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‘Cutting game prices will not provide long term sales boost’


Industry responds to price cut demands, insisting low RRP won’t boost sales long-term by Christopher Dring


SONY, HMV AND THQ have hit back at the retailers calling for lower-priced video games. Key execs claim publishers risk devaluing their products if they were to give in to demands from companies such as Sainsbury’s.


The supermarket chain told suppliers to slash the price of video games at its annual entertainment conference earlier this month.


“Everybody who works for HMV loves music, video and games,” said HMV CEO Simon Fox at the retailer’s own conference. “We hate to see products getting devalued in the market. In fact, the bigger the product becomes the more it gets discounted and devalued. We are committed to doing things differently to others.” SCE’s UK sales director Mark


Howsen feels the industry needs to work on creating compelling products – not cheap ones.


Publishers maintain that cutting the cost of games is not the answer to the sales downturn


MCV 23/07/10 7 Sponsored by


MICROSOFT: Downloadable quiz game 1 vs 100has been canned. Microsoft announced that the interactive quiz show would not be returning for a third series.


GAME: The retailer has launched a new mobile portal allowing users to buy games, ringtones, videos and more through their phones. The site can be accessed at mobilestore.game.co.uk.


SONY: Over 1m digital PlayStation Minis games have been downloaded on PSN worldwide since the service launched in October 2009. SCEE named Age of Zombies as the best-selling title.


“I don’t think SRP reductions are the answer,” he told MCV. “This would perhaps provide a short-term blip but we would


be back in the same position a few weeks from now. “Ultimately consumers still want to experience the new innovation and excitement our industry’s products can deliver.


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RECRUITMENT specialist Specialmove has a brand new website and mascot: AKA-Maru. The robot (pictured) was


created by Hawaiian artist and designer Leo Blanchette, and has been created to coincide with the firm’s new site. The website now allows job hunters to find employers through a search engine that matches jobs depending on skills and career objectives. Visitors can upload their CV and read the latest industry news. The firm has also integrated social networks into the site,


Specialmove gets new website and mascot


which allows them to promote vacancies via Twitter and LinkedIn. The website uses recruitment management software developed by Firefish. Specialmove CEO Andy Campbell said: “After five years we felt that we needed to give our site a complete overhaul. We also wanted to integrate a new recruitment and talent management software solution. “And we are very excited to unveil AKA-Maru as the new face of the company. We have big plans for him.” www.specialmove.com


“The main difference now is they’re having a tougher time economically and have become more discerning in their


SRP reductions would provide a short-term blip but we would be back in the same position after a few weeks. Mark Howsen, Sony


while consumers demand triple-A epics, prices of video games have to remain high. “If price becomes a bigger


purchases. They need to be captivated and be sure that the product they are buying will deliver.” THQ’s UK marketing director Jon Rooke says that


”


factor, then maybe the industry will look at different ways of bringing games to market with different business models.


“But whilst we’re all being tasked by the industry to make 95 per cent Metacritic games, theatrical experiences costing $50 million with at least 40 hours of gameplay in there, there’s going to be a cost to both the consumer and the retailer.”


Kerri West joins Sony


FORMER EA product manager Kerri West has joined SCE UK. She takes up


the role of product manager and will look after the firm’s line-up of social games, such as SingStar, Buzz and forthcoming titles for PlayStation Move. West had previously worked at EA for three years, most recently as product manager for The Sims franchise. “I’m really excited to join


Sony,” commented West. “I can’t wait to get started on my first titles.”


CHECK OUT THIS WEEK’S VIDEOS:


 James Bond: Blood Stone  Enslaved  Homefront


Videos are available within the free iPad Edition of MCV on iTunes and the PC Digital Edition, which can be accessed at MCVUK.com


JAGEX: The developer has revealed plans for its latest release – Stellar Dawn–a new sci-fi MMO due for release next year. Users can sign up to the game’s beta at stellardawn.com.


NINTENDO: It seems a few gremlins wriggled their way into MCV’s news pages last week – ‘Dragon Quest XI‘ should have read ‘Dragon Quest IX: Sentinels of the Starry Skies’.


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