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Vita’s £1.5m Easter campaign PlayStation to revitalise new handheld with outdoor takeovers, cinema sampling and print ads during school holidays by James Batchelor
SONY IS pouring £1.5million into an Easter campaign for PlayStation Vita.
It is the second big-budget ad push for the handheld following the console’s February launch. Sony says its new school holiday campaign will appear in areas with high footfall. “The Easter campaign will consist of high impact outdoor media, along with an extension to our existing digital, cinema and press activity,” UK marketing boss Alan Duncan told MCV. “This, combined with new retail promotions, will further strengthen Vita’s presence in the market and keep it front of mind throughout the holiday period and beyond.”
We have the perfect launch pad to get the next wave of consumers on board.
“ Alan Duncan, SCE UK
The PS Vita Mobile sampling teams will visit stores, airports and shopping centres throughout the Easter holidays.
There will be additional print ads in Sportand
Outdoor adverts have appeared in 3,600 locations last week and will remain there until after Easter.
Evening Standard Magazine, as well as a Metrocover wrap. This will complement promotions that began at launch, including the Rizzle Kicks short film shown before selected films. Sony will also introduce demo units into cinema foyers. Duncan added: “We have an always-on approach to Vita marketing, continually evolving and updating our campaigns to match the new and compelling entertainment experiences delivered by this uniquely powerful device. “With Resistance: Burning
Skiesand Gravity Rushon the horizon we have the perfect launch pad to get the next wave of consumers on board.”
SCE UK: 020 7859 5000 UK industry awaits decision on GAME fate by Christopher Dring GAME STAFF CONSIDER INDIE MOVE
COMPLETE EPOS Solutions is reporting a surge in former GAME employees looking to become indie retailers. The indie tech firm is preparing a special pack to help those interested in opening their own store. The pack features details of major distributors, plus information on how to open an account. Potential independents can also receive support from MCV. Visit www.ggepos.com for more information.
4 March 30th 2012
GAME must become a smaller, more dedicated specialist should it survive administration, says top games publishers. At the time of going to press, GAME had entered administation and closed 277 stores. Suppliers have told MCVthat any new company that emerges must stock a bigger range, reduce its focus on pre- owned and find a way to make money from mobile and social games.
“I do hope there will be a phoenix rising from the flames,” said EA’s Keith Ramsdale. “GAME is full of good people, it’s a good store. I just think they need a different approach.
“A specialist retailer does a lot for this industry. Retail could need to be more multi- format than they actually are.” Codemasters’ Rod Cousens added: “A streamlined
I hope a phoenix rises from the flames. A
specialist retailer does a lot for this industry.
“ Keith Ramsdale, EA
network of ‘destination centres’ for packaged goods and digital delivery which takes its lead from Apple
stores is just a thought. The industry needs to evolve and move on to bigger and better things and GAME could be in its midst.” Konami’s Pete Stone told
MCVhe feels GAME has too many stores, and added: “There are other issues that should have been addressed a long time back, such as the in-store experience, depth of range, and online competitiveness, which they need to look at.” GameStop is believed to be interested in GAME. And a global publishing boss told MCVthat the US giant will be a far harder force to deal with: “Swapping GAME for GameStop solves nothing. It is a more stable company but also a more ruthless one that’s aggressive in pre-owned.”