 Video game industry analysts considered 2009 to be a critical year for rhythm games, and they believed that it would allow them to gauge the future success of the genre. Both the Guitar Hero and Rock Band franchises were expanded, and they received entries for handheld gaming devices and mobile phones. Specialized titles that targeted specific genres and demographics, such as Band Hero for pop music and Lego Rock Band for younger players, were released. Sales of music games were down in the first half of the year. This decline was attributed to fewer purchases of instrument controllers; it was assumed that players had already bought such controllers and were reusing them. While analysts had expected that United States sales of Guitar Hero 5 and The Beatles: Rock Band would be high — close to or exceeding one million units each in the first month of their release — sales only reached roughly half of those projections. The failure to meet sales projections was partly attributed to the impact of the late-2000s recession on the video game industry; Harmonix's CEO Alex Rigopolis considered that at the time, both Guitar Hero and Rock Band were the most expensive video games on the market. Analysts also considered it to be a sign of market saturation. Further contributing to the decline was genre stagnation; the franchises retained the same basic gameplay over several iterations, giving consumers less incentive to buy additional titles. Harmonix CEO Alex Rigopulos felt that the aggressive competition between the Rock Band and Guitar Hero brands on the belief that the market could only support one franchise also contributed to the decline of these games. As a result, analysts lowered their expectations for future music games; for example, projections of first quarter U.S. sales of DJ Hero, a Guitar Hero "spin-off", were reduced from 1.6 million units to only 600,000. Sales of rhythm games, which totalled $ 1.47 billion in 2008, reached only $ 700 million in 2009. Analysts predicted that the market would settle at the same "healthy" $ 500 – 600 million level of the Call of Duty series. Wedbush Securities analyst Michael Pachter concluded that the saturation of the rhythm game market accounted for one-third of the industry's 12 % sales decline in 2009.
