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. The fallout of the weakening rhythm game market affected game developers, publishers and distributors. Companies in the latter two categories believed that most consumers would own at least one set of instrument controllers by 2010, which would increase the importance of software and downloadable content sales. Activision scaled back its 2010 Guitar Hero release schedule to just two games, reducing the number of SKUs from 25 in 2009 to 10 in 2010. The company closed several in-house developers, including RedOctane, Neversoft's Guitar Hero division, and Underground Development. Viacom, which had paid Harmonix $150 million following the success of Rock Band in 2007, began seeking a "substantial" refund on that investment after weak sales in 2009. Viacom also sought to negotiate new deals with music publishers to reduce the costs of the Rock Band series' licensed music. Ultimately, the company began to seek a buyer for Harmonix during the third quarter of 2010. In 2010, rhythm