UK SOFTWARE SALES MONITOR Your weekly guide to the UK games software market
WEEKLY MARKET VALUE:
£8.40m No. 1
Week ending July 28th, 2012 8 4
£8.96m 410,429 units
£8.66m 408,460 units
£8.40m
394,788 units
12 Total UK Software Sales Source: UKIE/Chart-Track and Intent Media
LOOK WHO’S TALKING
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Great news for Sega this week. The firm finally scored a gold medal with its official Olympics game, the title making it to No.1 for the first time in five weeks. Sales were up 25 per cent week on week.
Olympics fever meant sales were also up for Sega’s other London 2012 game, Mario & Sonic. The game climbed up to No.3, with sales increasing 21 per cent week-on-week.
Week Ending July 14th
Week Ending July 21st
Alas, the rest of the market didn’t fare so well. This was in fact the worst week on record for the sale of boxed games in the UK.
Week Ending July 28th
The trend may well continue into the rest of August, until big games like New Super Mario Bros 2, Darksiders IIand Sleeping Dogsstart rolling in.
As much as I love Steam, I do
somewhat worry about the PC as a gaming platform becoming owned by a single entity that takes 30 per cent of
all PC games sold. Markus Persson, Mojang
WHAT WERE 2012’S TOP CAMPAIGNS ON TV?
Generation Media looks at the biggest advertising campaigns on TV this year
DO GREATER NUMBERS OF TVRS MEAN MORE PEOPLE HAVE BEEN REACHED? 1
2 3 4 Brand
Microsoft Xbox 360 Kinect Sega Mario & Sonic Olympics Nintendo 3DS Mario Kart 7 Sony PS Vita Console
Nintendo 3DS Super Mario 3D Land Activision Skylanders
Microsoft Xbox 360 Kinect Star Wars Nintendo Wii Mario Party 9 Rockstar Max Payne 3 Nintendo 3DS Kid Icarus
LAST WEEK we confirmed that Nintendo has been the most active TV advertiser within the games and console space. This week we analyse the Top Ten campaigns year-to-date (January 1st – June 18th 2012). One TVR is one per cent of a target audience. These have been ranked by the total number of individual TVRs. Nintendo is again a dominant feature, with four campaigns in the Top Ten. However, Microsoft has stormed to No. 1 with their 14 week campaign for the Xbox 360 Kinect, achieving 367 TVRs. The third column demonstrates the one plus coverage of the campaigns in question. This is the percentage of the audience who has seen the advert at least once.
Microsoft may have achieved the highest number of TVRs for Xbox 360 Kinect, but in terms of coverage this campaign would only be fourth in the above list. Despite recording 17 per cent fewer TVRs, Sega’s Mario & Sonic Olympicswas actually seen by 6.2 per cent more individuals (3,557,684). Even more interesting is the coverage achieved by Kinect Star
Warscampaign. This was seen by 4.9 per cent more individuals than the number one campaign, whilst recording 32 per cent fewer TVRs and being on air for 10 weeks less (four vs 10). Every campaign has its unique targeting but using Individual TVRs allows all campaigns to be measured on a like for like basis.