Ubisoft: ‘Players trust High Street more than online’
Publisher explains free-to-play retail strategy by Billy Langsworthy
SOME gaming enthusiasts find buying games on the High Street safer than via online, says Ubisoft. The firm’s free-to-play publishing director Thomas Paincon (right) said that some consumers trust the High Street over online services and free-to-play games. And that’s why the firm is launching a boxed version of digital F2P title, The Settlers Online. Paincon said: “Now, with the opportunity to reach more players and monetize them through their regular channel in retail, we should experience nice results. “Some players tend to trust what packaged
12m have played SimCity this year
EA has high hopes for next year’s PC sequel by Christopher Dring
80 PER CENT of people in the US and Europe are familiar with the SimCity brand, says EA.
And more than 12 million people have played a version of SimCitywithin the last year.
goods offer, even for free- to-play online titles, more than spending money directly online.” Paincon hopes that releasing the firm’s browser games at retail will help widen the potential
audience for Ubisoft’s titles. The news follows a similar move from free-to-play giant Bigpoint. The firm has released a trio of its titles at UK retail via Contact Sales. Ubisoft: 01932 578000
CAMPAIGN OF THE WEEK GAME
The specialist retail giant runs its first major marketing initiative since merging its flagship brand with Gamestation
EA revealed these stats as it gears up to launch its first true SimCity sequel in ten years on March 8th, 2013. “SimCityhas huge public awareness worldwide,” Maxis boss Lucy Bradshaw told MCV. “SimCity 4 continues to sell quite well as a classic title. That is quite a healthy shelf life in the video games industry. “And even today, modders in online communities like
Simtropolis continue to add mods to SimCity 4.” SimCity 4launched for PC way back in January 2003 and since then EA has developed numerous spin- offs aimed at more casual audiences, including last year’s Facebook game SimCity Social.
But now the publisher hopes it can attract those core users again with next year’s title, which comes complete with a brand new game engine. “We wanted the
next SimCitygame to innovate the franchise,” added Bradshaw.
“Players have systems that are much more
powerful than ten years ago, so we can really play with graphics and 3D.” EA: 01483 463000
SimCity has huge public awareness worldwide. We wanted the next SimCity game to innovate
“
the franchise. Lucy Bradshaw, Maxis
Sponsored by TV
The main focus of the campaign are 10-second TV shorts, running from November 1st to December 23rd. The ads change every week to promote new releases and deals, with the tagline “It’s Never Just A Game”.
Promotions have been running in specialist gaming magazines and national press, again promoting different deals as each major release arrives on shelves. Additional ads have targeted mums and gifters through women’s magazines.
ONLINE
Gifters have been targeted through female e-commerce sites, Facebook and social games portals. Meanwhile, GAME is reaching out to enthusiasts via videos and ads on YouTube, MSN and IGN. There are also audio ads on Spotify and promoted tweets.
RETAIL
All of GAME’s stores are decked out with promotional material, as usual, highlighting new offers on trade-ins and recent releases. There are also ‘Manager’s Specials’ on console bundles, including the newly-launched Wii U console.