NEWS 6 MCV 17/09/10
Farrell: ‘We need more give and take from retail’
THQ CEO defends firm’s anti-pre-owned tactics but understands second-hand’s allure by Christopher Dring
THQ CHIEF Brian Farrell says the publisher must monetise used games and has called on retail to help.
The outspoken exec says the firm needs to capture more of the value chain, but insists this is not an attack on the High Street.
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marketing, and we need to make sure we capture that value chain.
“Retail is now thinking about ways they can participate in DLC and some of these second user charges that we’re doing. We are not trying to push retail aside. We are saying we need to monetise as well because it
We are not trying to push retail aside. We need to monetise pre-owned as well because it is our investment. Brian Farrell, THQ
He told MCV that THQ will help retailers make money from DLC, but the relationship between publishers and stores needs to be more ‘give and take.’ “We work with all of our retailers and we understand their business models,” said Farrell. “Our point is that we are making these huge investments in project developments, sometimes in licences and
Future closes PC Answers
YET ANOTHER PC mag has closed at Future this week. The media firm told MCV it will be closing PC Answers – just as the final edition of PC Zone hits newsagents as well. PC Answers’ final issue will go on sale next month, allowing Future to focus on other titles. “The team has done a great job in creating a compelling magazine, making this decision even harder,” said PC Answers’ publisher Charlotte Morgan. Future: 020 7042 4000 Turn to page 32 for our PC Zone retrospective
Another publisher partners with GMAs
is our investment. We will work with our retailers but it needs to be more of a give and take.” Farrell has been outspoken in his views on pre-owned, with the publisher introducing second user charges with its most recent UFC release.
Players who purchased UFC
2010 second-hand would have to pay an additional fee if they wanted to play online. And the
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GUITAR HERO: Warriors of Rock will outsell last year’s installment in the series, Activision has told MCV. Last year Guitar Hero 5 went straight to the top of the UK All Formats Top 40, ahead of rival The Beatles: Rock Band. Activision believes the latest title, released next week (Friday, September 24th), will be more successful at retail thanks to a mammoth marketing campaign. Activision brand manager Jonathan Edney said: “Such is
Farrell claims publishers are entitled to share pre-owned revenues
exec says the money generated from this activity proves how popular used games are. “What we saw when we did the online charge for the second purchaser of UFC, we found a pretty good attach rate – it confirmed out suspicion that there are a lot of people
participating in used games,” he said. “We would like to find a way to reward gamers for purchasing first. We need to think of our customers and not be punitive to people who buy second-hand.” THQ: 01483 767656
Activision aims to top GH5 sales with Warriors of Rock
Warriors of Rock adds a new fantasy twist to the Hero series
the quality of the game and the campaign we’re pulling together to support it, that we fully expect
it to beat last year’s numbers and help retain Hero’s position as the most valuable music gaming franchise in the world.” Activision is keeping its marketing plans secret, but Edney promises a “heavyweight spend that is able to engage consumers at a deep level”. Warriors of Rock adds a new guitar controller, a quest mode and the ability to transform in- game band members into epic fantasy beasts. Activision: 0203 060 1000
SEGA HAS become the latest company to back this year’s Games Media Awards. The publisher is sponsoring the Best Writer, Print category at the event, which takes place at the Bloomsbury Ballroom on Thursday, October 14th. Senior PR manager Stefan McGarry told MCV: “We’re happy to support the event as it gives a lot of people a chance to be appreciated for their tireless
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hard work, professionalism and passion. I personally wouldn’t have spent ten years in this industry if the press weren’t a pleasure to work with; it’s great that they’re getting a pat on the back.” This year’s GMA finalists have been announced and a panel of the best in the UK games media – and their chums in PR – is voting to decide the winners. The contenders in the Sega- sponsored Specialist Writer, Print category are: Jon Blyth, Freelance; Matt Handrahan, Games TM; Matthew Castle, NGamer; Gillen McAllister, OXM; Tom Francis, PC Gamer; Alex Wiltshire, Edge. A very limited number of
trade tickets are available at £50. Contact Kathryn.Humphrey @
intentmedia.co.uk to secure your place.
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