The Market For Computer & Video Games
EVERY BUYER EVERY BRANCH EVERY WEEK
£181m Christmas bonanza as industry sets out Q4 ad spend
Publishers and retailers doublemarketing budget after ‘09 cutbacks by Christopher Dring
THIS IS the quarter where the UK games industry finally turns things around – and publishers and retailers are splashing the cash to make sure of it.
The UK games industry will
have splurged £181m between the start of October and Christmas, MCVresearch has shown. It is almost double the £97m spent last year and even more than the astonishing £139m splashed out on ads in 2008. The UK’s top marketers hope that by spending big they can turnaround what has been a slow sales year.
This Christmas’ line-up is also far stronger than in 2009, with the likes of World of Warcraft, FIFA, Assassin’s Creed, Call of Duty, Just
“
The highest spend by a third-party publisher, MCV understands
It’s been a successful year for the UK ad industry overall. Data tracker Nielson said this week that UK marketing spend was up 10.7 per cent in H1 2010.
Top marketers are spending big to turn around falling sales.
Dance 2 and GT5expected to perform strongly. MCVunderstands that Microsoft’s controller-less Kinect will get the lion’s share of the marketing support.
£22m £2m £1.2m
THQ’s warchest for its kids and families range
Ubisoft’s spend for
Your Shape: Fitness Evolved
by Michael French
FORGET SUPERSTAR endorsements – Nintendo has made real consumers the star of its latest ad campaign. While the firm has still commissioned ads featuring the likes of pop act JLS and Oscar-winner Helen Mirren, this Christmas Nintendo has dedicated half of its spend on a celeb-free promotion. Nintendo says the strategy rams home the message that gaming is a fun pastime for all.
“These incredible stories demonstrate the wide appeal of Nintendo products for a number of different uses,” said Dawn Paine, marketing director at Nintendo UK. More insight from Nintendo can be found on page 4 and in the special Real Stories supplement with this issue.
Issue 610 Friday October 22nd 2010 £3.25
Civilians, not celebs, star in Nintendo’s winter push
© 2010 Electronic Arts Inc. EA, EA SPORTS and the EA SPORTS logo are trademarks of Electronic Arts Inc. “PlayStation”
, and “ ” are registered trademarks of Sony Computer
Entertainment Inc. The PlayStation network logo is a service mark of Sony Computer Entertainment Inc. Microsoft, Xbox, Xbox 360, Xbox LIVE and the Xbox logos are trade- marks of the Microsoft group of companies and are used under license from Microsoft. All other trademarks are the property of their respective owners.
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