Many critics believed that the number of releases of Guitar Hero games was "milking" the brand name and oversaturating the market.[1][205][206] PaRappa the Rapper creator Masaya Matsuura stated that the video game market was growing stale and needed to move beyond games that simply challenge the player to mimic the playing of licensed music.[207] Ryan Geddes of IGN stated that he "hit the wall with play-along music games", and challenged the game makers to explore other ways to combine music and video games.[208] Analysts stated that such games must continue to innovate instead of just providing more songs in order to prevent "genre fatigue".[209] Jesse Divnich of Electronic Entertainment and Design Research commented that, much like Dance Dance Revolution, Guitar Hero and other music games explosively grew initially due to significant new features from other games but have become stagnant due to focusing on content over features, and suggested that for the genre to continue to grow, they must look to incremental changes as done with the first-person shooter genre.[210] Former CEO for RedOctane, Kelly Sumner, believed that Activision "abused" the series, as "they tried to get too much out of the franchise too quickly".[211]