Tippl: Guitar Hero needed "nurturing and care" to survive

Activision admits it "probably" didn't do right by the one-time $1 billion Guitar Hero brand.

"Guitar Hero probably didn't receive the amount of nurturing and care that it needed to maintain that position," chief financial officer Thomas Tippl said, speaking at Citi 2011 Conference, a reported by Gamasutra.

"And I think there were a number of good lessons to be learned."

Tippl also commented that the series didn't evolve fast enough to meet the changing state of gaming.

"There were a number of elements to the franchise, as well as our relationship with the providers of the music, that didn't make it conducive to make the digital transition," he said.

"If we come back, and when we come back, with a reinvented Guitar Hero experience, I think all of that will have to be taken into account. Clearly, consumers still have a lot of love for the brand."

Guitar Hero was put on hiatus earlier this year after several recent entries failed to take off.