505 Games Recommended Extra

FOUR S! ME 505 GA

Girl Power for a new generation The Diva Girls franchise represents a long term commitment for 505 Games, plus an innovative promotional strategy, as the publisher’s marketing director for UK & Export Alison Mitchell explains...

Tell us about the concept behind the Diva Girls range.

AM: With this new brand, 505 Games is redefining what it means to be a Diva.

Traditionally the term ‘Diva’ carries all sorts of negative connotations – the demanding prima donna – but really at its heart ‘Diva’ stands for someone who knows what they want, has ambition and drive, and is happy with who they are. The Diva Girls brand is the embodiment of that spirit. I guess it’s this generation’s ‘girl power’.

Each of the girls carries their own particular back-story, character traits and set of interests and the overriding message from all the Diva Girls communications is that it’s alright to be who you are.

The most important thing from a marketing point of view is to convey the essence of what the Diva Girls stand for. Everything we do will be about communicating each of the characters and introducing the girls to our target audience. So we ultimately want them to feel like they are their friends and that the gamer is the fifth Diva girl.

Why not use a personality in your advertising for the Diva Girls range?

Alison Mitchell: 505 Games’ very own Diva Girl We’ve got a lot of brand-related support for the franchise. What we don’t want to do – and this was a strategic decision – is to just slap a face on the box and on the TV ads. That’s not the way to sustainable brand loyalty.

We’re looking for grass-roots support which builds over time. Any third parties we bring to the table will be for the benefit of real association rather than just endorsement. We are reluctant to come straight out with that association, as other publishers have done, in an above-the-line campaign before the groundwork connection has been made.

AM: It has always been 505 Games’ way to do things differently, to build brands organically and almost to go under the radar of anyone apart from our absolute target. At 505 Games we prefer to go straight to the source to establish a brand and a relationship with our audience over a period of three to five years rather than spend our way into people’s hearts. We want our girls to stand for something on their own. Any endorsements have to be relevant, and prepared to fit in with our agenda. This approach is key to any personality coming on board, and only if and when we feel it is appropriate.

You don’t think the market will expect this of 505 Games?

AM: No. We will be using TV as a highreach medium and we’ll be doing it in our usual way, but we’re also really hitting the kids at the grass-roots level.

We’re going into a nationwide tour of

schools, and actually having teacher time and lesson time instituting the brands and the values the Diva Girls represent. It doesn’t mean being a demanding witch, it’s about knowing what you want and making the best of yourself and going after your dreams and achieving them. It’s a really positive role model that we’re trying to present. It will take a while for people to hear about the way we’re approaching it but that’s the way we want to play it.

And with celebrity-backed advertising, you can possibly lose focus from the actual game…?

AM: Yes, you lose any kind of impact.

This will be completely different. Any endorsement we consider will not be because of their profession or what they’re known for; but rather because of their personality and the fact that they’re a positive role model and align themselves with the Diva Girls message. Unlike other brands which have been fronted by celebrity-

endorsed campaigns in recent times, we are establishing Diva Girls as a brand with a character, a message and a philosophy, which any brand ambassador will need not only to speak, but also epitomise.

Meanwhile, the female gamer market is a growing sector…

Yes, it’s been a massive area for a while and and one in which 505 Games has always dominated with the likes of Cooking Mama, Fashion Designer and Princess On Ice. But it is definitely growing and we fully intend to grow our market share within it. The difference now is that 505 Games is prepared for the long-term, with brand strategies that have longevity, economies of scale and the capacity for building something beyond interactive entertainment. We didn’t want to just throw things together.

We’ve spent months developing these core brands and are now determined to execute them properly.

Wii BALANCE BOA R COMPATIBLE D 505 Games’ Diva Girls will make their debut on Nintendo Wii in April, with Kelly, Gabrielle, Alyssa and Madison skating for glory in the Miracle Ice Festival. And with ITV’s Dancing On Ice show reaching its climax right now, young girls everywhere will (axel) jump at the chance of taking one of of the Diva Girls through to victory.

Utilising an all-new control system for the Wii, gamers can dress their favourite Diva Girl in thousands of combinations of customisable outfits, then train hard to upgrade their skating skills to woo the crowd, impress the judges and ultimately be crowned Princess On Ice.

It’s all about the moves in Diva Dancers which sees the Diva Girls head off to the bright lights of Fiesta City to shake their thing and enter the greatest dance competition in the world. The DS game features 14 different locations, each with its own champion dancer for the Diva Girls to defeat, meaning that it’s not going to be an easy run for Kelly, Gabrielle, Alyssa and Madison, as they must face-off against B-boys, bullies, princesses and showgirls. But if they make it through, they face their toughest challenge of all – competing against each other.

Will their friendship survive…?

What little girl doesn’t dream of becoming the next Duffy? And in this outing, the Diva Girls take a break from dancing and skating to music and start making it themselves. The girls are given their big break when a local band invites them to join them on tour. But will new girls Surya and Chandra become pop pals or rock rivals?

Plus, is love in the air for one of the girls and can she concentrate on her music? Making The Music features four instruments (guitar, bass, keyboard and drums) to master and gamers are given the opportunity to unlock new outfits and instruments as they progress through the game.

Sliding back into view in May, Diva Girls return to the rink in Princess on Ice 2 for the DS handheld.

Having won the prestigious Miracle Ice Festival, Kelly, Madison, Alyssa and Gabrielle now have to deal with the fame that goes with becoming international sports stars. With improved 3D graphics and all-new stadiums to skate in, the girls have to step, spin and jump with style and passion if they’re to impress the judges and win over the crowds.

Here come the girls!

Want to know more about the Diva Girls? 505 Games provides the full lowdown...

KELLY ANDERSON BIRTHDAY: February 10 ZODIAC SIGN: Aquarius FAVOURITE COLOUR: Blue LIKES: Vanilla ice cream, listening to music, trying new things and vintage clothes (stylish and environmentally responsible, too!)

DISLIKES: Spiders, hurt feelings, carelessness with the environment and show-offs CHARACTERISTICS: Cheerful, hard working but sometimes a little childish IS GOOD AT: Helping people feel included, leadership, problem-solving and talking to grown-ups WANTS TO GROW UP TO BE: Involved in politics or saving whales KELLY’S STORY: Kelly is the oldest child of three. She grew up in the countryside where she became a real lover of nature and the environment. She recycles everything!

Kelly makes friends easily, and her bubbly personality is part of the glue that holds these four friends together. Kelly is willing to work hard for what she wants but helps her friends remember they don’t have to act like grown-ups just yet.

MADISON JAYNE BIRTHDAY: November 25 ZODIAC SIGN: Sagittarius FAVOURITE COLOUR: Red LIKES: Pranks, music concerts, art, new ideas and computers DISLIKES: Homework, snobs, spaghetti, boring people and those who can’t take a joke CHARACTERISTICS: Very cheerful and loves playing pranks IS GOOD AT: Creative games, music and seeing opportunities where others see obstacles WANTS TO GROW UP TO BE: An Astronaut MADISON’S STORY: Madison is an only-child with a real fun-loving nature. She has a great deal of musical talent, but no patience! She knows how to play the piano and enjoys making music for fun.

Madison is often too smart for her own good but she’s discovering that putting in the effort can be very rewarding. She’s always pushing her friends to throw themselves into their work and do their best. She craves new experiences, new feelings, new everything!

FO U R

ALYSSA KORBIA BIRTHDAY: April 5 ZODIAC SIGN: Aries FAVOURITE COLOUR: Pink LIKES: Fairy tales, sunsets, girly things, good manners, good friends and being cozy DISLIKES: Crowds, being the centre of attention, looking silly and change CHARACTERISTICS: Shy but very creative IS GOOD AT: Art, sculpture and dealing with boys (once she gets over the nerves) WANTS TO GROW UP TO BE: An Artist ALYSSA’S STORY: Alyssa’s naturally creative and talented but also very shy. She’s nervous about making mistakes, and doing the wrong thing.

Alyssa really likes being in her comfort zone, so change really scares her. Alyssa can paint, draw or sculpt anything she can imagine. She loves fairy tales and fantasy stories. Her dream is to make the world a more beautiful place!

Email your answers to divagirls@intentmedia.co.uk

GA M ES !

GABRIELLE STANTON BIRTHDAY: July 18 ZODIAC SIGN: Cancer FAVOURITE COLOUR: Yellow LIKES: Chocolate ice cream, sport, friends and being in charge DISLIKES: Losing, being away from home and seeing anyone be sad CHARACTERISTICS: Calm, mature and very strong-willed IS GOOD AT: Leadership WANTS TO GROW UP TO BE: A CEO just like her dad, although she doesn’t really know what that means GABRIELLE’S STORY: Gabrielle has a brother who is much younger than her. She’s very loving and nurturing. She wants to follow her father’s example and succeed in business so she can invest money in helping people.

She’s a natural leader but doesn’t have a big ego. She’s more experienced in the real world than her friends are so she is often seen as the most mature one of the group.

The Diva Girls will bring Girl Power to a new generation. Which girl band brought us girl power back in the 1990s? Answer correctly and win a copy of each game.

A. The Spice Girls B. The Sugar Girls C. Boyzone

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