“It’s good to stock a game with Steamworks integrated. People want them. It makes customers happy.” Valve’s relationship with retail p18
NEWS Rockstar splashes cash on L.A. Noire New IP could be ‘the blockbuster entertainment event for 2011,’ says publisher TV-focused marketing push begins
by Christopher Dring PUBLISHER Rockstar is spending big on its massive, TV-centric marketing operation for L.A. Noire. The GTAfirm says it aims
to make new IP Noire“the blockbuster entertainment event for 2011, and another groundbreaking and exciting release from Rockstar.” TheL.A. Noire TV campaign began this week, with spots during Champions League semi-final matches on ITV. This precedes a four-week terrestrial and satellite push that Rockstar says will reach some five million males. The publisher has also
booked video-on-demand ads for four weeks on Sky Anytime, Box Office, 4OD and Blinkbox.
The company is already sponsoring the Sky Movies Crime and Thriller channel. This will continue into June. However, it is not all TV. Promotional videos and targeted search will run
“
TEAM 17’S licensing program, has attracted its first licensees who will supply the products to retailers. Accessories firm Impact Global Solutions and game collectables distributor Gaya Entertainment are the first companies to join the initial merchandising push. They will produce Worms-
branded 12-inch plush toys, beanies, squeezies and ceramic mugs.
Rockstar says terrestrial and satellite ads will reach some five million males.
across Google and YouTube. The latter’s homepage masthead will also be taken over for launch. A variety of online ads will appear on Nuts, Empire, The
An extensive online and outdoor campaign will ensure there’s no avoiding L.A. Noire this month
Sun, Sky Sports, MSN, IGN GameSpot and more, with videos on entertainment networks including Fox, Heavy and Vice. Print media isn’t being left out, either. Around launch, Rockstar has booked a wrap on Shortlist, a cover
Worms merch snapped up by licensees by Dominic Sacco
placement in the Evening Standardand insertions in The Guardianand The Times – as well as double page ads in specialist media. Consumers won’t be able to escape L.A. Noire outdoors, either. A three week London Underground
poster campaign is also planned in. L.A. Noireis due for release on Friday, May 20th. Rockstar will hope to match its past spring hits: 2008’s GTA IVand last year’s Red Dead Redemption. Rockstar: 020 7751 2565
NEW VIDEO GAMES TV SHOW GOES LIVE
Products will be based on the Worms brand or in-game weapons
Concept merchandise includes boxer shorts, shot glasses, candles, shoes, T-shirts, lighters and clocks.
The licensing program is headed up by AT New Media. AT New Media: 01202 606278
Gameshock TVdebuts tonight (Friday, May 6th) on the Poker Channel Europe. The brand new monthly TV show features Empire’s Chris Hewitt. The show will essentially be a round-up of
the month’s gaming action and will be available through some 25 million homes in 30 countries across Europe. The first showing for the UK is tonight at 11pm, on Sky 166 or Freesat 402.
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