MARKETING
BRAND PROFILE DEAD ISLAND
Deep Silver’s Paul Nicholls tells MCV about the zombie series’ iconic start and forthcoming additions
ON February 16th 2011, Deep Silver released one of the most creative and emotive game trailers in history and with that
release announced the much loved zombie-fest, Dead Island. The trailer was viewed more in its fi rst 24 hours than any gaming trailer in history and has now been viewed over 13.5m times
on the offi cial channel with the total number of views in excess of 20m. Developed by Techland, Dead Island is set on the fi ctional Pacifi c island of Banoi, a paradise meeting hell.
Dead Island sales have surpassed 8m units worldwide. The series is one of the most popular recent zombie franchises. Dead Island 2 sees a move to another bloodsoaked paradise, a quarantined California. At E3’s Sony conference, Deep Silver released another creative trailer
refl ecting the game’s shift in tone. It takes players forward a few months into the outbreak where they can use new handcrafted weapons to fi ght both human and undead foes in iconic locales such as the Golden Gate Bridge. There a few diff erent titles, too. Recently announced Escape Dead Island is a third-person single-player survival mystery spin-off that unravels the origins of the zombie outbreak. Developer FatShark has created visually unique styles that accompanies
the player on their struggle against insanity in uncovering the secrets of Dead Island’s universe. And then there’s F2P PC title Dead Island Epidemic, the world’s fi rst ZOMBA – Zombie Online Multiplayer Battle Arena – where three teams of four players fi ght either each other or zombies. By early 2015, Dead Island fans
will be able to choose a game whatever platform they own, making this the franchise for zombie hunters everywhere.
MICROSOFT WINNING UK TV BATTLE IN NEXT-GEN WAR This week GameTime takes a look at how the Xbox One and PS4 are being marketed on UK TV
Individual TVRs
800 600
700
500 400 300 200 100 00
ACCORDING to advert research platform iSpot, Sony has spent 70 per cent more on TV advertising for its new hardware than Microsoft in the US (year-to-date). But the latest year-to-date TV advertising data in the UK side tells a diff erent story.
Cumulative 4+ Cover (Individuals) (YEAR-TO-DATE) 729 343 PS4 In terms of individual TVRs, TV ads
for Xbox One outgunned the PS4 by 112 per cent. 1+ cover (percentage of audience to have seen an ad at least once) diff ers by 18 per cent between the two, with PS4 and Xbox One achieving 72 per cent and 85 per cent 1+ cover respectively.
MCV GameTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
www.mcvuk.com 09 July 11th 2014 XBOX ONE This can be attributed to the
appearance of high rating, mass audience spots on both schedules. 4+ cover is where Xbox One TV advertising is steaming ahead, with six in ten UK individuals having seen ads for the Xbox One at least four times. PS4 recorded 4+ cover of 35
70 60 50 40 30 20 10
00
per cent in comparison. High rating spots have contributed to a high 4+ cover for Xbox One. Over 25 per cent of TVRs have been on ITV. Whilst Sony remains in front in terms of UK-wide sales, it remains to be seen if TV presence and price cuts can help Microsoft catch up.
Percentage Cover (Individuals)
Individual TVRs
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