NEWS 18 MCV 08/10/10
WWW.MCVUK.COM
Can Party be the next Wii megaseller?
Major marketing campaign and the Nintendo ‘magic formula’ will drive Wii Party sales, says platform holder by James Batchelor
“Wii Party is the next title in
NINTENDO wants Wii Party to join its best-selling brethren Sports, Fit and Play as one of the format’s biggest successes. The platform holder claims its newest title, released today (Friday, October 8th), has all the traits of a successful game.
“
the Wii series and it has the Wii ‘magic formula’ in that it is a first party title, and offers instant fun for four players,” Nintendo marketing assistant Vanisha Kavia told MCV. “The game follows in the footsteps of the smash hits Wii Sports, Wii Play and Wii Fit.
Wii Party is a first party title that has the Wii ‘magic formula’. It offers instant fun for four players.
Vanisha Kavia, Nintendo
The title allows up to four players to compete in mini- games across a range of board game-style islands. Mini-games are motion controlled, and some even extend beyond the game and into the living room – such as Time Bomb – in which gamers pass the Remote around in Nintendo’s own take on Hot Potato.
For these very reasons, we expect that there will be high demand for the title, especially at Christmas.” Wii Party also has a star- studded marketing campaign supporting it, with boy band JLS starring in the TV ads. Fellow X Factor artists Alexandra Burke and Jedward will also headline Nintendo’s
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TV The Just Dance 2TV campaign kicks off two days before release, and will include a spot during X Factor. The campaign is set to run in two bursts – firstly, around the release in October, followed by a reprise in December right up until Christmas. Further marketing is scheduled to take place in 2011 and beyond.
OUTDOOR Ubisoft is taking Just Danceon a shopping centre tour in order to promote both Just Dance 2 and Michael Jackson: The Experience. This will be supported by a tour of student unions with the Just Dance Disco Bus. The bus features a dancing machine allowing
consumers to trial the game, complete with an LED dance floor and glitter ball. This follows the firm’s recent tour of summer music festivals.
PRINT AND ONLINE In terms of print, Ubisoft has booked ads in women’s weekly magazines. Online, the firm has ads running on sites such as Facebook and MSN, which drives customers to
www.justdancegame.com. Mobile advertising will also direct gamers to the website.
RETAIL Ubisoft has a range of unique POS materials including neon standees and FSDUs. It also plans a live retail launch event featuring dance act Diversity.
RELEASED: OCTOBER 15 FORMATS: WII PUBLISHER: UBISOFT DEVELOPER: UBISOFT PARIS PRICE: £29.99 DISTRIBUTOR: GEM CONTACT: 01279 822800
Wii Party sold 500,000 copies in one month in Japan and aims to replicate this in the UK
‘Wii Party Big Day Out’ at Chessington World of Adventures this weekend. The platform holder will further promote the game with a nationwide sampling tour and widespread outdoor ad campaign featuring JLS.
Wii Party has already seen success in the firm’s home market of Japan, having sold over half a million copies in its first month. Nintendo expects a similar performance in the UK. “We have high hopes to emulate the success as much as
possible here in the UK,” said Kavia. “There has been some great reactions for the game following its announcement at E3, and we feel that Wii Party has the potential to continue to expand the gaming audience.” Nintendo: 01753 483700
Ubisoft hits the road in its disco bus as part of a nationwide Just Dance 2 tour in shopping centres and student unions…
CAMPAIGN OF THE WEEK JUST DANCE 2
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