NEWS


“One of the things I’ve learned since joining this business is how difficult it is to do pre-owned well.” GAME CEO Ian Shepherd talks pre-owned p24


EA and Sony partner on major Dead Space 2 ad campaign


‘This is the first triple-A launch of 2011,’ says publisher  PS3 edition gets marketing focus by James Batchelor


EA has teamed-up with Sony to make Dead Space 2 the first ‘must have’ game of the year.


A co-marketing campaign is already underway for the horror sci-fi sequel, with ads to appear across TV, national print, online and in outdoor poster locations. “Dead Space 2is the first real must-have platform title of 2011,” said Electronic Arts’ product manager Kevin Flynn “We’re treating this as a


triple-A launch and the marketing plan reflects that. For the real gamer, this is what they are all waiting for and we’re excited for people to finally bring the terror back.”


Because of the Sony partnership, the PS3 Limited Edition will be a focus of this campaign. This SKU includes a free downloadable copy of


GLS enters liquidation


by Dominic Sacco Dead Space 2 adds an online multiplayer mode over the original


prequel Dead Space: Extraction, which is compatible with Move. “We are working


alongside EA to promote this content, by integrating Move messaging into their campaign and supporting Dead Space 2with our PlayStation-owned channels,” said Sony senior product manager Ian Vinten.


More Turtle Beach headsets coming


by Dominic Sacco


CONSUMERS now have a wider selection of Turtle Beach headsets to choose from on Xbox 360, PS3, PC and Mac. Peripherals firm Lygo has expanded its offering of popular headsets – which range from £24.99 to £149.99 – following strong sales of the products last year.


8 January 21st 2011 The move comes as Lygo


takes over Turtle Beach distribution duties from Mad Catz, which is now offering its own brand of Tritton ProGaming headsets. “We are expanding the range to allow more people access to these premium products,” Lygo’s media manager Craig Morrow told MCV. Lygo is also running print ads for the headsets.


Lygo: 0191 230 6650


Flynn added: “Sony have been a great partner for us and we’ve worked with them throughout the campaign, showcasing the game exclusively on PS3 at events like Eurogamer Expo and MCM Expo.” Dead Space 2arrives on Xbox 360, PS3 and PC on Friday, January 28th. EA: 01483 463000


“ by Dominic Sacco


DISNEY hopes Tangledcan be one of the big hits of January, as it capitalises on a dearth of new releases. The Wii and DS game adaptation hits shelves today (January 21st) – one week before the film launches in cinemas. “The quieter slate in January means that Tangled will have greater awareness in the media and a greater share at retail,” said Disney’s marketing and PR assistant Marie Beattie.


GLS GAMES Distribution has gone into liquidation. The firm has blamed a delayed insurance claim over stolen stock for the closure as funds dry up. The company’s warehouse was broken into last summer. Creditors have been contacted and a meeting will be held on Monday, January 24th to distribute GLS’ assets and settle its debts. The meeting will take place at the offices of insolvency practitioners David Rubin & Partners. GLS has temporarily been


We’re treating this as a triple-A launch and the marketing plan reflects that.


Kevin Flynn, EA


taken over by Adam Smith Business Development. Shaun Gozo-Hill and Louis Demetriou have stepped down as co-directors. “We tried to do everything to keep the business moving forward and maintain payments to our creditors, but in the end we were left with no other choice,” Gozo-Hill told MCV


David Rubin & Partners: 020 7400 7900


Tangled benefits from quiet Q1


“The release of the DVD later in the year will also help to ensure continuous presence in the media and across retail.”


“The game’s release is also


backed by a huge campaign across the whole franchise, which includes film, books and consumer products.


Ads will run online, on TV and the game will also be showcased at shopping malls across the UK. Beattie added: “Given the fantastic reviews and box- office results from the US, where Tangledhas taken the top spot from Harry Potter, we are very confident of the success of the game and franchise.” Disney: 020 8222 1413


www.mcvuk.com


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