4 MCV 16/07/10 NEWS [LEADER]
THE TRUTH (AND CHALLENGES) BEHIND
THOSE NUMBERS For all the doom and gloom, the six months’ figures for the UK games industry weren’t all bad news. The likes of EA, Sony and Take-
Two had plenty of reasons to cheer. Traditional game sales are actually on the increase. And gamers, your customers, have been spoilt by
a great line-up of titles, from Heavy Rainto Super Mario Galaxy 2, BioShock 2to Red Dead Redemption. In fact, there have been 15 different Chart-Track No.1s this year. These figures also don’t take into account the
revenue generated digitally. We can only guess how much money Activision made from those Modern Warfare 2map packs. A lot, for sure. And let us not forget that we as an industry
generated over half a billion pounds over the last six months from retail software sales alone. How many other sectors can boast that in today’s climate? But for all the spin, the term ‘double digit decline’
speaks for itself. And ask anyone in the trade why the market has dipped so much, and you’ll get a number of different answers: it was the snow, the heat, digital distribution, the ash cloud, economic uncertainty, the general election, even the World Cup.
“Let’s not forget that games generated half a billion pounds over the last six months in software sales alone.”
The reality is it was probably all of these things and
more that have hurt consumer confidence. But take a closer look at Chart-Track’s data and you’ll see the real reason behind the sales downturn – the decline of the casual market. The fact is, with rising fuel prices and continued
economic difficulties, families are reducing their entertainment spend. And why should they splash out on an expensive
console game when Dad’s perfectly happy with his Develop Award-winning iPhone game Angry Birds, and the kids are too busy with FarmVilleor Mafia Warsto want to play anything else? It is now up to Nintendo, Microsoft and Sony to
persuade the casual and family audience to spend money at retail once again. Can 3DS, Kinect and Move reinvigorate the
market? There are doubts. PS3 is an expensive piece of kit. And can Kinect really appeal to families? Maybe, but price is absolutely key. Either way, this Christmas promises to be big. The
release line-up for September onwards is much, much stronger than it was last year. It’s not just Call of Duty, FIFAand Assassin’s Creed.
There’s GT5, Final Fantasy, Fallout, Halo, The Sims, GoldenEye and Need For Speed. To name but a few. So, yes: so far, so difficult. But don’t write 2010 off
just yet. Just keep calm and carry on.
Christopher.Dring@intentmedia.co.uk
THE REINVENTION of Microsoft’s Xbox 360 begins today (Friday, July 16th) with the UK launch of Xbox 360 S. The new console features a slimmer, lighter design, a 250GB hard drive, a built-in wi-fi connection and a special auxiliary port designed to link with the upcoming Kinect.
Ubisoft targets 30%
Publisher plans six to eight titles for 3DS debut 3D on consoles by James Batchelor
UBISOFT wants 30 per cent market share on 3DS when the platform hits retail, the publisher has told MCV. Speaking at the recent Ubisoft Summer Fair event, UK sales director Darren Bowen said the firm expects to account for a significant portion of sales when
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Chaos Theory, Battle of Giants: Dinosaur Strike and a new Driver game.
The firm has previously championed the potential of 3D technology with titles such as James Cameron’s Avatar: The Game and the upcoming Shaun White Skateboarding. Ubisoft reiterated that it will fully support the 3D movement – although its focus will be
With six to eight of the key 3DS launch titles, we’re expecting 25 to 30 per cent share on that platform.
Darren Bowen, Ubisoft
Nintendo’s highly anticipated handheld is released. “We will have six to eight of the key launch titles on 3DS, so we are expecting anywhere between 25 and 30 per cent share on that platform,” he said.
In the wake of the 3DS’ E3 unveiling, Ubisoft confirmed it was working on five new titles for the handheld from some of its biggest selling brands. These games include Assassin’s Creed: Lost Legacy, Ghost Recon, Splinter Cell:
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on motion control until the installed base of 3DTVs improves. Marketing director Murray Pannell said: “3D will certainly come but it will come slowly and in time.
“The technology is
spectacular but at the moment it’s relatively expensive for true 3D in the living room. It’s tricky to understand how it can become a social experience, since gaming is now so focused on families and multiplayer.
“The Wii has already proven that motion control can exist now, it’s fun and you can enjoy it with multiple people at the same time. Clearly, Microsoft and Sony have identified this as
XBOX 360 S ARRIVES ON UK SHELVES
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