MARKETING
BRAND PROFILE / METRO
Deep Silver’s global brand director Huw Beynon on the unique Russian fi rst-person shooter series
WHEN 4A Games was founded, back in 2006, it was searching for a suitable fi rst project. Studio founder and creative
director, Andrew Prokhorov discovered the then-cult online novel Metro 2033, published in Russian and released online for free by former journalist Dmitry Glukhovsky. A unique partnership developed – as Glukhovsky found
domestic and then international success with the novel. 4A Games adapted this work into the fi rst chapter of a game series that had unprecedented input from the author. The novel went on to sell over 1m in Russia, and has been published in twenty languages, while the game became a global hit, selling over 4m units worldwide to date, and earning its reputation as a cult classic.
Its sequel, Metro: Last Light sold more in its fi rst week than Metro 2033 managed in three
months. The script for the game, written by Glukhovsky, has in turn become the basis of the soon to be released novel Metro 2035. The world of Last Light has been praised by gamers, press and developers alike for its immersion and atmosphere. Metro Redux is the ultimate collection, including defi nitive versions of both Metro 2033 and Last Light, each rebuilt in the latest and greatest iteration of the 4A Engine for next-gen consoles and PC. For the fi rst time, console owners can expect smooth
60FPS gameplay and state-of- the-art-visuals that were once only available on high-end PC hardware. Fans of the original games will fi nd the unique world of Metro transformed with incredible new lighting, physics and dynamic weather eff ects, as well as a host of gameplay improvements and new features. All the enhancements from
Last Light have been transferred to Metro 2033 Redux – superior AI, controls, animation, weapon handling and many more.
WATCH TV? WATCH DOGS! This week GameTime looks at the ad campaign backing Ubisoft’s blockbuster new IP
Cumulative Male 16-34 TVRs 250
200 150 100 50 00
Cumulative Male 16-34 1+ Cover Cumulative Male 16-34 4+ Cover
40 60
50 70
30 20 10
11th 12th 13th 14th
WATCH DOGS is the UK’s fastest selling new IP ever and TV advertising played a big part in ensuring high awareness at launch. TV ads began just over two weeks before the game’s arrival, achieving
15th 16th
over 200 16 to 34 male TVRs by its launch date (May 27th). This was 43 per cent greater than the next largest campaign, Clash of Clans, with 141 male 16 to 34 TVRs. In fact, Watch Dogs’ 201 TVRs
17th 18th 19th 20th Days in May 2014
represented 27 per cent of games TV ad pressure in the analysed period. Ubisoft made sure people
saw ads more than once by using high profi le and value spots in the FA Cup and Champions League fi nals.
MCV GameTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
www.mcvuk.com 17 June 13th 2014
Using a fragmented medium with so many channels, frequency has to take priority. Ubisoft achieved this with heavy use of Sky stations. Its lower cost channels meant that there were over 3,800
spots during the period, with Sky accounting for 70 per cent of these. This meant that by the
time the game launched 21 per cent of men aged 16 to 34 had seen the campaign at least four times.
21st 22nd 23rd 24th 25th 26th 27th 00
Male 16 to 34 Percentage Coverage
Male 16-34 TVRs
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