Moshi mania at online game’s pop-up shop NEWS
Thousands flock to London shopping centre Mind Candy considering more store launches by Christopher Dring
SOME 1,700 KIDS and parents swarmed to London’s Moshi Monsterspop-up shop during its first 24 hours. Mind Candy – the developer behind the hit online virtual pets game – opened the one-off spin-off shop two weeks ago. The firm even had to draft in extra security to cope with the store’s attendees at Whiteley’s Shopping Centre in London. Fans came from across the UK, and there was even a coach organised by mothers in Peterborough.
The store was only scheduled to be open during Half Term, but huge popularity persuaded Mind Candy to keep the store open for another week. And the firm has told MCV that it is likely to do this again, possibly even on a larger
A range of Moshi Monsters activities were available to children in-store
“ by James Batchelor
THE RELEASE of Riftmarks the start of a new era for up and coming MMO publisher Trion Worlds.
Arriving on shelves today
(Friday, March 4th), the game is the company’s first release and culminates five years of work on its unique MMO infrastructure. Promotions kicked off in October, targeting core MMO communities and PC Gamers, through a mixture of online and print advertising.
The online ads alone have achieved over 250m impressions across key European gaming and lifestyle sites. “Riftis just the beginning for
Trion,” European marketing consultant John Davis told MCV. “We are not only launching our first triple-A gaming franchise, we are also
www.mcvuk.com
Rift is the first title to use Trion’s new MMO platform
launching our game, network and digital sales platforms. “A great deal of planning has gone in to making sure we continue to invest heavily to attract new players to Rift.” Trion Worlds: 020 7268 3396
We were blown away by the response to the shop launch.
Michael Acton Smith, Mind Candy
Trion: Rift launch is only the beginning
scale, although it has nothing to announce at this time. At the event, children were handed free copies of the new Moshi Monsters Magazine, had the chance to meet Moshi Monsterscreator Michael Acton Smith, not to mention the monsters themselves – Poppet and Furi.
In-store activities including drawing and face paintings, and
Moshi Monstersmerchandise – which debuted in January – was available to buy. “We were blown away by the response to the pop-up shop launch yesterday”, said Michael Acton Smith. “It’s incredible to see the kids interacting with the brand in such a positive way and hearing what they’d like to see next.” Mind Candy: 020 7501 1900
New sponsor announced as MCV Awards sells out
by James Batchelor
NORDIC GAMES is the latest firm to sponsor this year’s MCV Awards. The We Singfirm has signed up as Drinks Reception Host just as the final tickets were sold, once again making the MCV Awards a sell-out event. “The MCV Awards lets us share the golden and often personal moments that our industry’s Davids experience amongst the Goliaths of today,” said Nordic Games’ sales and marketing director Nik Blower. Nordic joins fellow sponsors Nintendo, Codemasters,
Michael Jackson: The Experience, Sega, The Hut Group, Premier PR, Gamescom and OPM Recruitment. The 2011 MCV Industry Excellence Awards will take place at The Brewery, Chiswell Street, London on Thursday, April 7th. Radio presenter and comedian Iain Lee will host the evening. There are 19 awards across three main categories: Retail, PR & Marketing and People & Industry.
Email sponsorship enquiries
to
Kathryn.Humphrey@
intentmedia.co.uk or call her on 01992 535646.
March 4th 2011
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