NEWS
RETAIL INTELLIGENCE Head to
www.mcvuk.com for daily market data and news. This week our Retail Biz section stars on p27
UK games market tumbles to new low
Last week sees lowest market value for five years l June sales down six per cent year-on-year l 505 Games’ Zumba reaches new heights
by Christopher Dring
ANOTHER month, another bleak story about the state of the UK games market. This time, £78.4m was spent on games last month. That’s a six per cent drop on the £83.5m generated during June 2010.
In terms of the amount of video games sold, the number isn’t quite so bad. 3,521,909 games were shifted last month, a slight dip of 1.3 per cent year- on-year.
Unfortunately July’s not shaping up to be much better. £11.3m was spent on video games last week. That is the lowest figure since the summer of 2006 (where the market value was £11.2m). That number is likely to fall further in the coming weeks. But it hasn’t been bad news for everyone. June actually marked the most successful month so far for 3DS in terms of market share and software sales, thanks in no small part to Zelda: Ocarina of Time 3D. And 505 Games had the No.1 game last month, 2011’s most regular chart- topper: Zumba Fitness. The company was actually the fourth most successful publisher (in terms of value of software sold) last month, with Take-Two, EA and Nintendo ahead of it. In fact, Take-Two had another storming month and was the only firm to have two games in the Top Ten (L.A. Noireand Duke Nukem Forever).
All data is courtesy of UKIE/GfK Chart-Track.
4 July 15th 2011
Deus Ex kicks off
England vs Netherlands football TV ads booked by Dominic Sacco
IT’S BEEN a tough six months for the UK industry, but Deus Ex: Human Revolutionis shaping up to be the game that will kick-start the turnaround.
Square Enix’s RPG shooter – out August 26th – is being promoted by one of the publisher’s heaviest marketing spends to date. It’s the first big release following the typical summer lull and precedes 2011’s most anticipated titles such as FIFAand Call of Duty. The Deus Ex TV campaign kicks off during the England vs Netherlands football match on August 10th in a bid to target men aged between 18 and 35 years old. “Deus Exis a huge game for Square Enix and the
marketing and PR campaigns are ready to ramp up to help us make sure it will be one of thegames of 2011,” Square Enix marketing manager Paul Benjamin told MCV. “Eidos Montreal has combined action, stealth, hacking and social gameplay to create a truly open-ended,
…As F1 2011 helps
Codemasters breaks the bank to ensure this by Dominic Sacco
IT WAS one of the top-selling titles of 2010 and now Codemasters is ensuring this year’s F1game follows suit. The developer-publisher has invested its biggest ever marketing spend for F1 2011.
Last year’s F1 2010was THE JUNE TOP TEN
1. Zumba Fitness.............................................................................505 Games 2. L.A.
Noire.............................................................................Rockstar Games 3. Duke Nukem Forever...................................................................Take-Two 4. LEGO Pirates of the Caribbean....................................................Disney 5. Dirt
3..............................................................................................Codemasters 6.
Brink......................................................................................................Bethesda 7. FIFA 11.................................................................................................................EA 8. Infamous
2...................................................................................................Sony 9. The Legend of Zelda: Ocarina of Time
3D........................Nintendo 10. Call of Duty: Black
Ops.............................................................Activision
backed by Codies’ largest ad campaign at the time and went on to sell over 2m copies worldwide. The new title will be
released on September 23rd for 360, PS3 and PC. Speaking to MCVat a retail and press event last week, brand director for F1 2011 Hayley Holland said: “From a marketing perspective, the gap in the market for a quality F1game was an
F1 2011 will be backed by Codies’ biggest campaign to date
opportunity for us. And F1 2010was the biggest title that we’ve backed from a marketing perspective in terms of internal spend. It was scary for us but also exciting, and it worked.
www.mcvuk.com
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