MARKETING


BRAND PROFILE EURO TRUCK SIMULATOR


Excalibur’s Richard Barclay on the popular simulation title


DEVELOPED by the


incomparable Czech Republic- based studio SCS Software, the Euro Truck Simulator franchise is


celebrating its sixth birthday this month, having arrived as the defi nitive truck driving simulation back in August 2008. The game is a distillation of several previous truck


driving games developed by SCS and the result is a product whose key brand values are ultra-realistic graphics married with entertaining and rewarding gameplay. Excalibur is one of several publishers chosen by SCS to license the boxed retail version in specifi c territories. We look after the UK, Italy, Australasia, South Africa and Holland. When it was released in October 2012, Euro Truck Simulator 2 saw a Metacritic score of 79


and PC Gamer named it the best simulation title. Euro Truck Simulator 2 alone has sold in excess of 800,000 units and combined with the original game’s sales, now total well over 1.5m. SCS Software has been very


clever about the DLC packs it has developed over the years and sales of these bring the total units sold to over 2m. The sheer realism of the


product has garnered offi cial support from all of the ‘big


seven’ European truck manufacturers including Volvo and Scania. Truck driving simulation fans come in all shapes and sizes. Our research shows that we have sold Euro Truck Simulator 2 to customers aged between 12 and 83 with a 93 per cent male bias. People constantly get in touch and tell us they never thought they’d ever consider playing a simulation title. Very often they’re now hooked on it.


2014 CAMPAIGNS PUNCH ABOVE THEIR WEIGHT This week GameTime looks at the increase in game advertising activity in 2014 thus far


Brands on air


77 76 75 74 73 72 71 70 69 68


76 Individual TVRs 11245 6950 71 Source: BARB August 2014 Jan-Jul 13


DESPITE a decrease in the amount of individual brands advertising on TV year-to-date (76 in 2013 versus 71 this year), 2014 so far has seen a 61 per cent increase in individual TVRs in the games market. The average TV ad campaign in 2014 is nearly 75 per cent larger in


terms of individual TVRs accrued versus the average campaign during the January to July period in 2013. When looking at the major


players in the TV market so far this year, it is fair to say that King’s increase in TV advertising market share can account for the lion’s


MCV GameTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk


www.mcvuk.com 11 August 29th 2014 Jan-Jul 14


share of this increase in individual TVRs in the market year-on-year. King’s largest campaign for the January to July period in 2013 was Candy Crush, accumulating just over 700 individual TVRs. Its biggest campaign for the same period in 2014 was for Farm Heroes Saga, a


12,000 10,000 8,000 6,000 4,000 2,000 0


campaign which has so far amassed in excess of 1,900 individual TVRs. And a heavyweight campaign


for the Xbox One console across June this year has left the games TV advertising market in a healthy position as we fast approach the busy autumn and winter period.


Brands on air


Individual TVRs


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