NEWS 8 MCV 16/07/10
WWW.MCVUK.COM
Force Unleashed II will spark major licensing push Range of books and toys planned LucasArts ‘paranoid’ of tarnishing Star Wars Publisher eyes PS Move
by Christopher Dring
TOYS, BOOKS and clothes will accompany the blockbuster launch of Star Wars: Force Unleashed II on October 29th. LucasArts is treating the upcoming sequel as a true ‘event launch’ similar to a Star Wars movie. The firm adopted a similar tactic for the first Force Unleashed, which went
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would expect from a major Star Wars launch. “We definitely know that people who never played a Star Wars video game before decided to get Force Unleashed because they read the graphic novel or the book, and wanted to see how it played out in the game. And we’ve seen those who own the game buy toys and books, too.”
We see Force
Unleashed as a big Star Wars event –licensing is fully behind it.
Haden Blackman, LucasArts
on to sell over seven million units across the globe. “We see Force Unleashed as
a big Star Wars event,” said LucasArts executive producer Haden Blackman. “We feel like it is a genuine part of the Star Wars lore and it continues the saga. So licensing is fully behind it and we are doing most of the stuff you
Although the original Force Unleashed received positive press, Star Wars games have had a chequered critical history. Blackman says LucasArts is now desperate to avoid poor- quality games so not to damage the Star Wars brand. “Star Wars fans have been forgiving over the years,” Blackman added.
Online game card sales rise 200%
SALES OF online gaming cards have risen dramatically over the last year.
Incomm, one of the leading providers of these cards, told MCV its sales have increased by 200 per cent since 2009.
The company delivers cards for a number of
leading games brands in the UK, including Xbox Live, PSN, Disney’s Club Penguin, RuneScape and Playfish. “The prepaid gaming cards allow a retail presence for brands which in turn offers
merchandising and promotional opportunities,” said Incomm’s digital gaming product manager Laura Willavoys.
“The traditional retail
channel is one which is not typically open to digital brands and the cards open up this opportunity.”
Incomm has strong ties with major retailers such as Sainsbury’s, WHSmith, Asda and Toys R Us. It is currently in discussions with key entertainment retailers.
www.incomm-europe.com
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LucasArts says Force Unleashed II’s launch is on par with what is expected from a major Star Wars film
“But we don’t take that for granted. We are so paranoid about tarnishing Star Wars. We want to make every game as good as possible, but it doesn’t always work out that way. “The Force Unleashed II is a better game. Whether it reviews or sells as well, I have no idea.”
Other new Star Wars games in the works include LEGO Star Wars III and Star Wars for Kinect. And LucasArts is also looking at creating titles for Sony’s motion-sensing controller, PlayStation Move. “We looked at Move quite extensively,” said Blackman.
“As a company we are very supportive of both Move and Kinect. We are keenly interested in finding the right games to support that specific motion-sensing technology. “We have people internally at LucasArts who are actively looking at it.”
Blobo marketing assault revealed
A CASUAL PC motion- sensing accessory will receive a large-scale marketing push this Q4.
Blobo – a small ball that can be rolled or squeezed to control games on-screen – will be advertised on ITV, Five and Living TV. The 30-second ad will also appear on kids TV channels including Cartoon Network, Nickelodeon, CITV and Boomerang to attract its key demographic.
Distributor Logic1media has also announced plans for in- game advertising – allowing companies to have their logo embossed onto billboards, basketballs and more. Since it’s reveal in MCV in March, Blobo launched in
Blobo adverts will appear on ITV, Five, Living TV and more
the UK in April at The Gadget Show Live and has seen a range of new games released such as Hammer Throwing, Hula Hoop and Bowling. Over 50 software titles will be available throughout the remainder of 2010 including Penalty Football. Logic1media’s MD Helen Smith told MCV: “This is advanced, high-tech, precision gaming at its best – Blobo is mobile, addictive, sporty and offers adrenaline-pumping fun for all ages and abilities.” Blobo is available now in a ‘Fun and Fit’ bundle with six sports games, a charger and a Bluetooth dongle for £69.99. Logic1Media: 0800 505 3084
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