GAMES FOR KIDS
“For example, last year we launched the Disney Rewards scheme to games, which extends our DVD/Blu-ray/Music programme and allows us new platforms to communicate to core Disney audiences.”
PESTER POWER At Warner, Crossley talks about taking the approach in-store: “We’ve had tremendous success with our grocer partners, particularly targeting mums with great POS materials and promotions. “As a global entertainment giant,
we’re also in the unique position of being able to drive franchise-wide campaigns cross-divisionally across our film, home video, digital distribution and our consumer products divisions.”
“ 20 KIDS’ STUFF A selection of games aimed right at the heart of the expanding pre-teen market
SESAME STREET: ONCE UPON A MONSTER Xbox 360/Kinect Q4, 2011 Warner Bros. Interactive Entertainment
Sesame Street is one of the most fondly regarded brands in the sector and Warner is looking to create a game worthy of the name. Once Upon A Monster is designed to be played by young children with their parents.
LEGO HARRY POTTER: YEARS 5-7 Xbox 360, PS3, Wii, DS, 3DS, PSP, NGP, PC Q4, 2011 Warner Bros. Interactive Entertainment
LEGO Harry Potter: Years 1-4was released a year ago and is still a fixture in the UK All Formats chart (with sales north of 550,000). Traveller’s Tales’ sequel has only just been announced but looks sure to hit this sector’s sweet spot again.
THE SMURFS DANCE PARTY Wii
When creating a game for young consumers you need to deliver something new and different. Ian McClellan, Activision
At Ubisoft, Grant speaks up for the hands-on consumer option: “It can work really well as it gives kids an experience which they take away with them and which might influence their decision when pestering parents when they get home. “They are able to have a taste of what the game has to offer, which hopefully will leave them wanting more. And this also allows your title to stand out in their mind especially when it comes to picking from a whole host of other video games available to them.”
There are no precise figures, of course, on the size of any ‘kids games’ market – and it would be very tough to even precisely define the parameters.
But it’s clear that, whether on traditional consoles or via social networks, through browser gaming or on smartphones, more and more pre-teens are accessing content that falls under the widening umbrella of the video games market – and that publishers are taking them seriously.
July 15th 2011
July 29th, 2011 Ubisoft
Released in conjunction with this summer’s Smurfsmovie from Sony Pictures, The Smurfs Dance Partylets kids dance alongside their favourite characters to a soundtrack featuring up-to-the-minute chart toppers and classic tunes.
SKYLANDERS: SPYRO’S ADVENTURE Xbox 360, PS3, Wii, PC, 3DS October 14th, 2011 Activision
Based around a narrative written by Toy Storyfeature film writers Joel Cohen and Alec Sokolow, this Activision title uses an accessory to transform real toys into in-game characters. Spyro is just one of 30 characters featured.
TRANSFORMERS: DARK OF THE MOON Xbox 360, PS3, PC, Wii, 3DS, DS Out now Activision
Last year’s War for Cybertronwas far better than most people expected and so hopes are high for this new Transformersgame, which is again from High Moon Studios. The title is billed as a prequel to the brand new movie which is out now.
DISNEY UNIVERSE
Xbox 360, PS3, PC (download only) Autumn, 2011 Disney Interactive
A recent big announce from Disney – and it does largely what it says on the tin. It’s a title that exploits huge chunks of the company’s high profile back catalogue, allowing gamers to play as a range of characters and explore six worlds.
CARS 2
Xbox 360, PS3, Wii, DS July 22nd, 2011 Disney Interactive
Tying in with the forthcoming movie (which will launch day and date with the game in the UK), Cars 2 the video game is exactly what you’d expect from a Disney title – a fun to play family-friendly racer.
www.mcvuk.com
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