NEWS
Huge Battlefield merchandise campaign is EA’s biggest yet
LEADER PRE-ORDER FANFARE SIGNALS
START OF TRUE NEXT-GEN TENSION PLAYSTATION AND XBOX are priming retail partners as to how much next-gen console stock will be available on day one. This signifies the real start of festivities in the new console war, as retailers are encouraged to hustle punters for pre-order deposits. The first wave of pre-orders from the early adopter core were a given. Now it’s time to push that further, and in the case of the cash-strapped customer, pick a side. PS4 or Xbox One. Sony or Microsoft.
Only Sony really knows just how scarce PS4 will – or won’t – be come launch time near Christmas.
by Christopher Dring
EA hopes to make Battlefield a pop culture brand with its biggest merchandise plan yet. Branded accessories, iPhone cases, headsets, mouse mats, books, T-shirts, posters and more will flood shelves this Christmas to coincide with the arrival of Battlefield 4on November 1st.
“This will be our biggest and best planned campaign to date,” EA’s senior brand
licensing manager Stephen Wanigesekera told MCV. “This range will help the specialists diversify their offerings, whilst more mass market retailers will be interested in items that can enlarge their established categories, such as peripherals, books and apparel. “There is a great
opportunity to position the merchandise alongside the software itself.” EA: 01483 463000
“The entire market is building towards one of the most anticipated games industry moments in years. Retailers will be thankful for every unit they can get, regardless of format.”
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1. PLAYSTATION 4 CONSOLE
SONY.....................................................................PS4
2. Grand Theft Auto V Rockstar ............................................................................360
3. Grand Theft Auto V
Rockstar.............................................................................PS3
2
4. Xbox One Console Microsoft ..............................................................Xbox One
5. Payday 2 505 Games.......................................................................360
6. Saints Row IV Deep Silver...................................................................... 360
7. Watch Dogs Sony.................................................................................... PS4
3
8. Tales of Xillia Namco
Bandai................................................................PS3
9. Battlefield 4
EA..........................................................................................PS4
10. Tom Clancy’s Splinter Cell: Blacklist Ubisoft .............................................................................. 360
www.shopto.net www.mcvuk.com August 9th 2013 5
Those who lived through the allocation debate around PS2 and the manufacturing set-backs of PS3 will know that measures calling time on ‘pre-order guarantees’ might be as much a PR move as a genuine precaution. Is this a hype-building move or a way to temper expectations? It’s both, of course. And either way, it’s worked. Retailers tell us that pre-orders figures are hugely encouraging. But they also accept that one or two late-to-decide customers might walk away without a console. That’s the mixed blessing of a ‘sold out’ sign: an eye- catching proof of healthy demand, but also a point of momentary frustration. Perhaps Microsoft has taken the best tact on this. It too will likely switch to saying its pre-order figures are fulfilled eventually. But I doubt one of the biggest corporations on the planet hasn’t planned for this.
That’s why right now it is happy for the message to imply no one will leave a retailer empty-handed when Xbox One lands in November. As the entire market builds towards one of the most anticipated moment in years, retailers are likely going to be thankful for every unit they can get, regardless of format.
Michael.French@
intentmedia.co.uk
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