MCV January 27th 2012

The Market For Computer & Video Games

EVERY BUYER  EVERY BRANCH  EVERY WEEK

Evil genius: Capcom revs up Resi 6 hype machine

Terrifying new marketing campaign begins almost a year before launch by Christopher Dring

THE RESIDENT EVIL 6 ad campaign has already begun – ten months before the game hits shelves. Last week Capcom

surprised fans with a spooky Resident Evil 6trailer, and revealed the game would be out sooner than expected – November 20th, 2012. Capcom marked the horror blockbuster’s reveal with TV advertising, outdoor teaser posters, a ‘promoted Trend’ and sponsored tweets on Twitter, YouTube takeover and O2 customers were even sent MMS messages. Capcom says RE6will be ‘the most ambitious’ title in the series to date. It rounds off a major year for the firm, which also features two other Resident Evilgames,

Issue 672 Friday January 27th 2012 £3.25 MCV heads into Nordic

INTENT MEDIA will launch a trade site and daily email for the exploding Nordic games community this spring. Covering Sweden, Norway, Denmark, Finland and Iceland, MCV Nordicwill arrive in mid-March with local editors and in partnership with local trade organisations. It will cover all aspects of the industry, from publishing, retail and distribution to

local annual trade awards and two TV shows about games. The launch of MCV Nordic follows the success of MCV Pacific, which arrived for the Australian and New Zealand region in October. “Exciting things are happening in the Nordic region,” said Intent Media managing director Stuart Dinsey. “It’s a growing market, brimful with potential and

“ IN THIS ISSUE

04 MARIO TO STRATFORD Nintendo heads to Westfield as part of a 3DS and Wii half-term marketing push

16 HOW UBI STOLE XMAS Ubisoft chief Yves Guillemot discusses the publisher’s ambition to beat EA

19 UKIE WITH A TWIST New CEO Jo Twist says she wants to change the tone of the trade body

23 DO WE NEED 3D? Is it a fad? Or the future of games? We ask industry experts for their thoughts

31 RECOMMENDED We preview Namco Bandai’s new 360 and PS3 brawler, Soul Calibur V

We have big years. We have quiet years. 2012 will be massive.

Stuart Turner, Capcom

plus a new Street Fighter and Devil May Cry. “There’s a lot coming out over the next 18 months that will impress a lot of people,” Capcom’s UK head of marketing Stuart Turner told MCV. “We have big years, we have quiet years – and 2012 is just going to be massive.”

Rising Star Games cracks America by James Batchelor

BRITISH publisher Rising Star Games has opened an office in the US. Rising Star Games Inc. is based in California and will release its first title – shooter Akai Katana– on Xbox 360 in Q2 2012.

The firm has also opened Rising Star Games Digital, which will handle downloadable releases. “We’re ready to expand our business, engaging more consumers in more territories and on digital platforms,” said Rising Star MD Martin Defries (far left).

games development, iOS, casual, browser games and recruitment. Like MCV UK, it is also expected that the site will attract significant interest from core gamers. MCV Nordicwill be run by Christer Engstrom in Stockholm. He will oversee both editorial and

commercial development. Engstrom launched the first video games TV channel in Sweden and hosts the

talent. Christer is hugely respected and, as with MCV Pacific, we expect to make an instant impact.”

Engstrom added: “Many of the professionals in the Nordic games industry already follow MCVfrom the UK so we are excited to finally localise the site with news and updates closer to home.” For more details contact Christer.Engstrom@ MCVnordic.com.

NEW ZUMBA RUSHES TO KINECT

505 Games will release a new Kinect-exclusive entry in the best-selling Zumba Fitnessseries at UK retail on February 24th. The game features ten routines developed specifically for Microsoft’s motion-sensing camera.

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