NEWS Payday 2 ‘too big for digital’ Online smash hit shooter gets retail sequel Original sold 1.6m units, says 505 Games
by Greg Lockley THE Paydayseries has outgrown the digital market place, says UK publisher 505 Games. The original Payday: The
Heist was a Steam and PSN hit, selling 1.6m copies. And 505 has picked up the rights to bring its hotly-anticipated sequel to the High Street. The shooter will be released for Xbox 360 and PS3 on August 16th. “Payday: The Heist has sold over 1.6 million units since 2011 and there is a very enthusiastic and loyal community hungry for the next instalment,” said 505 Games product manager Rebecca Lazarus.
Lazarus (inset) says demand is high for the first boxed Payday title
“This is the first time retail has been able to cash-in on the brand’s success. Payday 2 was just too big for digital.”
CAMPAIGN OF THE WEEK THE BUREAU: XCOM DECLASSIFIED 2K Games kicks off its online-heavy XCom campaign with live-action videos ONLINE IN-STORE
2K Games will entice customers to pick up The Bureauby offering anyone who pre-orders the title additional bonuses, such as the Codebreakers bonus level. Meanwhile, a partnership between GAME and 2K will see customers who pre-order from the specialist rewarded with an exclusive in-game plasma pistol.
8 August 9th 2013 PRINT
The print campaign for The Bureau: XCom Declassified will see ads feature within a variety of specialist video games magazines.
Additional promotional material will also appear within selected out-of-home locations in order to maximise the game’s exposure.
The Bureau: XCom Declassified will be the focus of a series of live-action videos produced by 2K Games. The publisher will use these, along with gameplay-focused clips, to educate consumers on the title itself and the backstory of the secretive XCom organisation. 2K Games will support this video content with a wider online campaign that will see the XCom shooter promoted across a variety of specialist gaming sites. The publisher will stage a number of site takeovers featuring The Bureau branding whilst ramping-up social media activity in order to direct consumers to this video content.
[INFO]
Released: August 23rd
Formats: 360, PS3, PC
Publisher: 2K Games
Developer: 2K Marin
Distributor: Gem
Contact: 01279 822822
www.mcvuk.com
505 Games will support Payday 2’s retail debut with a comprehensive marketing campaign, which to begin with focuses on the pre- order bonuses.
Our expectations are high for Payday 2. It’s a
proven brand. Rebecca Lazarus, 505
“
Lazarus added: “Our expectations are high for Payday 2. We have a proven brand, an extremely passionate community and we’re coming off the back of our biggest ever showing at E3 this year.”
505 Games: 01908 607772
New office for IGN UK
by James Batchelor
THE UK arm of Ziff Davis, which publishes IGNand Ask Men, has moved to new premises in the heart of London.
Located just off Oxford
Street, this will be the new headquarters of Ziff Davis International, which acquired the two websites earlier this year. The IGNteam can now be found at First Floor, 93 Newman Street, London, W1T 3EZ.
As well as creating localised and UK-specific content for both websites, staff will also play a role in the global licensing of Ziff Davis’ other brands.
The new office features a purpose-built HD broadcast studio, which will allow IGN and Ask Mento significantly improve their video output. IGN: 020 3077 4000
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