CAMPAIGN OF THE WEEK LEGO BATMAN 2: DC SUPER HEROES
The Dark Knight rises early at games retail as Warner Bros launches the sequel to the biggest-selling LEGO game of all time
[INFO] Released:
Out today (Friday, June 22nd) Format:
PS3, 360, Vita, PC, 3DS, DS, Wii Publisher:
Warner Bros. Developer:
Traveller’s Tales
Distributor: CentreSoft Contact:
0121 625 3388 TV
LEGO Batman 2will benefit from a six- week TV campaign, with ads running on Sky 1, Channel 4, Disney XD, Cartoon Network and Nickelodeon. There will also be five weeks of video-on-demand pre-roll ads running around Euro 2012 matches and superhero films.
PRINT/ONLINE
Ads for LEGO Batman 2will run in a wide variety of magazines, including gaming, film, parenting and kids’ publications. Online ads will also appear on similar websites that appeal to the game’s target audience.
RETAIL
Warner Bros has armed stores with all the POS gadgets they need for LEGO Batman 2, including FSDUs, posers, character standees, cubes and wobblers. Every copy of the game will come with an exclusive Lex Luthor mini-toy. Meanwhile, Amazon is offering players the downloadable Five Villain Character Pack as a pre-order bonus.
BRANDMAP WII FIT
35% 30% 25% 20% 15% 10% 5% 0%
OUTDOOR
The game will be playable at Legoland Windor’s Xbox Zone between June and August, and a Superhero Weekend will take place at both the theme park and Manchester’s Legoland Discovery Centre in July. Activities will include treasure hunts and face painting.
WITH THE announcement of Wii Fit U at E3 this year – the next title in one of the Wii’s most popular and well-known brands – we are going to take a look at the GameVision Brand Map for Wii Fit. We asked 6,843 gamers about this brand. 2,318 had played within the last six months and we asked 839 of these to give us more detail. Wii Fitis one of few game brands to have more female than male players. Over half of players are female (51 per cent) a much higher profile than seen for the average game. Play rates are highest amongst UK and Italian gamers, with 34 per cent and 30 per cent playing in each country. 49 per cent of players in Europe are under the age of 20, which is more than the average game. 10 to 14 year- old females make up the largest market, accounting for
16 per cent of players of Wii Fit; with males aged 10 to 14 comprising a further 14 per cent of the market. Wii Fit’s popularity is driven
by the ‘short play periods’ it offers, with 31 per cent of gamers saying this was their most preferred game aspect. 25 per cent enjoyed the opportunity to ‘develop abilities’ and ‘being physically active’ – noticeably higher than the score for the average game. Other games played by Wii
Fitusers are dominated by Nintendo titles: Wii Sports(84 per cent), Mario Kart(62 per cent) and Super Mario Bros (56 per cent).
The enjoyment derived from the brand’s self-improvement and social content may help explain why the game has a higher than average volume of female players.