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If at first you don't succeed, Ride, Ride again


You think the first time Tony Hawk, the man himself, stepped onto a skateboard it was a sick run? Heck no -- it was pathetic. But you know what? He got back on. And the rest is history.

Activision today fessed up to that new installment in the Tony Hawk game franchise, confirmed for a 2010 release and paired with the skateboard peripheral introduced with Ride last fall -- and boy was that a big fall. Shaking off signs that Ride and its board are about as beloved as worn-out Levis and antique Tupperware, Activision has committed to another run on the Tony Hawk board.

"Game ratings for Tony Hawk: Ride weren't as high as we would have hoped last year, and in hindsight it took longer to optimize the hardware, leaving less time to develop the software we launched in 2009," said Mike Griffith, President and CEO of Activision Publishing, during a financial report and outlook call today. "Still, play-testing and consumer feedback have been very encouraging."

"This year, with the hardware complete, we'll be focusing on improving the software in order to unlock the full potential of the board," Griffith added. "We continue to believe that this innovative peripheral redefines the skateboarding experience and could potentially have different applications in the future."

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