NEWS Driver marketing shifts up a gear Ubisoft splashes the cash in its bid to establish Driver as one of its triple-A juggernauts
Driver has ‘blockbuster’ potential says Ubisoft
Retro game books head
to UK retail by Christopher Dring
A NEW range of retro video game books is heading to the UK. French book publisher
Editions Pix n Love has been releasing books that look at the history of video games for four years, and now they’ve been localised for English audiences.
by Christopher Dring
PUBLISHER Ubisoft has detailed the ‘blockbuster’ marketing plan designed to re-establish Driver amongst the video game elite.
Yes, there will be ads in the specialist press, but the real story is the game’s mainstream campaign. There are 20 and 30 second TV ads that will appear frequently during major movies, sports events and other
entertainment programming. XFM will be promoting the title on the radio during launch week. DPS ads have been booked in Shortlist and Metro, and there’s expandable ‘superleaders’ on the Sky Sports website. Ubisoft has also teamed up with LoveFilm for Driver–branded envelopes. And that’s on top
“
In terms of investment, we’re treating Driver as a
blockbuster title. Jan Sanghera, Ubisoft
of an SMS campaign and London Underground activity. “The broad appeal of the franchise and driving games have provided us with an opportunity to capture mainstream buyers,” Ubisoft brand manager Jan Sanghera told MCV. “From an investment point of view we’re treating Driveras a blockbuster title, with a campaign objective of placing Driverfirmly on the map for 2011.” Ubisoft: 01932 578000
The first book, entitled The History of Nintendo Vol One - 1989 - 1980, is out now at HMV and Foyles. The firm's UK operation is being headed up by Steven Gauntley. Pix n Love: 01302 867126
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