Active, Activision To Sell Guitar Hero In UK Music Instrument Stores

Active Music Distribution announced a partnership with publisher Activision to exclusively distribute Guitar Hero World Tour throughout music instrument stores in the UK. Developed for the PlayStation 2, PlayStation 3, Xbox 360, and Wii, Guitar Hero World Tour is scheduled to ship in the region on November 14th. The title debuted in the States last week. With the agreement, Active Music hopes that attracting gamers to music instrument stores to purchase the music-based title will also generate an increased interest in actual music instruments. The game features drum and microphone controllers for the first time in the series, in addition to its guitar controller. Active Music Lee Worsely described the deal as a "real opportunity for stores to embrace the platform and bring new customers into their shop," according to a report from Music Instrument Professional. Worsely suggested that music instrument stores can bring in repeat customers by offering incentives with game purchases, such as free instrument lessons or discounts on their first instrument purchase. An Activision spokesperson added, “We have seen this growing connection between Guitar Hero and music making, so finding a partner that could take the game to the grass roots of music making seemed an obvious channel to explore. We are delighted to have partnered with Active Music and look forward to developing this market together during the coming months.”