NEWS LEADER
SING IT LOUD, SING IT PROUD
LOBBYING HAS opened for the 2011 MCV Awards. It’s the part of the process that hinges on your feedback – so look at the feature starting on page 15, which details all the categories, and email your suggestions to
MCVawards@intentmedia.co.uk. Once again, we’ve refined a few of the prizes to reflect the constantly-evolving market, and added some key awards. That means three awards recognising the teams and brands pioneering digitally, and more improvements to the retail category. The games business is an ever-evolving business, and the MCV
Awards roll with it. But actually, both are all about the people – and as I say it’s up to you lot to lobby. So get cracking.
Ubi sales boss Sardin says the publisher wants to be first and best on all new technology
Ubi is top third- party for Kinect
‘We’re No.1 on Xbox device’  Firm also claims lead on Wii  Plans to conquer 3DS next
by Christopher Dring
UBISOFT IS KINECT’S most successful third-party publisher in EMEA, the company has told MCV. The publisher’s trio of Kinect games – Your Shape: Fitness Evolved, Motion Sportsand Fighters Uncaged – has given the firm a 20 per cent market share on Microsoft’s motion controller. The news follows NPD’s US data, which revealed Ubisoft is also No.1 on Kinect in North America. “We are just behind
Microsoft, and the difference between us and third place is huge,” said Ubisoft’s chief marketing and sales officer Geoffroy Sardin.
“It is in our DNA at Ubisoft to be the first and best on new technology. In 2008 we were already working with PrimeSense – the technology used by Microsoft on its 3D camera – even before Xbox acquired the technology. So
www.mcvuk.com
this gave us a definitive competitive advantage on the platform.
“This is only the beginning for us. We will be bringing some of the industry’s most innovative offerings to Kinect soon, starting with Michael Jackson: The Experienceon April 15th.”
Sardin also revealed that Ubisoft was the most successful third-party Wii publisher over Christmas, thanks to big sales of Just Dance 2and Wii/PSP Michael Jackson. Both sold over 7m units worldwide. Now the company is turning its attention to the next big new technology launch, Nintendo 3DS. Sardin added: “We are already showing a strong commitment to 3DS, with five games announced during E3. We will announce more games in the weeks ahead and the aim is to be No.1 over launch.”
Ubisoft: 01932 578000 January 21st 2011 5
MURDER ON THE SHOPFLOOR MAKE NO mistake – the same industry shift that the MCV Awards are already addressing is weighing heavily on the minds leading the retail braintrust.
What does the future hold for retail at a time where the default word to describe its sector is ‘challenging’? It’s a question being asked up and down the chain of command at
the likes of HMV and GAME, their rivals and their partners. In post- Christmas trading updates, both of the former announced less-than- stellar results.
Sure, there were signs of genuine resilience, but also spots of genuine weakness. The alarm klaxons haven’t started sounding just yet, but certainly a moment of reflection has been called. The resulting transition is already underway: HMV is restructuring its head office team, and GAME will unveil a brand new strategy – a wider vision that includes better online tactics – in just a matter of weeks.
As for what happens beyond that, you
can’t predict exactly, but innovation is desperately needed on the shopfloor. For one thing, there’s still plenty of potential in the way games are displayed or presented. Things like exclusive live demos of new and upcoming games is no doubt something core firms are considering to reinstate a sense of ‘retail theatre’ and get people in off the streets. And you can expect more
aggressive launch plans for things like 3DS and this year’s other big hardware and software hits. Overall, it’s safe to say that retailers are likely facing a world where they aren’t going to be just ‘retailers’ any more.
Michael.French @
intentmedia.co.uk
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