US games publisher Activision is to axe its Guitar Hero game after the latest edition failed to meet sales expectations.
The publisher said in its financial statement that the game series was being discontinued because "the popularity of music-themed video games has faded".
“These decisions are based on the desire to focus on the greatest opportunities that the company currently has to create the world's best interactive entertainment experience,” the company said in a statement.
Back in 2010, Activision CEO Eric Hirshberg had said that the end of Guitar Hero was on the cards, but added the company was looking to build on the Guitar Hero brand name instead of launching new games under its banner.
According to the Daily Tech, analysts put the game's lack of success down to pricing, not a fading interest in the genre.
The analyst believe that the franchise failed to generate strong sales simply because people didn't want to pay additional fees to get annual updates and purchase accessories like guitars and other add-ons.