MARKETING
BRAND PROFILE STREET FIGHTER
Capcom’s Laura Skelly tells MCV about how the publisher’s brawler infl uenced an entire genre
STREET FIGHTER is one of the most successful fi ghting series and has sold over 35m units globally. The original
game burst onto the arcade scene in 1987 and established the fi ghting genre with its competitive one-on-one style of fi ghting gameplay. The world was introduced to now iconic
characters martial arts expert Ryu and Ken.
The unique pressure-sensitive two-button control system was updated to a six-button control layout which went on to become the standard for fi ghting games, allowing players to execute types of punch and kick attacks at varying speeds and strengths. In 1991, Street Fighter II was
presented to the world and instantly became a global phenomenon and an instant gaming legend. The varied cast of
fi ghters and fi ghting styles, vibrant graphics and amazingly tight controls took arcades and gamers around the world by storm. Now over 25 years since its birth,
the brand continues to reinvent itself. Capcom producer Yoshinori Ono pitched an idea to the head of R&D after a noticeable absence of titles in the franchise and this led to the release of Street Fighter IV in 2009. It has since seen several iterations including Super Street Fighter IV, Arcade Edition and this year’s Ultra Street Fighter IV.
Boasting a roster of 44 characters, enhanced gameplay mechanics and new modes, Ultra evolves the series to a whole new level. In March we announced the Capcom Pro Tour, which sees the fi rst ever Street Fighter- focused league. Comprised of a series of global premier events, it establishes a year-long foundation for the fi ghting game community. Street Fighter has become a
fi xture in the history and future of gaming and it will continue to do so for years to come.
XBOX ONE TURNS UP THE HEAT IN JUNE In 2014 there have been more gaming ads on TV than last year. GameTime investigates
3000 2500
2000 1500 1000 500 00
2013 2014 93% 108%
TOP 10 BRANDS JUNE 2014 TITLE
Jan Feb
LATEST TV audience data reveals a year-on-year increase in games TV market ad pressure of over 60 per cent for the January to June period. Spikes of 108 and 93 per cent in
March and June account for most of this increase in TVRs in the market. Brands on air in 2014 vs 2013 remain largely unchanged.
Mar Month Rather, 2014 has seen an
average increase in campaign. This is a result of King upping the ante with their mobile games, Microsoft using TV to promote Xbox One and Nintendo re-igniting its presence after a quiet start to 2014. June saw Microsoft’s Xbox One campaign back on air for the fi rst
MCV GameTime is provided by Generation Media 0207 255 4650 |
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www.mcvuk.com 09 July 18th 2014
time since January with over 600 individual TVRs, making it the third biggest console campaign this year. Interestingly there has been no response from Sony as yet. As Nintendo increases its support of Mario Kart 8 and Tomodachi Life and upcoming triple-A releases roll out for
PlayStation 4 and Xbox One, it is likely that we can expect further growth at the end of the year. But with no hardware launches to match the back end of 2013, it remains to be seen as to whether month-on-month growth will near that of March to June 2014.
Apr May Jun
01 Microsoft Xbox One Console 02 Supercell Clash of Clans 03 King Bubble Witch Saga 2 04 Supercell Hayday 05 King Pet Rescue Saga 06 Nintendo Mario Kart 8 07 King Farm Heroes Saga 08 Nintendo Tomodachi Life 09 Goodgame Empire Online 10 Nintendo Kirby Triple Deluxe
INDIVIDUAL TVRS 630 361
248 215 213 154 136 124 82 75
Individual TVRs
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