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RETAILBIZ: GOLDENEYE 007 MCV 15/10/10 53
UNIVERSAL EXPORTS
Activision’s European general manager of licensed business David Tyler explains the marketing plan: “Our GoldenEyecampaign
represents the single largest scale of investment we have ever made in the UK for a title that is exclusive to Nintendo platforms. “In collaboration with Nintendo, we
recently shot our TV ad that showcases GoldenEyebeing played in a very social setting with an ad that feels distinctively ‘Nintendo’. “We’re very pleased with the
environments, the weapons, the storyline and even Bond himself. Tapping into the Casino Royale and Quantum of Solace audience, GoldenEye 007 ditches the suave charm of Brosnan for the ruthless but loyal Daniel Craig. The result is a subtle change in how players approach each situation – rather than using gadgets to get the jump on enemies, they can take them out with hand-to-hand takedowns. Craig even lends his voice, as does Dame Judi Dench who plays MI6 boss M. And the Hollywood production values don’t stop there.
The game features an original score by David Arnold, the composer behind the last five Bond films, and a fresh plot penned by Bruce Feirstein, who wrote the screenplay for several of the movies including GoldenEye. The storyline sheds the post-Cold War atmosphere in
favour of a more contemporary story focusing on a conspiracy behind terrorist attacks. All the major players are present – from fellow Double-O agent Alec Trevelyan to corrupt Russian general Ouromov – but their roles and actions have changed, providing veteran fans with a brand new experience.
LICENCE TO THRILL
As you would expect, the game also caters for up to four players locally and features a range of classic Bond characters, including Oddjob, Jaws and Baron Samedi. There are even familiar gameplay modes such as Golden Gun and Melee.
Gamers can even purchase a special game bundle that comes with a golden Wii controller (see ‘The Golden Gun?’). Activision has drawn on its experience with Call of Duty’s
phenomenally successful multiplayer by adding support for eight players online, as well as an XP system and unlockables. Naturally, given the prestige of both
the Bond and GoldenEye names, this is a key title in Activision’s Christmas line- up. Combined with James Bond 007: Blood Stone on the other consoles, the publisher will capture every lapsed fan of first-person shooters and Britain’s iconic fictional superspy this November. To ensure that GoldenEye 007 lives up to the anticipation that has been mounting since July, Activision has drawn up a world-dominating campaign to give the game’s release even more impact (see ‘Universal Exports’). With its massive following and a reimagining of a worldwide hit, there’s no doubting GoldenEye 007 will be just as much of an event as the original. The best Bond game of all time is back.
outcome here and have an aggressive level of media investment in place for the UK, kicking off with the first TV ad which will be broadcast during The X Factoron October 30th.”
THE GOLDEN GUN?
Buyers of Activision’s Wii remake of GoldenEyehave the chance to grab a golden joystick of their own. The GoldenEye 007Classic Edition
comes bundled with a copy of the game and a gold Classic Controller Pro, as inspired by 1974 Bond film The Man with the Golden Gun. The stylish pad also allows players
to control the game in a more traditional way as opposed to using the Wii Remote.
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