INTERVIEW: CRAIG JOHNSON, FOCUS MULTIMEDIA In Focus
How have you managed to get to where you are today?
26.5m
The number of PC games and software Focus Multimedia has sold
A vision and a plan, delivered with creativity, passion, forward thinking and enthusiasm. We enjoy what we do and it shows. Importantly, we enjoy close relationships with our partners. Focus has earned its reputation for being easy and fun to work with, and for delivering results that count. It’s a good feeling to know that we’re delivering back to all the developers, publishers, distributors and retailers we work with on a daily basis.
What is the key to making sure products sell 52 weeks of the year? Quality, choice, value and visibility. Releasing substandard or overpriced product disillusions consumers and damages brands and markets. Focus only commits
Budget specialist Focus Multimedia has a clear vision for growing its business, with new international markets, accessories and clever retail initiatives all part of the plan. Christopher Dring finds out more from MD Craig Johnson
What is Focus’ current position in the budget games market? What’s your market share? We’re proud to be known as the No.1 budget PC publisher. Focus is consistently No.1 in the UK by market share, and we’ve been No.1 year after year since 2002. The May 2011 Chart-Track report showed Focus Multimedia’s market share at a healthy 26.2 per cent, asserting our position as market leader in budget PC, by units, by label. In reality, I believe our market share is higher due to the fact that we service more accounts than Chart- Track reports.
to high quality products. This reflects positively back on Focus and our publishing and retail partners, while giving consumers the confidence and desire to repeat purchase from our range. Consumers want to be entertained on their PCs. Visible and well maintained stands situated within a good footfall area will effortlessly drive sales of impulse price PC titles. Focus is proof that consumers want to buy PC games and software. To date, Focus has sold over 26.5 million units, demonstrating the significant potential and strength in the PC market.
Supported PC budget games generally withstand the decline faced by full price ones. Craig Johnson, Focus Multimedia
“
Casual gaming is such a big part of your offering. How much of your business do your Big Fish and PopCap titles make up? How are you planning to grow this area of your business?
When we pioneered casual PC games into retail, the success was immediately apparent. Charting our growth in the casual arena, we know there are devoted fans and early adopters to feed and newcomers to
26 July 8th 2011
attract. From The Collector’s Edition to The Hidden Mystery Collectives themed double packs, our ranges give everybody exactly what they want. Looking to the future, we’re sure nobody will fail to notice our forthcoming casual games label.
How has your driving test software performed and how does it feature in your future plans? Driving Test Successis the market leading brand, and it’s made the No.1 spot its own. We’re bringing more products through to market for retailers to focus on, including The Complete LGV & PCV Theory and Hazard Perception Testsand Driving Test Success: The Complete Guide to Passing Your Driving Test.
In what way has the budget market changed for Focus? Has digital and free-to-play eroded that side of your business? The erosion is more evident across lesser products and higher price points. Properly supported PC budget games generally withstand the decline faced by full price titles. High quality, impulse price PC titles remain an ideal proposition for satisfying consumer demand for entertainment and gift purchasing.
What are your ambitions for the accessories market? Focus has always stood out from the crowd, not just for quality and choice, but for presentation and creativity. Focus is not a ‘me too’
www.mcvuk.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52