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Becks to boost EA’s fitness dream Football superstar spearheads Christmas marketing campaign for Sports Active 2
by Dominic Sacco
EA WANTS to turn Sports Active 2 into a major global fitness sensation – and has David Beckham on board to achieve that goal.
The publisher has told MCV that it is broadening the franchise’s reach by launching the title on multiple platforms and combining it with a marketing campaign featuring England’s football legend. Speaking at the EA Play 4 Xmas event last week, EA Sports product manager Alice Brandvik said: “It’s a triple-A title for us in the run-up to Christmas so we’ll have a huge marketing spend around it. “We’ll be doing what you’d expect – plenty of advertising on TV, online, in print, at retail
“
David Beckham will help EA reach a wide audience with Sports Active 2
[NEWSWIRES]
MICROSOFT: A 250GB Xbox 360 console and Kinect bundle arrives on November 10th, priced at £299.99. A separate pack containing Kinect and the 4GB Xbox 360 will cost £249.99.
APPLE: The iOS 4.1 firmware upgrade has gone live for iPhone 3GS and 4 users, giving them access to Game Center – a new Xbox Live-style social gaming hub.
SONY: Homebrew and pirate games device PSJailbreak has been blocked on PSN via a security update. It will no longer function correctly when used on a PS3 that has firmware update 3.42.
“As the spokesperson for us, he’ll be doing some PR for us and will be involved in all the
Having someone like Beckham who is at the pinnacle of fitness is going to broaden the title’s reach.
Alice Brandvik, EA
and outdoor. Our partnership with Beckham means he’ll be involved in that.
marketing activity. Having someone like Beckham who is at the pinnacle of fitness, with
New console design firm goes live ”
A NEW hardware redesign service has launched – Aliens Stole My Console.
Consumers who visit the
firm’s website at
www.aliens
stolemyconsole.com can buy a brand new repainted machine, or send their current console or peripheral in to be coloured in the style of their choice. To help promote the service, some of the company’s designs will feature on popular TV shows Hollyoaks and X Factor. “Aliens Stole My Console transforms gaming products from what the manufacturer intended into something bright and colorful,” said Total
Console Repair marketing executive Rio Barnes. “After ongoing
research into colouring techniques and effects, ASMC is proud to introduce a unique growing range of products. After the colouring process, the user’s chosen finish is then applied. “In the final stages a specially formulated alien UV protection coating is applied – making the item scratch resistant, whilst adding clarity.”
The company has high expectations for the service, and will even introduce corporate branding over the coming months. “We are projected to do well, particularly with the heightened interest in corporate branding,” added Barnes. “Our focus is to continue to develop new ways to express individual style and identity through colour. Aliens Stole My Console products are a statement of fashion. Visit our design studio and express your individuality – it’s time to protect your retinas.” ASMC: 0845 225 5201
CHECK OUT THIS WEEK’S VIDEOS:
Mario’s 25th Anniversary Family Trainer Despicable Me
Videos are available within the free iPad Edition of MCV on iTunes and the PC Digital Edition, which can be accessed at
MCVUK.com
an aspiring figure, is really going to help us broaden the reach for EA Sports Active 2.” Becks has also worked with EA in the development process of Sports Active 2, which is due for release on November 19th for Xbox 360 Kinect, PS3, Wii and iPhone. The fitness title comes bundled with a heart rate monitor that gives the user constant feedback to help
gauge workouts. It features 70 different exercises, an in-game personal trainer, a nine-week challenge plan and a virtual journal which allows players to keep track of their workout progress over time. EA Sports Active 2 has an RRP of £79.99 across all platform SKUs. The PS3 version will not require Move to work. EA: 01483 463000
NINTENDO: The Wii and DS have received security updates preventing the use of illegal flash cartridges. These allow pirated games to be played on the consoles.
2K GAMES: Mafia IIhas been banned in the United Arab Emirates, joining other titles including THQ’s Darksiders, Sony’s Heavy Rainand Rockstar’s Red Dead Redemption.
MCV 17/09/10 9
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