration and nationwide retail effort bridge gap between virtual and real-world guitar playing to create more music makers

January 17, 2008

NAMM, the trade association of the international music products industry, today announced a new initiative with interactive entertainment industry leader RedOctane®, publisher of the best-selling Guitar Hero® videogame franchise. NAMM will link its consumer-facing Wanna Play? public awareness campaign, which encourages people of all ages to experience the joys of making music, with the recently released Guitar Hero III: Legends of Rock, one of the hottest and most coveted gift items this past holiday season. The exciting program marks the first time NAMM has linked with a video game company.

The new teaming is aimed at strengthening the connection between virtual and real-world guitar playing, along with encouraging more people to experience and enjoy both pastimes. Promoting the playing of musical instruments and educating people about its benefits are the goals of NAMM’s Wanna Play? campaign, which debuted one year ago.

“This initiative is a natural way to share the power and energy of recreational music making with an audience who is showing a desire to play a musical instrument,” said Joe Lamond, president and CEO, NAMM. “A recent NAMM Gallup poll showed that 82 percent of Americans who don’t play a musical instrument wish that they did. Our partnership with Guitar Hero® will demonstrate a fun progression from playing an interactive game with roots in music to learning how to play an instrument for real.”

“We’re very excited to link Guitar Hero III: Legends of Rock with the Wanna Play? campaign, as NAMM reaches active and aspiring musicians of all ages and walks of life,” said Dusty Welch, head of publishing at Activision/RedOctane. “We believe this title offers a truly unique, fun experience to gamers, seasoned musicians and novices alike and we look forward to collaborating with NAMM on these efforts.”

The announcement took place at the 106th annual NAMM Show in Anaheim, Calif. The NAMM Show is the preeminent gathering of the music industry where music product manufacturers and retailers showcase the latest musical instruments and state-of-the-art technologies. This year, Activision/RedOctane is joining the fun by providing show attendees and retailers a chance to play Guitar Hero III: Legends of Rock with game kiosks that are part of the partnership. The show is buzzing with ideas for unique competitions as retailers line up to become part of the program and offer these kiosks in their stores.

Links between NAMM’s icon link site, and will enable music enthusiasts and gamers alike to explore the variety of ways they can get involved with playing real and virtual guitars, including programs tailored to youth, baby boomers and seniors and weekend warriors, among others, and the entire Guitar Hero series.

NAMM Member retailers nationwide will feature in-store Guitar Hero III: Legends of Rock kiosks and sponsor local contests where players can compete to win prizes, including music instruments, music lessons and the honor of being crowned the local in-store Guitar Hero champion.

In Guitar Hero III: Legends of Rock, fans shred to tracks from some of the most legendary rock artists such as Aerosmith, Metallica, The Rolling Stones, Smashing Pumpkins, Guns ’N’ Roses, The Sex Pistols, Rage Against the Machine and many others. Also highlighted in the game are a number of popular guitar brands that are aligned with Activision/RedOctane and sold at NAMM Members’ retail stores.

The Guitar Hero franchise is a pop culture phenomenen, with Guitar Hero III: Legends of Rock containing explosive new content and features including a multiplayer action-inspired battle mode, grueling boss battles, a host of exclusive unlockable content and visually stunning rock venues. Expanded online multiplayer game modes will also allow fans worldwide to compete head-to-head for true legendary rock status. Fresh downloadable content will also be offered on multiple platforms, and players can now tear it up to a killer set list from many of the most popular rock songs ever recorded.

About Activision, Inc.
Headquartered in Santa Monica, Calif., Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $1.5 billion for the fiscal year ended March 31, 2007. Activision maintains operations in the United States, Canada, the United Kingdom, France, Germany, Ireland, Italy, Scandinavia, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company's World Wide Web site, which is located at
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