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The Market For Computer & Video Games
EVERY BUYER EVERY BRANCH EVERY WEEK
www.mcvuk.com Issue 759 Friday October 11th 2013 £3.25
Fattening up: UK games industry spends £128m on Christmas advertising
Almost £70m alone will go on promoting PlayStation 4 and Xbox One products
by Christopher Dring
THERE MAY be fewer games on shelves from fewer publishers, but the UK boxed games industry will spend £128m on advertising this Q4 – £30m more than last year.
The majority of
that – £68m – will be spent promoting PS4 and Xbox One
hardware and software, despite the fact both consoles are expected to be in short supply. It follows last year’s figure of £99m, where the industry tightened its belt after a difficult few years for the boxed games sector.
TV will play a crucial part in all campaigns this Christmas. Ad tracker Generation Media points to the 360 launch as sign of what we can expect. “Q4 2005 marks the high point over the last eight years,” the firm told MCV.
INSIDE THIS ISSUE OF MCV
18 PHIL HARRISON ON RETAIL The Xbox boss talks to MCV about the role retail can play in a digital future
20 SEPTEMBER CHARTS How Grand Theft Auto V and FIFA 14 single-handedly turned around the market
26 MARKETING SPECIAL Tips and tricks for publishers and all the marketing campaigns of Xmas detailed
DVD & BLU-RAY 77 OLYMPUS HAS
FALLEN
49 WORLD WAR Z The Brad Pitt movie that was almost a disaster but proved us all wrong
Publishers are splashing the cash this year after tightening their belts for Xmas 2012.
“
The White House is overrun by terrorists and only Gerrard
But it’s out-of-home activity that has seen the biggest increase in investment, with shopping centre, football stadium and university tours planned for PS4, Xbox One, 2DS, Wii U, Watch Dogs, Skylanders, FIFA 14and more. You can read more about the industry’s blockbuster marketing plans on page 26. The £128m figure comes
from an MCVsurvey of boxed games publishers and retailers.
RETAIL ESSENTIALS 39 WWE 2K14 II
64 TOTAL WAR: ROME
Sega’s hit strategy series returns. Plus, we preview
Do you smell what 2K is cooking? It’s a new WWE game for Christmas
“When the Xbox 360 was launched, 61.6 per cent of the year’s individual TVRs were deployed between September 23rd to December 31st.”
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