NEWS
“I believe our store structure and strategy have had a massive impact on the market already.” Best Buy reflects on its UK launch p26
Valve: We’re not at war with retail
New data shows Steam promotions accelerated boxed sales of Team Fortress 2 in stores by Rob Crossley
Brink to star in FA Cup final
by Dominic Sacco
BETHESDA is backing Brinkwith a premium ad spot during the FA Cup final on May 14th. TV activity will run
throughout May and June. The Xbox 360, PS3 and PC shooter will also target movie goers before blockbusters such as X- Menand Hangover Part II. Outdoor ads will appear in shopping centres, telephone boxes and bus stops to support the game’s release on Friday, May 13th.
Bethesda: 020 7025 7360
RETAIL CONSPIRACIES to cease stocking Steam- integrated games would be a backwards move for the High Street, Valve has said. The PC giant exclusively revealed to MCVilluminating data which shows how Steam can have a positive influence on bricks and mortar outlets around the world.
Discount promotions on
Steam appear to have led to a bigger buzz at retail. When Team Fortress 2was discounted by 50 per cent over one weekend, for example, worldwide retail sales had quadrupled. “All of the marketing we did on Steam drove retail sales of the game,” Valve marketing chief Doug Lombardi told MCV. “Notably, we have never run a retail marketing campaign or promotion for TF2at retail, all of the marketing was done through Steam and the game itself.”
are still stocking those games. And the reason for this isn’t because someone won a war, it’s because these products are successful. “It’s good to stock a game
Valve’s Doug Lombardi (left) and Jason Holtman (right) say Steam helps drive retail sales
In November, retailers threatened to no longer stock games that were integrated with Steamworks – the digital service which provides customers with in- game access to Valve’s dominant and lucrative games portal.
“From time to time, we have people react to us in that way,” added Steam boss Jason Holtman. “But the proof in the pudding is when you look a few months after those articles and those flare-ups happen. You realise retailers
“
EUROPE’S biggest game industry event has formed its widest ever partnership with MCV.
The trade publication will
take a booth in the Business Hall of Gamescom for the first time, a special print edition will have showfloor distribution and a Gamescom Daily News service will run via MCV Online.
Gamescom has worked
with MCV in previous years to increase the Cologne show’s profile in the UK, Europe and beyond. “This agreement with MCV once again underlines the wide appeal of Gamescom to the international business
6 May 6th 2011
community,” said Koelnmesse project manager Tim Endres. Stuart Dinsey, managing director of MCVand
“
This agreement with MCV once again underlines the wide appeal of Gamescom. Tim Endres, Koelnmesse
Developpublisher Intent Media, added: “Gamescom has been a tremendous success in the past couple
of years and has earned its status as the essential trade and consumer games event in Europe and beyond. “Similarly, MCVis the leader in its sector. We reach UK and European trade and elite gamers via print, online, our PC browser edition, iPhone app and the stunningly successful iPad edition. We also run our own events such as the London Games Conference, Games Media Awards and MCV Industry Excellence Awards. “We are very proud to have been selected as a key media partner and will help further grow Gamescom’s international reach.”
Ahead of the event, MCV will offer assistance for registration, trip planning and exhibitor news. Gamescom 2011 takes place in Cologne from the
with Steamworks integrated. It’s good business. People want them. It makes customers happy. The work
The work we’re doing on Steam is to make the PC a better platform for retailers.
Jason Holtman, Valve
we’re doing on Steam is to make the PC and Mac a better platform for retailers. Sure, the more Steam customers we have, the more people are going to buy from us, but it also means more Steam users are going to visit stores”.
MCV steps up partnership with Gamescom 2011
Gamescom attracted more than 254,000 visitors last summer
trade and media only on Wednesday, August 17th through to Sunday, August 21st. Registration has already opened at
www.gamescom-cologne.com www.mcvuk.com
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