MCV580 Friday 26th March 2010 by Intent Media (now Newbay Media Europe)

OUT NOW!

THE MARKET FOR COMPUTER AND VIDEO GAMES International Media Partner

Issue 580 Friday March 26 2010 £3.25

04 Block not ‘busted

14 Arts’ attack

UK MD breaks silence – says troubled rental chain will not close down.

EA’s Rob Davey discusses how the publisher is growing its market share

04 New ‘3D’ DS announced

17 Winning Formula

Nintendo releases first details of DS successor, featuring 3D displays.

Codemasters’ Jeremy Wigmore talks F1, Bodycount and International Cricket

06 Batman – 3D’s killer app

21 Copycats

New Game Of The Year Edition could drive 3D uptake with new technology

We look at the copy protection and duplication sector’s latest hurdles

EVERY BUYER EVERY BRANCH EVERY INDIE EVERY WEEK

INCORPORATING

Supermarket sweep Grocers are now the third-biggest games retailers, accounting for £328m of the market in 2009, says ERA – but it is specialist and online retailers that are pushing the average price of a game down to £21.34 per unit by Christopher Dring IT’S OFFICIAL: supermarkets are the fastest growing games retailers in the UK. According to TNS data published by ERA this week, supermarkets took up 17.7 per cent of revenue earned through video game software

“

The latest data from TNS also revealed that supermarkets are now the biggest DVD retailer with 35.7 per cent share of the video sector. They’re also the second largest in music, accounting for 29.3 per cent of CD sales last year. ERA director general Kim Bayley told MCV the loss of

It wouldn’t surprise me to see supermarkets’ market share in games continue to increase Kim Bayley, ERA

sales in 2009 – a whopping £328 million. That figure was just £210m, 10.1 per cent of the market, the year previously. Online retail also grew its presence in games slightly – but specialists such as GAME and Gamestation saw their market share marginally fall from 35 per cent in 2008 to 33.9 per cent in 2009.

”

Woolworths has propelled the growth of supermarkets – and she reckons they will grow their share in games further. “Woolworths sales pretty much migrated either to supermarkets or online,” she said. “Games trends tend to follow music and DVD, and supermarkets have been ramping up their games

GAMES VS MOVIES VS MUSIC In its annual yearbook ERA has totalled up the UK sales for the biggest album, DVD, Blu-ray and game releases of 2009 – and key video games trump major music and movie releases... 1. COD: Modern Warfare 2 2. Harry Potter: Half-Blood 3. FIFA 10 4. Quantum of Solace 5. Twilight 6. I Dreamed A Dream (S.Boyle) 7. Wii Sports Resort 8. The Fame (Lady GaGa) 9. Slumdog Millionaire 10. Transformers: Fallen

Activision Warner EA Fox E1 Ent. Sony Nintendo Universal Fox Paramount

2,926,637 2,193,700 2,155,697 2,040,229 1,815,543 1,714,369 1,488,797 1,458,289 1,383,838 1,362,020

(Game) (Video) (Game) (Video) (Video) (Album) (Game) (Album) (Video) (Video)

offering – it wouldn’t surprise me to see their market share in games continue to increase. If I were a supermarket, I would be thinking that if I can get a 35 per cent share in DVD, I can also get that in games. “But there is a lot more competition in the games market, so supermarkets will probably not quite reach the same market share as they do in other entertainment sector.” But supermarkets are not the cheapest retailers, says ERA. The average price of software sold by the likes of Asda, Tesco and Sainsbury’s was £23.23, much more than general retailers (£22.44), online (£19.29) or specialists (£20.96). The overall average price of a game in 2009 was £21.34, down from £22.99 in 2008. There has also been a drop in the total number of games outlets, from 7,609 in 2008 to 6,770 last year, due to the fall of Woolworths and Zavvi.

Meet the new, ‘inclusive and evolutionary’ UKIE by Michael French REBRANDING ELSPA to the newer, more accessible UK Interactive Entertainment Association ‘reflects the evolving nature of the industry’ according to director general Michael Rawlinson. The UK games industry trade association last week confirmed it will rebrand this summer after 20 years as ELSPA. “We’ve got to move with this world if we are to remain

relevant to it,” Rawlinson told MCV. “What is a publisher these days? It hasn’t been for some time someone who

“

developers now, and many developers know they don’t have to go to a big corporation to get their content out. All of

Announcing the new name is just the start. We will be inclusive to the whole industry.

commissions someone else to make games for them – many of our members own games

Michael Rawlinson

”

that is blurring. We are no longer talking about just console and PC any more –

people play with mobile apps, in browsers and online.” Switching from the ELSPA name has been in the works since September. Rawlinson said the organisation will maintain its thorough stance on piracy, online safety, proactive political dialogue and defending games from unwarranted criticism – but all will be tuned towards the new era our industry faces. UK Interactive Entertainment could also get closer to social

issues around games, the impact the medium has on its audience, and might ramp up its services and events. And yes, UK IEA will have a more diverse membership. Added Rawlinson: “Announcing the new name is just the start of a consultative and open process where we facilitate the evolution of the industry’s trade association. “ELSPA is signalling that it is becoming inclusive to the whole industry.”

PERSONNEL 24 RETAIL BIZ 25 NEW RELEASES 32 HIGH STREET 34 CHARTS 36

4 MCV 26/03/10

WWW.MCVUK.COM

NEWS

[LEADER] UKIE OKAY? Does the new name sound funny? At the moment, for sure. Does it mean anything? Not yet. But it could do. And that, of course, is the challenge for any re-brand. “We’ll just have to make sure that everyone refers to us solely as UK Interactive Entertainment and not UKIE if we can,” said one wise but worried owl at ELSPA’s last supper. Yeah, right… I would suggest a more pragmatic attitude. UK Interactive Entertainment is perfectly acceptable as the new name. UKIE? People will get used to it. After all, we dealt with Nintendo choosing Wii as a console name and that was proper mental. There are a variety of very good reasons for the games trade body to switch its name. Strategically, the powers behind the ELSPA throne realise that the games business is changing. Lines between development and publishing are blurring and routes to market are widening. Now is the perfect time for a re-think. Practically, a change is needed to aid universal representation to Government and basic funding. Post-Byron Review, we are firmly on Westminster’s radar. I was wedged between Culture, Media and Sport secretary Ben Bradshaw’s longtime political advisor and a trusted DCMS worker bee at the BAFTAs last week. It used to be a pissed-up PR and a bored finance director. Things have changed.

“A more inclusive UKIE could see off the threat of companies from the app, browser or social media games space setting up their own body.” COME MANY, COME ALL? Whoever wins the next election, Government is clearly prepared to get a lot closer to games and, if it can, even help the industry. But it would prefer one trade body, and is a little uncomfortable that ELSPA, whilst being efficient and intelligent, would appear to only have a remit to serve the interests of traditional publishers. A more inclusive UKIE could also see off the threat of companies from the app or social media space setting up their own body. It’s frustrating enough that TIGA likes to paddle its own canoe. And if a single trade body is going to provide the services required by a £4 billion sector (such as research and training, let alone political liaison) then it needs more cash, which means more members. Studios, retailers, services, media, distributors and hardware makers… your voice may be about to get a little louder in the corridors of power. Stuart.Dinsey@intentmedia.co.uk

Business as usual at Rental giant insists no UK stores will be closed ‘We are a profitable by Christopher Dring BLOCKBUSTER UK is not closing any stores and is a profitable business, insists MD Martin Higgins. The firm broke its silence after news emerged that its US parent could face bankruptcy. MCV also reported last week that Blockbuster is looking to sell its UK arm. However, Higgins has denied analyst statements that the firm

“

over 640. With a store portfolio of this scale you will always have some shops lose money that you sell to someone else, or isn’t right for you.” Following news that Blockbuster has appointed someone to sell its UK business, MCV was contacted to say a deal was at an ‘advanced stage.’ Higgins says that although he is not directly involved in the sale of the business, news of an

This is a good company, it is profitable, it doesn’t have any debt and is robust. It’s business as usual for me. Martin Higgins, Blockbuster

is closing stores in order to help facilitate a sale. “There is no major storeclosing programme going on,” Higgins told MCV. “I don’t have any stores in the UK right now losing money to the extent that it is worth closing them. “In the normal course of events, we have closed some stores. In 2006 we had 700 stores, and we now have just

NEW ‘3D’ DS ANNOUNCED A true successor to the Nintendo DS is on the way – the 3DS. Nintendo announced the new device just as MCV went to press. The firm said: “Games can be enjoyed with 3D effects without the need for any special glasses.” The new handheld console will be backwards compatible with older DS games and is due to be launched before March next year. More details will be revealed at E3 2010 in LA this June.

”

imminent sale is not something he is aware of. “Someone is making it up, and if they’re not making it up, it’s news to me,” he added. “The company has stated it wants to dispose of its international businesses and has decided to sell them. “This is a good company, it is profitable, it doesn’t have any debt and is robust. Our profits are up nearly 18 per cent, and

there are not many retailers in the UK able to say that. “We run a separate legal entity over here. If our parent company does go into bankruptcy we would trade on as normal.

WWW.MCVUK.COM

MCV 26/03/10 5

NEWS

Blockbuster business without any debt,’ says UK MD

Slim Xbox 360 to be bundled with Natal? by Dominic Sacco

Blockbuster’s UK boss Martin Higgins has dismissed reports that the firm is closing stores in preparation for a sale

“At Blockbuster it’s business as usual for me.” Blockbuster US revealed last week its concern that “increasingly competitive industry conditions” means there is “substantial doubt

about our ability to continue as a going concern”. The firm reported a $434.9m loss in Q4 last year. Its US arm is said to have debts of $1bn. Blockbuster: 01895 258866

MICROSOFT is rumoured to be readying an Xbox 360 slim unit that could launch with Project Natal this year. The trimmed-down model would arrive to help prolong the lifecycle of the console, and could be released as a bundle at retail with Natal. Reports over a redesigned Xbox 360 surfaced last week when pictures of a new motherboard appeared online, as well as rumours of Xbox 360s becoming compatible with external hard drives. Analyst Nick Parker told MCV: “The slim version will probably include other improvements in a move to prolong the lifecycle of the Xbox 360 as a brand. “Like anything its success will depend on its price, but of course it does make sense for Microsoft to offer a bundle with Natal.”

When asked about the possibility of an Xbox 360 slim, a spokesperson said: “Microsoft does not comment on rumour or speculation.” 2010 is set to be a major year for Xbox, with several new titles such as Halo: Reach, Fable III and Crackdown 2 scheduled for release alongside the firm’s Project Natal. Microsoft’s European boss Chris Lewis previously told us: “2010 is set to be the biggest in Xbox history and a major year for the games industry, where we will witness a fundamental change in the way we experience and share entertainment with each other.” The computer giant has also confirmed that Project Natal will be available before Christmas, and is likely to go on sale during November or December 2010. MCV understands it could be sold for as little as £50.

[PRE ORDERS]

TOP 10 SUPER STREET FIGHT IV + T-SHIRT PS3, CAPCOM

2. JUST CAUSE 2: LIMITED ED 360 ................................SQUARE ENIX

3. SUPER SF IV + T-SHIRT 360 ......................................CAPCOM

4. JUST CAUSE 2: LIMITED ED PS3 ................................SQUARE ENIX

5. SPLINTER CELL: CONVICTION + T-SHIRT 360 ......................................UBISOFT

6. RESONANCE OF FATE PS3 ..........................................SEGA

7. SPLINTER CELL: CONVICTION + LONG T 360 ......................................UBISOFT

8. POKÉMON HEARTGOLD DS......................................NINTENDO

9. POKÉMON SOULSILVER DS......................................NINTENDO

10. FORMULA 1 2010 PS3 ..............................CODEMASTERS Week ending: March 19th Source: SHOPTO.COM Turn to page 35 for more pre-order charts from leading online retailers

UK SOFTWARE SALES MONITOR Your weekly guide to the UK games software market… This week’s UK software sales dropped 24 per cent to £20m, while total units were down 19 per cent to 841,092. The market was driven by Sony’s flagship release God of War III, which took No.1 in the All Formats chart. Other new releases Metro 2033, Dragon Age: Origins – Awakening and Command and Conquer 4: Tiberian Twilight also debuted highy in their respective format charts. A whole host of big new titles hit UK stores today (Friday, March 26th), including Pokémon HeartGold and SoulSilver, plus Just Cause 2, Red Steel 2 and Batman: Arkham Asylum GOTY Edition, which should drive sales over the coming week.

[WEEKLY MARKET VALUE]

Total UK Software Sales Source: ELSPA/ChartTrack and Intent Media

Week Ending March 19th 2010

£20.0m

25 20 15 10 5

£22.8m

£26.5m

£20.0m

967,040 Units

1,043,211 Units

841,092 Units

0 GOD OF MORE: Sony’s third God of War title reached No.1

Week Ending March 5th

Week Ending March 12th

Week Ending March 19th

6 MCV 26/03/10

WWW.MCVUK.COM

NEWS

Can Batman be 3D’s killer app? Firm behind new tech in Game of the Year SKU says game can drive 3D uptake Retail 3D bundles next? by Michael French NINTENDO ISN’T the only company eyeing innovative new 3D games technology. The firm behind the 3D elements in today’s re-release of Batman: Arkham Asylum says its cheaper technology can drive rapid acceptance of games with added on-screen depth elements.

“

doesn’t require an expensive TV – one of the current barriers around 3D content in the home. The team behind the tech say it’s a decent compromise between consumer demand for 3D content and what gamers and the industry can afford. “There are all types of people wanting to get into 3D,” said Grady Hannah,

Hardly any consumers have those expensive 3D TV sets – this serves as a good first step before that. Alexis Arragon, Darkworks

Batman: Arkham Asylum Game of the Year Edition hits today, and includes a set of new challenge maps on the disc – but most importantly it features an integrated 3D mode with two pairs of colour-tinted glasses in the box. The game uses French studio Darkworks’ TriOviz’s 3D SDK. Unlike other 3D systems it

”

business development director at the studio. “Currently we are interested in working with those extending their brand. But once we’ve done that and got over the perception issues around 3D, the industry can start thinking about original content.” Darkworks’ product and innovation manager Alexis

Batman’s new technology could prove to be a key factor in driving interest and consumer attachment in the emerging 3D market

Post-launch Pokémon marketing burst begins NINTENDO will ramp up its marketing efforts this weekend for new DS titles Pokémon HeartGold and SoulSilver. The company has already run an extensive pre-launch campaign for the two remakes, which releases today (Friday, March 26th). Now the platform holder is set to begin the second phase of its promotional push, and are trying to engage with both

newcomers and former fans that have strayed from the popular franchise. “Our marketing activity kicked off two weeks before the games’ release, building pre-launch awareness amongst the established fanbase,” said Nintendo’s marketing assistant Vanisha Kavia. “There will be further TV and online support from launch through to the end of April that will be targeted at lapsed fans and

those that have never played Pokémon games before.” The renewed burst of TV activity will feature kids aged eight to 14 years old and 16to 24-year-old lapsed fans discussing their favourite Pokémon memories. These soundbites will form two separate 20-second TV spots. Online ads will continue to run across numerous specialist gaming sites, dropping the focus on pre-orders in favour of a more general ‘available in stores now’ message. Nintendo: 01753 483700

Arragon added: “Hardly any consumers have those expensive 3D TV sets – this is a good first step before that. “For publishers, developers and players, Batman: Arkham Asylum will be the first easy step into 3D. And once more and more people start playing in 3D and watching content in 3D, they will want more.” TriOviz’s glasses feature patented magenta and green tint lenses in order to minimise colours being washed out onscreen. Cardboard versions can be manufactured to insert in game boxes. But Darkworks is also looking at producing more durable plastic pairs that can be released and bundled with DLC codes. “That’s a great way for publishers and retailers to earn more and make extra revenue,” said Hannah. “Our 3D functions can be easily patched into a game via download so there are lots of ways the industry and consumers can experience 3D.” games.trioviz.com

MIYAMOTO, UNCHARTED 2 AND BATMAN SWEEP GAME BAFTAS

Nintendo’s Shigeru Miyamoto, Uncharted 2 and Batman: Arkham Asylum were the stars of this year’s GAME British Academy video game awards. Uncharted 2 picked up four awards for Action, Story, Score and Use of Audio, while Batman: Arkham Asylum was named Best Game. Miyamoto received the BAFTA Fellowship Award.

WWW.MCVUK.COM

MCV 26/03/10 7

NEWS

Sega backs PC games market ‘PC sales are much stronger than reported,’ says UK boss AvP and Football Manager sell big in February by Christopher Dring PUBLISHING giant Sega has defended PC gaming, calling it a strong and vital market for the games industry. Physical retail sales of PC games are continuing to slide in 2010, but Sega’s UK MD John Clark says that isn’t a fair representation of the market –

“

actually performing much better than is currently reported and remains a vital and strong sector to be involved in.” Sega was the second biggest UK PC publisher in 2009, with 12 per cent share of the market. Meanwhile, year-to-date in 2010 the company has a 12.8 per cent share of the PC games

The PC market is actually performing much better than is currently reported and remains a vital, strong sector. John Clark, Sega

with digital sales now accounting for a large proportion of revenue. “The PC market is third in terms of its year-on-year performance with a decline of 26 per cent, but this doesn’t really reflect the full picture,” said Clark. “The PC digital download business is now a viable sector but somewhat invisible as it’s not yet covered by Chart-Track. The PC market overall is

”

sector. This was boosted by the strong performance last month of Aliens vs Predator, Napoleon: Total War, as well as continued sales of Football Manager 2010. “Last month’s PC chart illustrates Sega’s position within this sector,” added Clark. “Napoleon: Total War, Football Manager 2010 and Aliens vs Predator are three

Sega maintains the PC market is still viable when the success of digital downloads is taken into account

different styles of game from three different genres. They can all drive a strong, community fan base with the ability to consistently deliver

endless hours of gameplay. Incidentally, they are all developed in the UK. “For 2009, Sega was ranked the second biggest PC

publisher in the market. In 2010 year-to-date, we are once again ranked second. Long may it continue.” Sega: 020 8995 3399

GAME secures Backbreaker exclusive 505 GAMES’ American football title Backbreaker is to be sold exclusively via GAME on Xbox 360 and PS3. And the iPhone edition of the game – Backbreaker: Tackle Ally – features a link so customers can instantly preorder the console version from GAME websites. The iPhone game is already available and marks the first time a mobile title has been used to encourage pre-sales of its console counterpart. Kathryn Hinton, head of third party buying at GAME said: “We are pleased to be

working with 505 Games as the exclusive retail partner and delighted to promote it via the iPhone version. “It’s a perfect example of how we intend to embrace new digital technology in order to inform and engage with our customers.” The console edition of Backbreaker is developed by NaturalMotion, and makes use of its Euphoria engine, which simulates realistic movement in player animations. The technology has also appeared in GTA IV and The Force Unleashed.

“Backbreaker is a truly groundbreaking title that 505 Games are proud to bring to the UK market,” said 505 Games’ commercial director Ralph Pitt-Stanley. “The tech demos alone have caused quite a stir when they were first released and we are pleased to add Backbreaker to the library of successful 505 Games titles.” Backbreaker will go on sale on May 28th for Xbox 360 and PS3, and will be available exclusively at GAME stores. Backbreaker is the first title to drive pre-sales via an iPhone game

505 Games: 01908 607772

8 MCV 26/03/10

WWW.MCVUK.COM

NEWS

HMV pushes games in Easter ad campaign Entertainment retailer draws on iconic games characters for April promotional push by James Batchelor A CRACKING EASTER: HMV’s advertising campaign will feature some famous eggheads

VIDEO GAMES are to play a key role in HMV’s upcoming Easter campaign, which will promote a wide range of entertainment products. The retailer is gearing up for what it considers to be an important sales period with strong advertising in the works for its high-profile activity. “Easter is very much up there now with the likes of Christmas, Valentine’s and half-term as a key trading

“

Our campaign is purposefully fun, playful and familyfocused, with some great offers in there.

period for us,” said HMV’s head of games Tim Ellis. “As ever, customers will be looking for great-value deals, but I think they’re also looking to be engaged by retailers, so our campaign is purposefully

Tim Ellis, HMV

”

fun, playful and familyfocused, with some great offers in there as part of the mix.” All ads will bear the tagline ‘Have a cracking Easter’, and feature several iconic characters, stars and artists in

egg form, including recognisable faces from the games industry such as Mario and Sonic. HMV’s advertising will encompass a mixture of instore and window POS, as well as online and press ads driving consumers to stores. Games will also be strongly represented in the product and price promotions, such as Pokémon HeartGold and SoulSilver. The DS games will be highlighted as lead titles in

the campaign, with HMV offering buyers an exclusive free DS carry case. The Easter push will arrive hot on the heels of its current sales campaign: ‘Boom – smashing prices’. This promotion has seen a range of reductions across films, music and games, such as DJ Hero retailing at £49.99. The ‘Boom’ campaign will continue to run through Easter and beyond. HMV: 020 7432 2000

Indies hail Disney’s new line-up DISNEY’S 2010 games line-up has been widely praised by retailers attending CentreSoft’s Independent Retail Event. The showcase took place last month, and featured upcoming Disney products Toy Story 3 and Split/Second: Velocity. “The Disney retailer day was a fantastic insight into the new Disney vision and also a great opportunity to see their strong line up,” said ShopTo’s James Rowson. “With Split/Second, Epic Mickey, Toy Story 3 and Tron amongst the stand out titles it was the perfect chance to take advantage of the benefits of being in the Disney Retailer Scheme.” Xbite’s Nick Whitehead added: “Disney gave a very good insight for their products for the up and coming year. They certainly seem to be taking the games industry seriously and have a diverse range of products to add to their solid back catalogue.” Centresoft: 0121 625 3822

F1 game to drive Codies’ 2010 game plans CODEMASTERS expects F1 2010 to follow the success of its 2009 Wii and DS racing title, F1 2009. The game leads a string of upcoming titles from the British publisher including DiRT 3, International Cricket 2010, FPS Bodycount and a new Race Driver: GRID over the coming years. Codies presented the game to specialist, general and sports media at a showcase event in London last week. Journalists and critics had the chance to preview some

new features and play through some early tracks, as well as speak to developers. F1 2009 spent 17 weeks in the Wii Top 10. The publisher is hoping the latest entry in its recently-acquired F1 licence will deliver further success at retail for the company. UK general manager Jeremy Wigmore said: “I was quoted in MCV saying that I was ‘gobsmacked’ by the quality of F1 2009. “I also said to retailers that this was going to sell. And it did. But I think moving F1

Codemasters showcased F1 2010 to key media on next-gen consoles

2010 to next-gen formats is the right decision. “What we learnt from DiRT 2 is that there is definitely a

cannibalisation of a certain type of product on the Wii.” F1 2010 adds a sprinkling of new features to the franchise

including real-time weather effects, revised driver AI, access to specialist F1 steering wheel buttons and the ability to make decisions as a driver throughout their career. F1 2010 is expected to be released on Xbox 360, PC and PS3 this September, towards the end of the F1 season. Read MCV’s full interview with Codemasters’ general manager Jeremy Wigmore and F1 brand director Hayley Holland on Page 17. Codemasters: 01926 814132

WWW.MCVUK.COM

MCV 26/03/10 9

NEWS

Sponsored by

Brits spend £195m on MMOs UK gamers spent more on MMOs than any other European country, claims new report by Dominic Sacco UK PLAYERS of Massively Multiplayer Online games spent £195m on them last year, a report has found. The Today’s Gamers MMO Focus Report also revealed that there are over four million MMO players in Britain, and that UK gamers spent more than any other European country on the genre last year – despite the fact that Germany has almost six million MMO gamers. World of Warcraft and RuneScape were found to be the most popular online MMO

“

SONY: The God of War Collection has been confirmed for a UK release. The PS3 compilation of revamped PS2 titles will arrive on April 30th and bear an RRP of £24.99.

The MMO market is becoming increasingly popular and we feel it will continue to grow both in the UK and globally. Adam Tuckwell, Jagex

games in the UK, with three quarters of a million players between them. Head of communications for Jagex, Adam Tuckwell told MCV: “The MMO market is becoming increasingly popular and we feel confident it will

The UK has the largest European market share of MMO gamers

”

continue to grow both in the UK and globally. “RuneScape is popular in the UK for the same reasons it is popular elsewhere. The game is free-to-play, instantly accessible on low-spec PCs and most importantly has

thousands of hours of compelling gameplay.” The report also revealed Brits spent an average £10.60 per month on MMOs. More than 90 per cent of this budget is spent directly online. Despite these vast sums, only 38 per cent of UK gamers pay to play, with the majority opting for free online games. Of the total £195m, £95m was spent on monthly or annual subscriptions, £75m on virtual

items, currency or other microtransactions and the remaining £25m on boxed products and online downloads. Total spending figures for Germany and France followed close behind the UK with £165m and £145m respectively. However America led with a whopping £2.55bn from 46m gamers, bringing the total worldwide MMO consumer spending to £3bn. www.todaysgamers.com

Skyskraper launches Blue Ocean DSi XL packs sell out seeding ad experiment THE FIRST batch of Blue Ocean DSi XL accessory packs have sold out in just a week. The range first launched less than 18 months ago and has already established itself in the GfK Chart-Track top ten for Nintendo third party accessory labels. Distributor Koch Media’s new media manager Ben Jones said: “We are forecasting strong sales of both DSi XL hardware and third party-related accessories

GAMESTOP: Like-for-like sales for fiscal 2009 fell by 7.9 per cent, but still ranks as the retailer’s second best year ever. Total sales were up 3.1 per cent at $9.08bn, but net earnings were down 5.3 per cent at $377.3m.

up until Nintendo releases their next portable machine.” Blue Ocean is the accessories division of Koch Media, and produces licensed peripherals based on brands such as Peppa Pig, with products available at retailers. Koch: 0870 027 0985

DIGITAL AD agency Skyskraper has launched an experimental ‘seeding’ campaign to show the benefits of using all forms of media in games marketing. The company is calling on publishers to register a name, email and Twitter account at Growmythoughts.com. Registering will plant a ‘seed’ in a virtual landscape. Skyskraper will then simulate a wide-reaching campaign that uses a mix of online ads and social media. As the campaign generate more hits, the ‘seed’

SQUARE ENIX: Final Fantasy XIII has become the series’ fastest-selling game in the UK, as well as the fastest-selling game of the year in Germany and France. The franchise has sold more than 96m units globally. ROCKSTAR: The PS3 and PC editions of GTA IV: Episodes From Liberty City have been delayed from their original March 30th release to April 16th. EA: Battlefield: Bad Company 2 sold more than 2.3 million units in its first two weeks on sale. The publisher also claims it’s the best-selling March release on record in Western countries. WARNER BROS: The Lord of the Rings: War Of The North will be released for Xbox 360, PS3 and PC, as a co-operative action RPG.

Skyskraper will present firms with stats on the seeds’ growth

grows into a variety of different plants, depending on which ads prove to be more effective. The seeding campaign will last for four weeks. Skyskraper: 020 7252 3288

LATEST NEWS STRAIGHT TO YOUR MOBILE Bookmark us in your phone:

MOBILE.MCVUK.COM

10 MCV 26/03/10

WWW.MCVUK.COM

NEWS

EEK W E H T F O N IG A P M CA JUST CAUSE 2 Action extravaganza Just Cause 2 gets a comprehensive marketing campaign courtesy of Square Enix…

RELEASED: OUT NOW FORMATS: PS3, XBOX 360, PC PUBLISHER: SQUARE ENIX DEVELOPER: AVALANCHE STUDIOS PRICE: £34.99 – £49.99 DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3818

TV/MEDIA There will be a ten-day primetime TV sponsorship campaign appearing on Dave and Bravo, featuring 30-second promotional spots and bumpers. High-profile football matches will include a 60second Just Cause 2 TV spot on Sky Pub. This will run across two Manchester

United games, against Liverpool and Chelsea. Video-on-demand services have also been targeted, with advertising scheduled across 4OD, Demand 5 and Perform. RETAIL Just Cause 2 will have extra exposure in store, with window ads, extensive

racking and a range of POS retail material. PRINT Square Enix will continue to run advertising across print titles, following on from a four-month ‘tease and reveal’ campaign which began in December and introduced gamers to new information about the game.

ONLINE A two-month web campaign will reach IGN, following on from adverts which promoted the release of the Just Cause 2 demo at the start of March. High-impact homepage takeovers will also appear on specialist gaming sites including Eurogamer, CVG and Games Radar.

Released 25th June 2010

“Perfect sound combined with a good story results in a great atmosphere. 15 days is an excellent adventure for fans of the genre” - GamingXP

For sales contact: Glenn Hayes t: 07919 415 728 e: glenn@lm-global.net

15 days © 2010 dtp entertainment AG. All rights reserved. Developed by House of Tales. Distributed by Lace Mamba Global Ltd. All company names, brand names, trademarks and logos are the property of their respective owners.

12 MCV 26/03/10

WWW.MCVUK.COM

UK MONTHLY CHARTS: FEBRUARY

February favourites Sega’s Aliens vs Predator ripped up the charts last month, but it was also a great month for EA, Ubisoft, Sony and Take-Two. MCV takes a closer look at the winners and losers during February... THE BIG games of February may have belonged to Sega, Ubisoft and Take-Two, but it was EA that emerged as the biggest publisher last month. The publisher’s vast back catalogue drove sales, with FIFA 10, Mass Effect 2 and Dante's Inferno the key products.

Sega was the highest riser in the publisher rankings, courtesy of February's biggest seller: Aliens vs Predator. Continued sales of Vancouver 2010, Bayonetta and Mario & Sonic were also a boost for the Japanese publisher last month. Meanwhile, Just Dance,

BioShock 2 and Heavy Rain helped Ubisoft, Take-Two and Sony increase their market share. However, there were small falls for Nintendo, Codemasters, Activision and THQ, with no new titles from the three publishers breaking into the Top 50.

In terms of units of games sold last month, Wii was the most popular platform. However, with many Wii games on sale at budget prices (including Just Dance and Wii Fit Plus), Xbox 360 was the most successful platform in terms of the value of games sold last month.

ALL FORMATS TOP 50 1

ALIENS VS PREDATOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SEGA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PC, 360, PS3

JUST DANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . UBISOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WII

BIOSHOCK 2. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . TAKE-TWO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PC, 360, PC

CALL OF DUTY: MODERN WARFARE 2 . . . . . . . . . . . . . . . . . . . ACTIVISION BLIZZARD . . . . . . . . . . . . . . . . . . . 360, PS3, PC, DS

HEAVY RAIN. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SONY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PS3

FIFA 10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA. . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PS2, WII, PSP, DS, PSP

WII SPORTS RESORT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NINTENDO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WII

NEW SUPER MARIO BROS. WII . . . . . . . . . . . . . . . . . . . . . . . . . . . NINTENDO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WII

MASS EFFECT 2. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PC

10 WII FIT PLUS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NINTENDO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WII 11

DANTE’S INFERNO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PS3, PSP, 360

MARIO & SONIC AT THE WINTER OLYMPIC GAMES . . . . . . SEGA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WII, DS

JAMES CAMERON’S AVATAR: THE GAME. . . . . . . . . . . . . . . . . UBISOFT. . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, WII, PSP, DS, PC

14 FORZA MOTORSPORT 3. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . MICROSOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360 15 LEGO BATMAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WARNER. . . . . . . . . . . . . . . . . . . 360, WII, DS, PSP, PS3, PS2, PC 16 MARIO KART WII . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NINTENDO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WII 17

ARMY OF TWO: THE 40TH DAY . . . . . . . . . . . . . . . . . . . . . . . . . . EA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PC, 360, PS3

18 BAYONETTA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SEGA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PS3, 360 19 MAG . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SONY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WPS3 20 ASSASSIN’S CREED II . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . UBISOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, DS 21

SOFTWARE MARKET SHARE BY COMPANY (UNITS)

23 VANCOUVER 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SEGA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PC

THIS LAST MONTH MONTH

1 2 3 4 5 6 7 8 9 10

1 2 5 3 8 7 4 6 9 11

PEPPA PIG: THE GAME. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . UBISOFT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DS

22 GRAND THEFT AUTO IV. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ROCKSTAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PC

24 NEW SUPER MARIO BROS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NINTENDO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DS

– – –

ELECTRONIC ARTS . . . . . . . . . . . . . . . . . . . . 14.4% UBISOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12.8% SEGA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11.4% NINTENDO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11.4% TAKE-TWO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8.2% SONY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.1% ACTIVISION BLIZZARD . . . . . . . . . . . . . . . . . 5.8% THQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.1% MICROSOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.3% DISNEY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.3%

25 FOOTBALL MANAGER 2010. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SEGA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PC, PSP 26 UNCHARTED 2: AMONG THIEVES . . . . . . . . . . . . . . . . . . . . . . . . SONY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PS3 27 MX VS ATV REFLEX. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . THQ. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PSP, DS 28 BORDERLANDS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2K GAMES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PC 29 PRO EVOLUTION SOCCER 2010. . . . . . . . . . . . . . . . . . . . . . . . . . . KONAMI. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PS3, 360, PC 30 SONIC & SEGA ALL-STARS RACING . . . . . . . . . . . . . . . . . . . . . . SEGA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, WII, DS, PC 31

THE SIMS 3: DESIGN & HIGH-TECH STUFF. . . . . . . . . . . . . . . EA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PC

32 WII PLAY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NINTENDO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . WII 33 MADDEN NFL 10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, WII

SOFTWARE MARKET SHARE BY COMPANY (VALUE)

35 PURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DISNEY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PC

THIS LAST MONTH MONTH

1 2 3 4 5 6 7 8 9 10

1 5 3 2 8 7 4 6 9 12

34 DARKSIDERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . THQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3

– – –

ELECTRONIC ARTS . . . . . . . . . . . . . . . . . . . . 15.5% SEGA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15.3% NINTENDO . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12.0% UBISOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10.3% TAKE-TWO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10.0% SONY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7.9% ACTIVISION BLIZZARD . . . . . . . . . . . . . . . . . 7.7% THQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.7% MICROSOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.5% DISNEY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.5%

[SOURCE]

36 WWE SMACKDOWN VS RAW 2010 . . . . . . . . . . . . . . . . . . . . . . . . THQ . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PS2, PSP, WII, DS 37 THE LEGEND OF ZELDA: SPIRIT TRACKS . . . . . . . . . . . . . . . . NINTENDO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DS 38 UP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . THQ . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, WII, DS, PS2, PSP, PC 39 NEED FOR SPEED: SHIFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PS3, 360, PC, PSP 40 DRAGON AGE: ORIGINS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PC 41 CALL OF DUTY 4: MODERN WARFARE . . . . . . . . . . . . . . . . . . . ACTIVISION BLIZZARD . . . . . . . . . . . . . . . WII, PS3, 360, PC, DS 42 LEGO INDIANA JONES 2: ADVENTURE CONTINUES . . . . . LUCASARTS . . . . . . . . . . . . . . . . . . . . DS, WII, 360. PS3, PSP, PC 43 TIGER WOODS PGA TOUR 10. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PS3, 360, WII 44 GTA EPISODES: LIBERTY CITY . . . . . . . . . . . . . . . . . . . . . . . . . . . ROCKSTAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360 45 ASSASSIN’S CREED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . UBISOFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, DS, PC 46 THE SIMS 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PC 47 OPERATION FLASHPOINT: DRAGON RISING. . . . . . . . . . . . . . CODEMASTERS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360, PS3, PC 48 MARIO KART DS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NINTENDO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DS 49 STAR TREK ONLINE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ATARI/NAMCO BANDAI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PC

50 LEGO INDIANA JONES: ORIGINAL ADVENTURES . . . . . . . . LUCASARTS. . . . . . . . . . . . . . . . DS, WII, 360. PS3, PSP, PS2, PC

For sales contact: Glenn Hayes tel: 07919 415 728 email: glenn@lm-global.net

14 MCV 26/03/10

WWW.MCVUK.COM

MCV INTERVIEW ROB DAVEY, EA UK SALES DIRECTOR

Top at the shops New numbers from GfK Chart-Track show that EA was the number one UK publisher in February. Ben Parfitt spoke to EA’s UK sales director Rob Davey on the publisher’s strong start to the year and what it plans for retail in 2010… How do EA’s numbers for 2010 compare to 2009? From a UK sell-through perspective up to and including week 10, it’s favourable. The latest Chart-Track numbers put us growing our share from 15.5 per cent to 19.1 per cent, a 3.6 per cent year-on-year points growth. That’s a very pleasing performance in the first quarter of the year, in what continues to be a very challenging local market. What is particularly pleasing is that this is a continuation of the share growth that we saw throughout last year – over the last 12 months, we managed to recapture the No.1 UK publisher position growing our share by 3.1 per cent points to 17.9 per cent.

“

Some have predicted another year of annual decline in 2010. Did you predict EA’s year-on-year growth in last year’s forecasts? I don’t think anyone thought the market would be as challenging as it turned out to be in 2009. We were confident in our release schedule, go-to-market strategy and the quality of relationships withr key retail partners to re-establish ourselves as the UK’s No.1 publisher, which we succeeded in doing. And everyone’s really pleased with that.

Battlefield: Bad Company 2 shot to No.1 when it was released, and is the second best-selling game of the year so far. How does this compare to your expectations? In the current climate, game quality, heritage and consumer awareness are key to success. A high-impact marketing campaign allowed us to build on the real confidence we had internally on fantastic game quality which was reflected in the pre-order and demo

We’re confident of our strong line-up but are mindful of a competitive field, so we’re by no means complacent. Rob Davey, EA download numbers we saw. Battlefield: Bad Company 2 exceeded our week one forecast and the word of mouth on game quality helped us hold up the week two numbers to a much greater degree than many other Q1 titles. What other titles have performed for you this year so far? Mass Effect 2 was a fantastic game that delivered to the top end of our projections. The guys at BioWare succeeded in delivering a superb gaming experience that has again proven that quality really counts.

What about your new IP, Dante’s Inferno? The current market makes the establishment of new IP challenging as consumers are perhaps more risk-averse than they otherwise would be. But Dante’s Inferno proved itself with solid performance for a new IP, which gives us a firm platform to continue to engage and excite consumers via PDLC. Our studio, Visceral, are very credible in the horror genre – building on a reputation for high quality which they established with Dead Space and continued with Dante’s Inferno. Their next offering, Dead Space 2, is shaping up to be a real crowd-pleaser.

”

Do you think you can keep the pace up throughout the rest of the year? What will be your key releases? 2010 is shaping to be a continuation of the strong and varied line up we launched in 2009. Football will again be a core focus for us, both on the main product and in the form of the World Cup SKUs that we will launch in April. Need for Speed is in a strong place and with the development sitting in the Criterion team and their fantastic heritage in the Burnout series, I think that’s reason for huge optimism. Medal of Honor is a welcome return and we

COMING SOON…. EA has an extensive line-up of games due over the next couple of years, including new titles in The Sims, Skate and Battlefield franchises. Below is a selection of

2010 FIFA World Cup South Africa PS3, PSP, Xbox 360 April 30th

Tiger Woods PGA Tour 11 PS3, Xbox 360, Wii July

FIFA 11 Various formats October TBC

Need For Speed Various formats 2010

FIFA reached new heights with FIFA 10 last year, and the franchise is back after six-months with this World Cup tie-in.

Tiger Woods returns in July. The golf sim’s popularity has risen after reaching No.1 in the All Formats Charts last year.

EA’s football behemoth will return before the end of the year. Expectations are high following FIFA 10’s success.

Little is known about EA’s next console Need For Speed other than its developer, Burnout’s Criterion.

WWW.MCVUK.COM

MCV 26/03/10 15

MCV INTERVIEW ROB DAVEY, EA UK SALES DIRECTOR

EA’s Rob Davey mulls over the difficulties of 2009, the publisher’s key successes and the challenges ahead

have high hopes that the franchise can re-establish itself within a very competitive genre – the success of Bad Company 2 augers well for this. There’s a significant opportunity to take EA Sports Active to a new level this year with authentic keep-fit hardware such as a heart-rate monitor and a new wireless control system. Tiger Woods 11, we’ve announced, will feature the Ryder Cup licence for the first time, iwith the addition of Rory Mcllroy. This gives us the opportunity to work with high profile local talent. The Sims 3 will of course be a consistent focus for us – further developments will be announced in due course. Calendar Q2 will also see us launching Skate 3, a title that has won over consumers in that genre through its incredible authenticity and quality. There are many more announcements to come on our 2010 line up, some of which will be made at our EA Showcase at the end of April. We’re really confident we have a strong line-up, but we’re mindful that we have a strong competitive field, so we’re by no means complacent. Do you think boxed product can keep on growing as the digital age descends ever more heavily upon retailers and consumers? Digital offerings are growing rapidly, but we need to recognise that much of that growth still begins with a disc sold in stores. People still go to their favourite game store and buy a copy of FIFA for PS3, then go home and download great content, like FIFA Ultimate Team. The online growth is important, but we recognise that the consumer experience begins with a disc bought in a store.

the biggest games due over the next 12 months…

Medal of Honor PC, PS3, 360 Q4 2010

Crysis 2 PC, PS3, Xbox 360 2010

EA Sports Active 2.0 Wii, PS3, iPhone TBA

Dead Space 2 PS3, 360, PC TBA

EA will re-boot its popular Medal of Honor series by taking it into the modern age with EA LA and DICE.

The sequel to 2007’s popular FPS is due on multiple platforms and makes use of Crytek’s new CryENGINE 3.

The second in EA Sports’ fitness franchise comes bundled with a completely new wireless control system.

Dead Space 2 is set to continue the original’s critical and commercial success, adding a multiplayer mode.

WWW.MCVUK.COM

MCV 26/03/10 17

MCV INTERVIEW JEREMY WIGMORE AND HAYLEY HOLLAND, UK GENERAL MANAGER AND BRAND DIRECTOR, CODEMASTERS

A new Formula for success After a positive finish to 2009, Codemasters now plans to focus on a fewer number of mostly internallydeveloped games. Christopher Dring speaks to general manager Jeremy Wigmore and F1 brand director Hayley Holland on last year’s successes and what retail can expect from the firm’s upcoming line-up…

Hayley Holland (left) and Jeremy Wigmore (right) say Codemasters is now focussing on internallydeveloped games

Looking back on 2009, Codemasters had a bit of a rough start to the year before Ashes and Dirt 2 helped turn things around… Jeremy Wigmore: I think that’s a fair assessment. We had a difficult first half of the year because of the products that we didn’t have. But we always knew that we had Ashes, Flashpoint, Dirt 2 and F1 towards the latter half of the year, and we were gearing towards that. Hayley Holland: In terms of strategy we shifted our focus towards our internally-developed titles. We are still going to have some externally developed products as well, but as a business we decided we had to slow down and take our time.

Ashes came out just before Dirt 2, and went straight to No.1. Were you worried that the game’s delay [it didn’t arrive until mid-way through the series] was going to hurt sales of the title? JW: We were quite comfortable when it came out. The country was on an up because of how the series was going and it turned out we had released the game at the ideal time. Ashes Cricket 2009 came out when the country was on a peak. Sometimes in life things happen in sync that you don’t necessarily plan for but works out well in the end. If the game had come out after the series, that would have been a different matter.

“

What about Operation Flashpoint? That game must have been an expensive project, was delayed several times, and didn’t arrive until

do. The difference between Flashpoint and Modern Warfare was that Flashpoint was more strategic and more real war. There are so many FPSes in the market place that no matter when you release We have shifted towards it you are going to come internally developed titles. As up against something. a business we decided to To be honest, we slow down and take our time. were extremely pleased to be out before Modern Hayley Holland, Codemasters Warfare 2 and we weeks before Modern Warfare 2. enjoyed consistent sell-through all the Were you concerned about how the way to Christmas. title was going to perform? JW: I can’t comment on development HH: From a marketing position we costs. But at the end of the day weren’t trying to compete with Modern everybody knew that Modern Warfare Warfare. We set out to be unashamedly was going to do what it was going to hardcore, and it worked.

”

18 MCV 26/03/10

WWW.MCVUK.COM

MCV INTERVIEW JEREMY WIGMORE AND HAYLEY HOLLAND, UK GENERAL MANAGER AND BRAND DIRECTOR, CODEMASTERS Codemasters’ final game of 2009 was F1, which came out on two of the hardest platforms to succeed on – PSP and Wii. How did they do? JW: I was quoted in MCV saying that I was ‘gobsmacked’ by the quality of F1 2009, and I said to retail that this was going to sell. And it did. Retail didn’t believe it would get to where we said it would, but it didn’t just reach our expectations, it exceeded them. We’ve spent 17 weeks in the Wii Top 10. We had terrific support from Nintendo, but for a third party title to spend that much time in the Top 10 just goes to show the quality of that game. The strategy for that product was to deliberately make a serious game for Wii, and not another big-head racer.

Flashpoint was a successful FPS, but go back a little further and Codemasters released Turning Point: Fall of Man, which didn’t do well at all. What makes you feel Bodycount will be different? JW: If you go back to Turning Point and Rise of the Argonauts, these weren’t Codemasters games. They came from external sources. We have the quality in our own studios to deliver great games. There are only so many genres out there. If these guys feel that they can create a quality FPS, then let’s let them make one. It is about fostering our own talent and also keeping things in-house so we can have more control over the game and deliver the right messages about them.

So what learnings have you taken from the success of Ashes, Dirt 2, Flashpoint and F1 that you will try and replicate this year? JW: I think moving F1 to next-gen formats is the right decision. What we learnt from doing Dirt 2 on Wii is that there is definitely a cannibalisation of a certain type of product on that platform. The strategy of fewer products at a higher quality is the right strategy for Codemasters. Everything we are doing company-wise is geared towards that.

HH: That doesn’t mean we are going to reject external development, but we will cherry pick the right games. What we do now is benchmark the quality of the external products against what we are doing internally. What about Dirt and Race Driver: GRID. When can we expect to hear more about the next entrees in these franchises? HH: Keep talking to us. These brands are evolving internally all the time and when we have something to say we’ll be in touch to talk about them.

International Cricket 2010 is out this summer but there’s no Ashes series. Are you confident the product can still deliver numbers? JW: It is a challenge. But this year we are focussing on the quicker cricket games – the 20/20 and one-dayers. What we are delivering is a quality cricket product with a new angle. We are committed to cricket fans. HH: We’ve also got the football World Cup this year, which means football is going to get a lot of attention. But at the same time that’s going to get a lot of people interested in sport as well.

“

JW: We are the alternative to football. Bored with the World Cup? Play cricket.

F1 2010 is your big game of the year. Can we expect a big marketing push for that release? HH: Yeah, totally. We are planning the

Codemasters’ success is testament to what people believe in. We are extremely proud of being British. Jeremy Wigmore, Codemasters campaign now. We are working with the platform holders and globally we expect to make quite a mark with this game. F1 2010 is what consumers want and we need to make sure that we showcase what a great game we have before it arrives.

THE BIG THREE: International Cricket (top), Bodycount (middle) and F1 2010 (bottom) are the three key titles coming from Codemasters

”

The next major release after F1 is Bodycount in early 2011. Why do a first person shooter in what is such a congested market place? HH: Why not? We are applying the quality we have achieved in our racing games to other genres. We did it with Flashpoint, so why not keep doing it?

With the sale of Eidos last year, Codemasters became the last big British games publisher. What are your thoughts on the publishing sector in the UK? JW: It is tough. Everybody knows it takes a long-time to create a quality game, and that’s what we are trying to create. Everybody is having a difficult time with the worldwide recession. But the games industry as a whole is still vibrant and obviously has a tremendous amount of appeal. The success of Codemasters is testament to what people believe in. We are extremely proud of being British and we will keep striving to deliver quality products. HH: There is a huge amount of pride working for a UK company. And there is just so much talent at Codemasters. We just need to make sure we protect and grow that.

MONETISING MOBILE

SPEAKERS: We have signed up a number of top speakers to share their experience in the app space. These include... ANDREW FISHER CEO of Shazam RUSSELL BUCKLEY VP of global alliances, AdMob JUAN LOPEZ-VALCARCEL director of digital at Pearson DAVID GIBBS general manager of mobile, Sky JULES EHRHARDT head of biz dev, Ustwo VOLKER HIRSCH strategy advisor, Scoreloop NICHOLAS LOVELL founder of Gamesbrief

Monetising Mobile is a new kind of conference hosted by Mobile Entertainment

PHIL NORTHAM Samsung Mobile PATRICK MORK VP of marketing, GetJar CAROLINE VAN DEN BERGH head of product, Golden Gekko RAY ANDERSON CEO, Bango ...and more to be confirmed

Wednesday, May 26th • BAFTA, 195 Piccadilly, London

How to make mobile apps pay their way

If you are interested in speaking at the event please contact Tim.Green@intentmedia.co.uk or call +44 (0)1992 535646

Conference & Dinner from £199 1

An ME Event

For sponsorship information contact: Katy Grant on 01992 535647 or email katy.grant@intentmedia.co.uk For delegate booking information contact: Jodie Holdway on 01992 535647 or email jodie.holdway@intentmedia.co.uk

Gold Sponsor

1. Andrew Fisher 2. Russell Buckley 3. Juan Lopez-Valcarcel 4. Jules Ehrhardt 5. Nicholas Lovell 6. Patrick Mork 7. Ray Anderson

Silver Sponsor

WWW.MCVUK.COM

MCV 26/03/10 21

DUPLICATION & COPY PROTECTION

Disc assessment As the industry continues to see significant shifts in the balance between physical and digital product, firms responsible for the duplication and copy protection of retail discs must adapt to survive. James Batchelor talks with the sector’s leading figures about how such firms can ensure a prosperous future… Duplication firms are now looking beyond physical discs in order to maintain profitability

THERE’S NOTHING like an economic crisis to inspire change. As the world recovers, every industry is starting to reflect on the new opportunities they have discovered during darker times, adopting a more optimistic approach to the year ahead. The games industry is no different, particularly in the duplication and copy protection sectors. Already under threat from the rise of digital distribution before any fiscal troubles even arose, firms in this space have worked hard to emerge stronger than ever. “The economy has been shrinking, which has led to customers reducing, delaying or scrapping projects,” says UKbased Dischromatics’ MD Gareth Spencer. “Nevertheless, there is still business to be obtained, and companies must pull together to meet new challenges.” Some companies even reached greater heights in the face of adversity. Replicator OK Media Group reports that it achieved its best ever results in 2009, thanks

primarily to the vigour of its home DVDs and new services ranging from market of Germany, and continued Blu-ray replication to USB and flashgrowth in other sectors. based copy protection. Meanwhile, other firms have taking Microboards’ senior sales executive advantage of the drop in business to Andy Lee explains: “The past year has strengthen their established offerings. been tough going, but we have “We have experienced less frequent managed to cope by focusing on looking software releases,” says Replication MD after our customers well and bringing Phillip Hall. “But this has been a One of the greatest problems useful time to increase we face is to get publishers our portfolio of addedto believe any form of antivalue solutions, piracy protection is possible. embracing new forms of Douglas Kinloch, Metaforic copy protection, content delivery and distribution – and even 3D production.” new products like our MultiWriter BluSeveral companies in the sector – ray duplicator to market.” including duplicators CD Team, CDCD Team managing director Jo Fone Writer and Microboards – have adapted adds: “By ensuring our services are to introduce additional practises to cope always flexible and reliable, we can with consumers’ changing taste in offer practical solutions for today’s media. These businesses have now gone business requirements. beyond traditional disc replication to “The challenge for us is always to try incorporate high-capacity dual layer and foresee what market demands will

“

be and to diversify our offering ahead of the curve.” PROFITING FROM PIRACY

In addition to expanding their portfolios, companies have actively hunted for new opportunities. Perhaps the greatest example of how this is that they are harnessing one of the greatest threats to the industry: piracy. With illegal downloading still an ever-present problem, publishers have been grabbing headlines throughout the past few months with their renewed efforts to thwart IP theft. Subsequently, copy protection firms – such as Metaforic and Starforce – have been granted the ideal opportunity to push their own anti-piracy solutions, gaining valuable business from piracystricken publishers – although this has been tougher than first thought. “Actually, one of the greatest problems we face is to get publishers to actually

”

22 MCV 26/03/10

WWW.MCVUK.COM

DUPLICATION & COPY PROTECTION believe that any form of anti-piracy or IP protection is even possible,” says Metaforic’s VP of business development Douglas Kinloch. “Piracy is an obvious opportunity for us in that we have tools to help mitigate and manage its effects.” Starforce marketing director deputy Dmitry Guseff agrees, adding that it is also crucial to address consumer attitudes to piracy. With so many horror stories of overly protective measures punishing legitimate gamers – such as EA’s Spore DRM debacle and Ubisoft’s controversial ‘always-on’ system – Guseff’s team faces obstacles on both sides of the retail counter. “The main challenge for the whole anti-piracy sector is that DRM has been compromised,” he says. “Consumers assume that DRM is invasive, unsafe and a totally redundant solution. We need to show publishers that properly implemented software

“

DRM measures bring zero trouble for their users and allow them to create serious obstacles for pirates.” Fone adds: “We have always taken the threat of piracy very seriously. It is imperative we are stringent in our security processes and procedures and the customers using our hardware to produce their own pre-release titles inhouse can be too.” As in-house copy protection becomes increasingly common, primarily out of the need for cost effectiveness, specialists

In a bizarre twist, digital distribution could actually prove to be beneficial to our overall business. Gareth Spencer, Dischromatics are urging their clients to take even more care during the process in order to prevent intellectual property theft. “As the industry changes, so too does the marketplace,” says CD-Writer founder Nic Ranshaw.

“Customers that relied on replication to produce large runs of discs are now finding that using their own in-house solution can be much more flexible and ultimately profitable.” ONLINE OPPORTUNITIES

Interestingly, piracy has pushed these companies towards what was once – and to some, still is – considered the greatest threat to physical product. Just as illegal downloads have, digital distribution has become the surprising source of brand new business opportunities. Duplication firms are now embracing the medium. “Well-managed digital distribution of securely protected applications that is easy to use and customer friendly is one of the best ways to help mitigate piracy,” says Kinloch. “In fact, the same techniques pioneered by the pirates are starting to be recognised and utilised to actually create a legitimate channel.”

”

Ranshaw adds: “The big problem for today’s content creators is that the younger generation of consumers expect to be able to get product for free. It is important for publishers to look at the opportunities afforded by these viral distribution channels.” Some firms have even used the dramatic reduction in demand for disc replication to further enhance their services, strengthening their position within the sector. Publishers’ dwindling production needs could lead to the closure of such companies, so only those with holistic offerings will earn enough business to survive. “In a bizarre twist, digital distribution could actually be beneficial to our business,” says Spencer. “As the volumes required for physical product drop to less-than-suitable levels, only duplicators with the right equipment will pick up more business.” Guseff adds: “Digital distribution is our bright future. It’s the most comfortable way to make a purchase, and offers faster delivery and a wider choice. It is

WWW.MCVUK.COM

MCV 26/03/10 23

DUPLICATION & COPY PROTECTION

COPYCATS: (Pictured from left) Microboards’ Lee, Starforce’s Guseff, Ok Media’s Garfunkel, Metaforic’s Kinloch, CD Team’s Fone, CD-Writer’s Ranshaw, Replication’s Hall and Dischromatics’ Gareth Spencer have all sought new opportunities for their firms during the recession, including the surprising benefits of piracy and digital distribution

also much easier to effectively protect IP that is brought via a digital channel than a retail one.” That’s not to say these firms have given up on physical disc duplication. Many companies believe that boxed product will still have a firm grip on the market for years to come. “Digital distribution is not a one-sizefits-all delivery solution,” says Hall. “We believe that the purchase of creatively packaged product at retail and online will remain a strong driver.” Lee adds: “Consumers are demanding more and more from their content, as can be seen with recent Blu-ray releases

and the extras that can be found on the discs. This is only possible with a physical disc at the moment and this is a significant advantage for us.” RETAIL HARMONY

Most companies, however, believe they must adapt to cater for both the digital and physical needs of their customers. With more digital releases boosting retail products – and vice versa – firms stand to profit either way. “A major challenge is convincing the gaming sector that physical and digital can live side-by-side, rather than one replacing the other,” says Garfunkel.

“While digital distribution has had an effect on the volume of physical production required, it has not been nearly as high as people perceive.” CD-Writer’s Ranshaw observes that digital distribution has been seen as a threat to physical product for more than a decade, having started with software and music. This does not mean our industry will follow the same pattern that others have. “Today, content publishers really have to look at the digital mix, and I would suggest that physical product – be it Bluray, USB, DVD or CD – should be considered a fundamental part of the

digital distribution concept, he says. “In future, publishers will then be able to supply premium product to a customer base that values the permanence and security offered by physical media.” While the replication sector boasts a far lower profile than that of games publishing, development and retail, it nonetheless retains its importance. More than that, it is a market that is to be congratulated for its hardiness. These companies truly show what can be achieved by embracing new business models and doing whatever it takes to change with the times.

Sponsored by

POLL WILL THE PLAYSTATION MOVE SUCCESSFULLY CAPTURE THE WII AUDIENCE?

REVIEW SCORES MCV provides the most important average review scores of the last few days – all sourced from Metacritic...

18% Let’s wait and see

87%

Pokémon HeartGold DS Nintendo

86%

82%

76%

DoW II: Chaos Rising,

Dragon Age: Awakening,

PC, THQ

PC, EA

Metro 2033, 360, THQ

Infinite Space, DS, Sega

67% No

15% Yes

*Metacritic scores correct at the time of going to press

The unveiling of Sony’s PlayStation Move at this year’s Game Developers Conference offered the industry a valuable insight into the platform holders plans to expand the PS3’s demographic. However, a little under 70 per cent of voters in the latest MCV online survey are not convinced that Move will enable Sony to engage with the broader audience. This

includes non-gamers and those who already own Wii consoles. Only 15 per cent think PlayStation Move will accomplish this, while the rest are waiting on more details such as the launch line-up before they pass judgement on the headline-grabbing peripheral. Take part in MCV’s next poll at www.mcvuk.com

MARGIN MAKER INDIE CHARTS - ALL FORMATS 2

THIS WEEK

LAST WEEK

TITLE/FORMAT

PUBLISHER

FINAL FANTASY XII

NEW

FINAL FANTASY XIII PS3

BATTLEFIELD: BAD COMPANY 2 360

HEAVY RAIN PS3

BATTLEFIELD: BAD COMPANY 2 PS3

FORMAT: 360

DEVELOPER: SQUARE ENIX PUBLISHER: SQUARE ENIX SQUARE ENIX EA SONY EA

NEW

FINAL FANTASY XIII: LIMITED EDITION 360

SQUARE ENIX

NEW

FINAL FANTASY XIII: LIMITED EDITION PS3

SQUARE ENIX

NEW SUPER MARIO BROS Wii

ALIENS VS PREDATOR 360

JUST DANCE WII

Antigrav is distributing Power A’s range of Pokémon HeartGold and SoulSilver accessories for fans of the monstercatching series, with two new bundles. The Basics Kit features trifold game storage cases, collectible charm stylus

pens and a custom-printed themed cleaning cloth. The Essentials Kit also includes a cleaning cloth, three character-based stylus pens and a Pokémon-branded zip case, which stores up to three game cards.

DEAL OF THE WEEK

NINTENDO SEGA UBISOFT

Charts compiled by Game Guide/Complete EPOS Solutions. For more information about Complete EPOS Solutions call 01543 370002. For more information about the Game Guide call 01606 836347.

+:P ?3 & +:P Starter Pack

Zavvi customers can save £40 when they pick up an Xbox 360 Elite, HDMI cable and a copy of THQ’s post-apocalyptic FPS Metro 2033 for £219.95.

+:P ?3 +:P & +:3 Power Supply

A step in the right direction For more information on our full range of products please contact your distribution account manager or our sales team on sales@hubbaccessories.com | www.hubbaccessories.com

RETAILBIZ: HIGH STREET WWW.MCVUK.COM

MCV 26/03/10 35 Sponsored by

PRICE CHECK [PRE ORDERS] Ben 10: Vilgax Attacks 360, D3P

Dawn of War II: Chaos Rising PC, THQ

Resident Evil 5: Gold PS3, Capcom

Sonic Classic Collection DS, Sega

Yakuza 3 PS3, Sega

TOP 10 SUPER STREET FIGHTER IV + FREE T-SHIRT

IN STORE: POOLE £29.99

£29.99

£24.99

£39.99

£29.99

N/A

£24.99

£44.99

2. SUPER SF IV + T-SHIRT

£24.99

N/A

£19.99

£39.99

3. JUST CAUSE 2: LIMITED EDITION

£25.00

N/A

£15.00

N/A

4. JUST CAUSE 2: LIMITED EDITION

PS3, CAPCOM 360 ..................................................................CAPCOM 360 ............................................................SQUARE ENIX PS3 ............................................................SQUARE ENIX

5. SPLINTER CELL: CONVICTION + T-SHIRT 360 ..................................................................UBISOFT

6. RED DEAD REDEMPTION: LIMITED ED.

ONLINE

360 ................................................................ROCKSTAR

£23.95

£16.95

N/A

£17.95

£34.95

£22.97

£17.97

N/A

£17.97

£35.97

£24.99

£17.99

£24.99

£17.99

£36.99

£24.85

N/A

£19.85

£34.65

7. RED DEAD REDEMPTION: LIMITED ED.

PS3 ................................................................ROCKSTAR

8. ALAN WAKE: LIMITED EDITION

360 ..............................................................MICROSOFT

9. POKÉMON SOULSILVER - 3D CASE ED

DS..................................................................NINTENDO

10. POKÉMON HEARTGOLD - 3D CASE ED

DS..................................................................NINTENDO Week ending March 19th Source: SHOPTO.COM

FROM THE FRONTLINE This week we speak to Andy Harris from Peterborough’s Seventh Heaven…

[PRE ORDERS]

TOP 10

How has 2010 been for you so far? Average. Just ticking over. We started off well just after Christmas, but it’s tailed off a bit since. We obviously get busier on a Friday when the big new titles come out, but it’s often dependent on what the supermarkets are pricing them at. We were lucky with Final Fantasy XIII, we did well off that, because the supermarkets didn’t knock it right down. We were only a couple of quid dearer than Tesco so we were able to make money on that game. What do you think about supermarkets’ plans to enter the preowned space? I can’t see it working. Who is going to want to trade games in with them? If they’re sticking out new £30 releases at £15, what are they going to give you when you trade in a full-price game? 50p? What do you think will be big sellers this summer? I reckon Alan Wake will do pretty well – that one’s shaping up nicely.

GOD OF WAR III PS3 SONY

2. DRAGON AGE: ORIGINS – AWAKENING

PC ............................................................................EA

3. POKÉMON SOULSILVER – 3D CASE ED

DS..................................................................NINTENDO

4. POKÉMON HEARTGOLD – 3D CASE ED

DS..................................................................NINTENDO

5. C&C4: TIBERIAN TWILIGHT

PC ............................................................................EA

6. METRO 2033

360 ........................................................................THQ

“I can’t see preowned working in supermarkets – who is going to trade?”

God of War III should keep things ticking over through summer, as should the new Pokémon games. Splinter Cell and Split/Second are taking everyone’s fancy at the moment. There’s a lot of great games coming out this year, although there doesn’t seem to be quite as many triple-A titles as there could be.

7. GTA: EPISODES FROM LIBERTY CITY

PS3 ................................................................ROCKSTAR

8. DRAGON AGE: ORIGINS – AWAKENING

360 ..........................................................................EA

9. JUST CAUSE 2: LIMITED EDITION

360 ........................................................................360

10. METRO 2033

PC ..........................................................................THQ Week ending March 19th Source: AMAZON.COM

RETAILBIZ: RETAIL CHARTS 36 MCV 26/03/10

WWW.MCVUK.COM

Check out RETAILBIZ at WWW.MCVUK.COM

OFFICIALUKCHARTS NINTENDO DS THIS LAST WEEK WEEK

[1] [FULL PRICE]

TITLE

1 2 3 4 5 6 7 8 9 10

NEW SUPER MARIO BROS SONIC CLASSIC COLLECTION SONIC & SEGA ALL-STARS RACING MARIO & LUIGI: BOWSER’S INSIDE STORY STYLE BOUTIQUE ZELDA: SPIRIT TRACKS MARIO KART DS DR KAWASHIMA’S BRAIN TRAINING MARIO & SONIC: WINTER OLYMPICS

4 6 2 3 9 5 8 7 10

WII THIS LAST WEEK WEEK

TOP 40ALL

PUBLISHER

PROFESSOR LAYTON & PANDORA’S BOX

[ENTERTAINMENT - ALL PRICES]

DEVELOPER: LEVEL 5 PUBLISHER: NINTENDO NINTENDO

NINTENDO

THIS WEEK

LAST WEEK

NINTENDO

BATTLEFIELD: BAD COMPANY 2 360, PS3, PC

NINTENDO

FINAL FANTASY XIII 360, PS3

JUST DANCE Wii

NEW

METRO 2033 360, PC

WII FIT PLUS Wii

SEGA

[2]

SEGA

NINTENDO SEGA

[3]

[FULL PRICE]

GOD OF WAR III FORMAT: PS3

DEVELOPER: SONY PUBLISHER: SONY

TITLE

PUBLISHER

HEAVY RAIN PS3

WII SPORTS RESORT Wii

EA SQUARE ENIX UBISOFT THQ NINTENDO SONY NINTENDO

SONIC & SEGA ALL-STARS RACING PS3, 360 Wii, DS SEGA

COD: MODERN WARFARE 2 360, PS3, PC, DS

NEW SUPER MARIO BROS WII

NEW

DRAGON AGE: ORIGINS – AWAKENING 360, PC

DEVELOPER: NINTENDO PUBLISHER: NINTENDO

NEW

C&C4: TIBERIAN TWILIGHT PC

2 3 4 5 6 7 8 9 10

MARIO KART WII NINTENDO SONIC & SEGA ALL-STARS RACING SEGA BEN 10: ALIEN FORCE – VILGAX ATTACKS D3P MARIO & SONIC: WINTER OLYMPICS SEGA F1 2009 CODEMASTERS TOY STORY MANIA DISNEY JAMES CAMERON’S AVATAR UBISOFT ALICE IN WONDERLAND DISNEY FIFA 10 EA

FIFA 10 360, PS3, Wii, PS2, DS, PC, PSP

BEN 10: VILGAX ATTACKS 360, Wii, DS, PSP, PS2

NEW SUPER MARIO BROS WII Wii

ALIENS VS PREDATOR 360, PS3, PC

3 2 4 5 8 9 13 6 10

WII THIS LAST WEEK WEEK

TITLE

PUBLISHER

TITLE

PUBLISHER

1 2 3 4 5 6 7 8 9 10

WII FIT PLUS NINTENDO WII SPORTS RESORT NINTENDO WII PLAY NINTENDO LEGO INDIANA JONES: ORIGINAL LUCASARTS MONOPOLY EA CARS: RACE-O-RAMA THQ EA SPORTS ACTIVE EA PEPPA PIG: THE GAME P2 GAMES MADAGASCAR KARTZ ACTIVISION BLIZZARD

NEW

DEVELOPER: UBISOFT (FRANCE) PUBLISHER: UBISOFT

[5]

EA D3P NINTENDO SEGA

BIOSHOCK 2 360, PS3, PC

FORZA MOTORSPORT 3 360

JAMES CAMERON’S AVATAR 360, PS3, Wii, DS, PSP, PC UBISOFT

LEGO BATMAN PC, DS, PS3, 360, Wii, PSP

PC CD-ROM

[BUDGET PRICE]

JUST DANCE

2 3 4 21 5 7 6 12

[4]

ACTIVISION BLIZZARD

THIS LAST WEEK WEEK

2K GAMES MICROSOFT

WARNER BROS

[FULL PRICE]

TITLE

PUBLISHER

C&C4: TIBERIAN TWILIGHT

NEW

DRAGON AGE: ORIGINS – AWAKENING

BATTLEFIELD: BAD COMPANY 2

FOOTBALL MANAGER 2010

DAWN OF WAR II: CHAOS RISING

THQ

NAPOLEON: TOTAL WAR

SEGA

NEW

METRO 2033

THQ

THE SIMS 3

LEFT 4 DEAD 2

THE SIMS 3: WORLD ADVENTURES

DEVELOPER: EA LA PUBLISHER: EA EA EA SEGA

RETAILBIZ: RETAIL CHARTS WWW.MCVUK.COM

MCV 26/03/10 37

entry and the only other title to debut in the Top

Heavy Rain’s success three weeks ago. God Of War III outperforms the launch of its PS2 predecessor by 2.65 to 1 and knocks Final Fantasy XIII down to third place after the Square Enix RPG saw an 80 per cent fall in sales. Battlefield: Bad Company 2 holds onto second place – only 1,000 sales behind God Of War III.

10, taking fifth place.

PS3

FORMATS

THIS LAST WEEK WEEK

Highest New Entry

NEW

THQ’s Metro 2033 is the second-highest new

up the second No.1 of the year for Sony after

MOTOGP 09/10 PS3, 360

CAPCOM

GRAND THEFT AUTO IV 360, PS3, PC

ROCKSTAR

MARIO KART WII Wii

NINTENDO

ASSASSIN’S CREED II 360, PS3, PC

PROFESSOR LAYTON: PANDORA’S BOX DS NINTENDO

UBISOFT

EA’s Command & Conquer 4 and Dragon Age: Origins – Awakening just miss out on Top 10 positions, debuting at No.11 and No.12 respectively. Capcom’s MotoGP 09/10 is the only other new entry in the Top 40 at No.21. James.Batchelor@intentmedia.co.uk

[FULL PRICE] TITLE

PUBLISHER

GOD OF WAR III

2 3 4 5 6 7 8 9 10

BATTLEFIELD: BAD COMPANY 2 FINAL FANTASY XIII HEAVY RAIN COD: MODERN WARFARE 2 UNCHARTED 2: AMONG THIEVES MOTOGP 09/10 ALIENS VS PREDATOR FIFA 10 ASSASSIN’S CREED II

2 1 3 4 7 NEW

5 9 16

WEEK ENDING 20/03/10

DEVELOPER: SONY PUBLISHER: SONY EA SQUARE ENIX SONY ACTIVISION BLIZZARD SONY CAPCOM SEGA EA UBISOFT

MARIO & SONIC: WINTER OLYMPICS Wii, DS

NEW SUPER MARIO BROS DS

SONIC CLASSIC COLLECTION DS

SEGA

FOOTBALL MANAGER 2010 PC

SEGA

THIS LAST WEEK WEEK

LITTLEBIGPLANET PS3, PSP

SONY

NEED FOR SPEED: SHIFT PS3, 360, PSP, PC

MARIO & LUIGI: BOWSER’S STORY DS

RESIDENT EVIL 5 360, PS3, PC

BEN 10: ALIEN FORCE - VILGAX ATTACKS

LEFT 4 DEAD 2 360, PC

UNCHARTED 2: AMONG THIEVES PS3

TAKE A BREAK’S PUZZLE MASTER DS

2 3 4 5 6 7 8 9 10

LITTLEBIGPLANET FIFA 10 JAMES CAMERON’S AVATAR: THE GAME GRAN TURISMO ASSASSIN’S CREED: BLOODLINES FOOTBALL MANAGER 2010 DISSIDIA: FINAL FANTASY F1 2009 PRO EVOLUTION SOCCER 2010

SEGA NINTENDO

EA NINTENDO CAPCOM EA SONY UBISOFT

LEGO INDIANA JONES: ORIGINAL Wii, DS, PS3, 360 LUCASARTS

PEPPA PIG: THE GAME Wii, DS

PES 2010 360, PS3, PC

KONAMI

BAYONETTA 360, PS3

PC CD-ROM THIS LAST WEEK WEEK

1 2 3 4 5 6 7 8 9 10

P2 GAMES

2 3

SEGA

TITLE

PUBLISHER

SIMS 3: DESIGN & HIGH-TECH STUFF DEVELOPER: THE SIMS STUDIO PUBLISHER: EA ASSASSIN’S CREED

FOCUS

VAMPIRE SAGA: PANDORA’S BOX

FOCUS

NEW

RED FACTION: GUERRILLA

4 7 12 9 6

HIDDEN EXPEDITION: DEVIL’S TRIANGLE

NEW

WOW: BATTLE CHEST MYSTERY CASE FILES: DIRE GROVE HIDDEN MYSTERIES: TITANIC SNIPER: ART OF VICTORY

2 3 6 4 5 7 8 RE RE

[FULL PRICE] TITLE

THQ FOCUS GSP/AVANQUEST ACTIVISION BLIZZARD FOCUS GSP/AVANQUEST CITY INTERACTIVE

THIS LAST WEEK WEEK

PUBLISHER

DEVELOPER: PAPAYA STUDIOS PUBLISHER: D3PUBLISHER

XBOX 360

[BUDGET PRICE]

MYSTERY OF THE CRYSTAL PORTAL

PSP

TITLE

1 2 3 4 5 6 7 8 9 10

METRO 2033 FINAL FANTASY XIII COD: MODERN WARFARE 2 FORZA MOTORSPORT 3 DRAGON AGE: ORIGINS – AWAKENING ALIENS VS PREDATOR FIFA 10 BIOSHOCK 2 BEN 10: ALIEN FORCE - VILGAX ATTACKS

1 3 6 NEW

4 7 5 13

SONY EA UBISOFT SONY UBISOFT SEGA SQUARE ENIX CODEMASTERS KONAMI

[FULL PRICE]

BATTLEFIELD: BAD COMPANY 2

NEW

GOD OF WAR III tops the charts this week, racking

PUBLISHER

DEVELOPER: EA DICE PUBLISHER: EA THQ SQUARE ENIX ACTIVISION BLIZZARD MICROSOFT EA SEGA EA 2K GAMES D3P

[SOURCE]

[ANALYSIS]

YOUR ESSENTIAL GUIDE TO SERVICE COMPANIES

sourcebook WWW.INTENTMEDIA.CO.UK/SOURCEBOOK

creative and promotional SErvices 3DI Tel: 0845 4582898 www.threedi.net

Indigo Pearl Tel: +44 (0)20 8964 4545 www.indigopearl.com

The Audio Guys Ltd Tel: +44 (0) 1788 565230 www.theaudioguys.co.uk

AN.X Ltd. Tel: 020 7785 7156 www.anxagency.com

JR DESIGN Tel: +44 (0) 7824 506436 www.joeryandesign.co.uk

The Pixel Tel: 0800 043 1040 www.thepixel.com

Ark VFX Ltd. Tel: 0114 268 4999 www.arkvfx.net

Media Safari PR Tel: +44 (0)1225 471 202 www.mediasafari.co.uk

Über Tel: 0114 278 7100 www.uberagency.com

Barrington Harvey Tel: +44 (0)1462 456780 www.bhpress.co.uk

More Creative Tel: 020 7561 6010 www.morecreative.co.uk

uk distribution and logistics

Bastion Tel: +44 (0)20 7421 7600 www.bastion.co.uk

Multiplay Tel: +44 (0)20 7100 1337 www.multiplay.co.uk

Gfk Chart-Track Ltd Tel: +44 (0) 20 8741 7585 www.chart-track.com

Parker Consulting Ltd Tel: 07771571639 www.parkerconsulting.biz

Dilute Recordings Tel: 01483 306834 www.diluterecordings.com

PMA Marketing Tel: 020 7483 0568 www.pmamarketing.com

Eye-D Creative Ltd Tel: +44 (0)20 7407 1440 www.eye-dcreative.co.uk

RAINBOW PRODUCTIONS Tel: +44 (0)20 8254 5300 www.rainbowproductions.co.uk

FEREF Tel: +44 (0)207 292 6330 www.feref.com

RealtimeUK Tel: 01772 682 363 www.realtimeuk.com

FINK Creative Ltd Tel: 01480 302350 www.finkcreative.com

Richard Jacques Studios Tel: 07831 756977 www.richardjacques.com

Fluid Tel: +44 (0)121 212 0121 www.fluidesign.co.uk

Shorewood.Blueprint Tel: 020 7183 9666 www.shorewood-blueprint.com

Freeform.London Tel: 020 7183 6664 www.freeformlondon.co.uk

Side Tel: +44 (0) 207 631 4800 www.side.com

Frontroom Tel: 020 7384 5400 www.frontroom.com

SKYSKRAPER® Tel: +44 (0)20 7252 3288 www.skyskraper.net

Game Frontier Ltd Tel: 0870 420 2424 www.gamefrontier.com

Studio CO2 Tel: +44 (0) 1483 414 415 www.studioco2.com

Discstribution Tel: + 44 (0) 845 4308735 www.discstribution.com EntaTech Tel: 0333 101 1000 www.entaonline.com Gem Tel: 01279 822822 www.gem.co.uk Meroncourt Europe Ltd Tel: +44 (0) 1462 680060 www.trade.meroncourt.co.uk Trilogy Logistics Ltd Tel: 0845 456 6400 www.trilogy-uk.com

international distribution ComputerLand doo Tel: +381 11 309 95 95 www.computerland.rs CURVEBALL LEISURE Tel: 01792 652521 www.thegamecollection.net Funtastic Tel: +61 3 9419 5444 www.funtastic.com.au GameStreamer, Inc. Tel: 001-813-527-0383 www.gamestreamer.net

TO BE INCLUDED IN THIS

In association with

Tel: +44 1 480 210 621 www.usspeaking.com

LOCALISATION QA AND TESTING

legal services

4-Real Intermedia GmbH Tel: +49 (0) 69809088 - 0 www.4-real.com

Orange Studio Tel: +39 051 588 04 50 www.orangestudio.it

Harbottle & Lewis Tel: +44 (0)207 667 5000 www.harbottle.com

Absolute Quality Tel: +44 (0)141 220 5600 www.absolutequality.com

Partnertrans Tel: +44 1753 247731 www.partnertrans.com

Marriott Harrison Tel: +44 (0)20 7209 2000 www.marriottharrison.co.uk

ANAKAN GmbH Tel: +49 (0) 30531420450 www.anakan.de

PlayableGames Tel: 020 7421 6487 www.playablegames.net

software development

Babel Tel: 01273 764100 www.babelmedia.com

Testronic Laboratories Ltd Tel: +44 (0)1753 653722 www.testroniclabs.com

Cenega Poland Sp.Zo.o Tel: +48 22 574 2578 www.cenega.com

Universally Speaking Tel: +44 1 480 210621 www.usspeaking.com

Enzyme Labs Tel: +1 (450) 229-9999 ext.312 www.enzyme.org

U-TRAX Tel: +31 30 293 2098 www.utrax.com

ChaYoWo Games Tel: +1 917.650.0010 www.chayowogames.com Crytek UK Tel: +44 115 949 0808 www.crytek.com Data Design Interactive Tel: +44 0 1384 44 79 00 www.datadesign.uk.com xaitment GmbH Tel: +49 (0) 6897-600 80-0 www.xaitment.com

manufacturing services Arvato digital services Tel: 0121 502 7800 www.arvatodigitalservices.com

OK Media Tel: +44 (0) 20 7688 6789 www.okmedia.com

DISCHROMATICS LTD Tel: 01495 243222 www.dischromatics.co.uk

Technicolor Tel: 0208 987 7829 www.technicolor.com

MPO UK Tel: +44 (0) 20 8956 2727 www.mpo-international.com

The Producers Limited Tel: 0845 234 2444 www.theproducers.co.uk

Multi Media Replication Ltd Tel: +44(0) 1264 336330 www.replication.com

Total Console Repair Ltd Tel: 08719 181 721 www.totalconsolerepair.co.uk

gaming accessorieS AntiGrav Media Ltd Tel: 01932 454929 www.antigrav-media.co.uk Hubb Accessories Tel: 01642 204343 www.playwithhubb.com I-Globe Accessories Ltd Tel: 01332 756610 www.i-ga.co.uk Logic3 plc Tel: 01923 471000 www.logic3.com

recruitment Aardvark Swift Tel: 01709 876877 www.aswift.com

Game Options Ltd Tel: +44 (0)1382 731909 www.gameops.co.uk

Pebble Entertainment GmbH Tel: +49 (231) â&#x20AC;&#x201C; 477 927 0 www.pebble-entertainment.com/en

Amiqus Tel: 01925 252588 www.amiqus.com/games

Specialmove Consultancy Ltd Tel: +44 (0) 141 585 6491 www.specialmove.com

Pinpoint Consumer Elec. Tel: +44 (0) 1606 558 428 www.pinpointce.co.uk

GUIDE PLEASE CONTACT: ROB.BAKER@INTENTMEDIA.CO.UK OR 01992 535647

INTERNATIONAL DISTRIBUTION 40 MCV 26/03/10

WWW.MCVUK.COM

International Distribution Guide AUSTRALIA

DENMARK

INDIA

RUSSIA

All Interactive.................Helensvale Town Centre

Hitzona.............................................................Moscow Noviy Disk .......................................................Moscow

AUSTRIA

Soft Club..........................................................Moscow

Koch Media GmbH...............................Rottenmann Play Art Multimedia Handels GmbH....Rankweil

BELGIUM

Vellod...................................................................Mitishi

GATEWAY DISTRIBUTION APS

SERBIA

Gateway Distribution ApS +44 1279 408 665 (UK) +45 7026 0870 (DK) dt@gatewaydistribution.dk www.gatewaydistribution.dk

COMPUTERLAND DOO Kumodraska 45

ESTONIA CLD DISTRIBUTION S.A. ZI Noville les Bois, Rue de la Tour, 2b 5380 FERNELMONT, Belgium Phone: 0032 81 83 02 07 Fax: 0032 81 83 02 09 E-mail: infos@cld.be Web: www.cld.be

11000 Belgrade, Serbia

Andrico ..............................................................Tallinn

Tel:+381(0)11 309 95 95 Fax:+381(0)11 309 95 96

FINLAND

mail:games@computerland.rs

Panvision Oy.......................................................Turku

FRANCE EMC GROUPE CASINO..........Croissy Beaubourg

Wholesaler Gaming products

website:www.computerland.rs

ISRAEL Hed-Arzi......................................................Or-Yehuda

Official Benelux distributor for

BENELUX

INNELEC MULTIMEDIA

Coop Italia..........................................Sesto F.NO (FI)

45 rue Delizy,

Digital Bros spa................................................Milano

93692 PANTIN Cedex, France

Leader Spa.................................Gazzada Schianno

Email purchase: f_alglave@innelec.com

Newave Italia...................................................Firenze

Email export sales: g_armspach@innelec.com

Promovideo SRL ...........................................Senago

Tel: 00.33.1.48.10.55.55

Replay Interactive....................................Singapore

SOUTH AFRICA

ITALY Cidiverte Spa ...............................................Gallarate

Horelec S.A. ...........................................Bruxelles

SINGAPORE

Midigital ..............................................Johannesburg Nu Metro Interactive ......................Johannesburg

SPAIN Ardistel. S.L..................................................Zaragoza Distribuciones Videográficas Digitales ....MADRID

Lamee Software S.L. .....................................Madrid

NETHERLANDS EBS-Benelux...........................................Bunschoten

GAMEWORLD

Gameworld BV............................Capelle A/D Ijssel Micromedia BV...........................................Nijmegen

Cornusbaan 1, 2908 KB Capelle A/D IJssel Tel: +31 10 298 3838 Web: rishi@gameworld.nl

SUPREME FACTORY

Favour Games..................................................Tilburg

439 avenue de la Gare

Rigu Sound B.V................2153 GB Nieuw Vennep

84470 Chateauneuf de Gadagne Email : xavier@supremefactory.com Phone : 0033 432 751 165 Fax : 0033 432 751 160

EBS Benelux Lorentzweg 1 3752 LH Bunschoten-Spakenburg

GERMANY

NEW ZEALAND Gamewizz..........................................................Albany

NORWAY Pan Vision Norway.....................................Trollasen MPX.no .......................................................Sandefjord

The Netherlands

Groß Electronic .......................................Rohrnbach

Platekompaniet....................................................Oslo

Phone: +31 (0)33 201 21 00

Otto Group ...................................................Hamburg

Massemedia AS...........................................Notteroy

Fax: +31 (0)33 201 21 01

Playcom Software Vertriebs .......................Erfurt

Pan Vision Norway..............................................Oslo

E-mail: info@ebs-benelux.com

Vitrex Multimedia Großhandel.....................Erfurt

Website: www.ebs-benelux.com

GREECE

PLANETA DEAGOSTINI INTERACTIVE Diagonal, 662-664, 3ª planta D, 08034, Barcelona, Spain, Tel: +34 93 492 08 89 distributioninteractive@planetadeagostini.es www.planetadeagostini.net DistribucionesVideográficas Digitales ....Madrid Distribuye Palmera................................Las Palmas JC Distribuciones .............................................Getxo Shine Star, S.A...........................................Barcelona

SWEDEN Bergsala AB............................................Kungsbacka

POLAND CD Projekt Sp. z o.o......................................Warsaw

Centric ...............................................................Athens

CYPRUS

Nortec Multimedia.........................................Athens Zegetron S.A....................................................Athens

TECHLAND Sp. z o.o.

Gibareio.............................................................Nicosia

HUNGARY GOODTONES GREAT GAMES LTD 1 Alkaiou Street / Office 1 / Engomi / Nicosia 2404 / Cyprus tel. +357 22 666612 www.greatgames.com.cy

Antec .............................................................Budapest

ICELAND Sena ................................................................Reykavik

ul. Jana Szczyrki 12, 54-426 Wroclaw, Poland E-mail: business@techland.pl Web: www.techland.pl Phone: +48 71 354 46 10 Fax: +48 71 354 46 10

PORTUGAL ecofilmes...............................Sao Joao Da Madeira

GAME OUTLET EUROPE AB PO Box 5083 S-650 05 Karlstad, Sweden Phone: +46 54 854750 Fax: +46 54 854759 E-mail: info@gameoutlet.se Website: www.gameoutlet.se Panvision....................................................Stockholm SIBA AB ...................................................Gothenburg

TO ADVERTISE IN THE INTERNATIONAL DISTRIBUTION GUIDE PLEASE CONTACT ROB.BAKER@INTENTMEDIA.CO.UK

EDITORIAL PLANNER WWW.MCVUK.COM

The International Distribution Guide is dedicated to promoting companies outside of the UK. If you are looking for new customers overseas, then look no further...

SWITZERLAND ABC Software GmbH.......................................Buchs

MCV 26/03/10 41

UPCOMING FEATURES A glimpse at some of the special features coming up in MCV, the only trade publication that covers all sectors of the video games market... FRIDAY APRIL 2nd

AUSTRALIA AND NEW ZEALAND TERRITORY REPORT

further underlined by Electronic Arts’ efforts to bring its best-selling EA Sports Active brand to new platforms this year. So join MCV as we take a look at one of the industry’s least traditional, but fastest-growing genres.

TURKEY ARAL Import..................................................Istanbul

FRIDAY APRIL 30th

Nortec Eurasia...............................................Istanbul

MCV AWARDS

UNITED STATES BASCO, INC. VIDEO GAMES DISTRIBUTOR Tel: 1-917-627-3000 Fax: 1-718-228-4401 Email: sales@bascodistribution.com Web: www.bascodistribution.com

U.S. GAMES DISTRIBUTION, INC. 16700 Schoenborn St. #2 North Hills, CA. 91343 Tel: +1 818 920 9393 info@usgamesdist.com

Australia has regularly made the headlines in recent months, with many of the biggest adult games having to be edited before they can be released Down Under due to the region’s lack of an 18 certificate. MCV investigates the state of the Australian and New Zealand games markets, speaking to suppliers, key industry personnel and analysts.

www.usgamesdist.com

FRIDAY APRIL 16th

UAE

CHINA TERRITORY REPORT

ALESAYI UNITED COMPANY Video Games Distributor in the Middle East P.O BOX 16999 Jebel Ali Free Zone Dubai U.A.E.

One of the biggest markets in the Far East, China is also one that bears the most differences when compared to Western territories. We explore the challenges games publishers and format holders alike face in the region with an in-depth look at China’s growing games market. We also take a look at the major trends sweeping the region such as the rise of online gaming.

Tel: 00971 4 883 5960 Fax: 00971 4 883 5175 E-Mail: marketing@alesayi.ae U.A.E. Website: www.alesayi.ae

Find out who emerged victorious from this year’s Awards ceremony. MCV brings you a full report on the biggest night in the games industry calendar, which rewards the most deserving companies and the attending representatives for industry excellence.

FRIDAY MAY 14th

TOP 20 INDIES Independent retail remains a thriving sector in the UK, whch chains such as Grainger Games continuing to grow. MCV gives a run-down of the 20 best independent games retailers in the UK. FRIDAY MAY 21st

AFRICA TERRITORY REPORT

SELF-IMPROVEMENT AND NONGAMES SOFTWARE

Group Website: www.alesayi.com

PLUTO GAMES PO Box 10705, Office 103-104 Emirates Islamic Bank Building, Dubai, UAE www.pluto-games.com Tel: +971 4261 8111 Fax: +971 4261 8112

Modern Pluto Trading LLC...............Saudi Arabia NXT Global LLC .................................................Dubai Pluto Derinton Games LLC............................Egypt Red Entertainment Distribution ..................Dubai

The success of Wii Fit Plus proved that there is still significant demand for self-improvement software and this has been

With civilisation spread thinly around this gargantuan continent, largely found on the northern and southern coasts, Africa may seem an unlikely territory for gaming. MCV details the major players and retailers in this region, as well as the unique processes by which games are published and released here.

FOR MORE DETAILS CONTACT: CHRIS.DRING@INTENTMEDIA.CO.UK

TO ADVERTISE CONTACT ROB BAKER ON: 01992 535647 OR

DIRECTORY KEY CONTACTS

DESIGN STUDIOS Fink. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01480 302352 DISC REPAIR Elm-Digitalia UK . . . . . . . . . . . . . . . . . . . . . . 0845 643 6021 Total Disc Repair . . . . . . . . . . . . . . . . . . . . . 01202 489 500

GAMING ACCESSORIES

...bringing you all the right lines

DIGITAL DISTRIBUTION Green Man Gaming . . . . . . . . . . . . . . . . . . . . 020 7193 6910 DISTRIBUTION BDA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0777 192 7688 Creative Distribution . . . . . . . . . . . . . . . . . 020 8664 3456 Curveball Leisure . . . . . . . . . . . . . . . . . . . . . . 01792 652562 Discstribution . . . . . . . . . . . . . . . . . . . . . . . . 0845 430 8735 Gem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01279 822800 GLS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01708 725742 Ideal Software . . . . . . . . . . . . . . . . . . . . . . . . . 01767 689720 Logic3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01923 471 000 Meroncourt . . . . . . . . . . . . . . . . . . . . . . . . . . 01462 680060 USD Limited . . . . . . . . . . . . . . . . . . . . . . . . . . . 01933 227220

Wii Charge Station Quad

360 Intercooler TS Black

GAMING ACCESSORIES Pinpoint. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01606 558428 GAMES CONSOLE REPAIR Total Console Repair Ltd . . . . . . . . . . . . . . . 087 19 18 17 21 LOCALISATION Partnertrans . . . . . . . . . . . . . . . . . . . . . . . . . . 01273 229030 Testronic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01753 653 722 Universally Speaking. . . . . . . . . . . . . . . . . . . . 01480 210621 RETAIL SERVICES Complete Epos Solutions Ltd. . . . . . . . . . . . 01543 370002 STORE FITTINGS AMA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0113 2311030 UK Shopfitters. . . . . . . . . . . . . . . . . . . . . . . 0844 257 8800

LCD / Plasma Cleaning Mitt

Classic Disc Repair System

DISTRIBUTION

WWE DSi Crystal Case

DS Lite / DSi / DSi XL Stylus Pack

General enquiries:

01606 558 428

or email: enquires@pinpointce.co.uk Road One, Winsford, Cheshire CW7 3QG www.pinpointce.co.uk Part of the Pinpoint Group IDEAL SOFTWARE . . . . . . . +44 (0) 1767 689720 . . . . . . . . . . www.idealsoftware.net

PINPOINT . . . . . . . . . . . . . . . . . . 01606 558428 . . . . . . . . . . . . . . www.pinpointce.co.uk

ROB.BAKER@INTENTMEDIA.CO.UK DISTRIBUTION

DISTRIBUTION

Distributors of DVDs, Blu-Ray, Music CDs and Video Games

www.discstribution.com Over 100,000 Different Items to Order Online

THE NEW FORCE IN ENTERTAINMENT

DISCSTRIBUTION +44 (0) 845 430 8735 Call Kevin, Ashley, Richie or Pete Accepted Payments - Paypal - Google Checkout - Credit Cards - Bank Tranfers and 30 Day Credit Accounts

DISCSTRIBUTION . . . . . . . +44 (0)845 430 8735 . . . . . . . . . www.discstribution.com

GLS . . . . . . . . . . . . . . . . . . . . . . . . . . 01708 725742. . . . . . . . . wholesale@glsgames.com

DISTRIBUTION

CURVEBALL LEISURE . . . . . . 01792 652526 . . . . curveballsimon@googlemail.com

GEM. . . . . . . . . . . . . . . . . . . . . . . . 01279 822800 . . . . . . . . . . . . . . . . . . . . www.gem.co.uk

DISTRIBUTION

MERONCOURT . . . . . . . . . . +44 (0) 1462 680060 . . . http://trade.meroncourt.co.uk

CREATIVE DISTRIBUTION. . . . 0208 6643456 . . . . www.creativedistribution.co.uk

TO ADVERTISE CONTACT ROB BAKER ON: 01992 535647 OR DISTRIBUTION

Develop is the only dedicated publication for the UK and European games development community. It reaches over 8,000 request-only subscribers every month.

STUDIOS Epic Games ...................................................+1 919 870 1516 nDreams...........................................................01252 375754 Razorback ...........................................www.razorback.co.uk Realtime Worlds ...............................+44 (0) 1382 202 821 Stainless Games.......................jobs@stainlessgames.com

TOOLS Blitz Games Studios ......................+44 (0) 1926 880 000 bluegfx ..............................................+44 (0) 1483 467 200 Crytek ........................................................+49 69219 77660 Dolby...........................................................(0) 1793 842 922

SERVICES amBX UK Ltd. ...............................................www.ambx.com Ian Livingstone..................................+44 (0) 1483 421 491 Imagination Studios..............................+46 (0) 18-106930 Onteca................................................+44 (0) 151 709 0028 Partnertrans ......................................+44 (0) 1273 229030 TC Associates.................................+44 (0) 7768 883 808 Testronic Labs ..................................+44 (0) 1753 653 722 Universally Speaking .......................+44 (0) 1480 210 621 Xaitment............................................+49 6897 - 600 80-0

COURSES University of Hull.............................+44 (0) 1482 465 951

To be included in the Develop Directory (which appears every month in Develop and every week in MCV) contact katie.rawlings@intentmedia.co.uk. All subscription requests should go to mcv.subscriptions@c-cms.com BDA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0777 192 76888

ROB.BAKER@INTENTMEDIA.CO.UK DISTRIBUTION

DIGITAL DISTRIBUTION

LOGIC 3 . . . . . . . . . . . . . . . . . . . . 01923 471000 . . . . . . . . . . . www.uksales@logic3.com

GREEN MAN GAMING. . . . . . . 020 7193 6910 . . . . . . . . info@greenmangaming.com

DISTRIBUTION

LOCALISATION

USD LIMITED . . . . . . . . . . . . . . . 01933 227220. . . . . . . . . . . . . . . . www.usdlimited.com

PARTNERTRANS . . . . . . . . . . . 01273 229030 . . . . . . . . . . . . . www.partnertrans.com

DESIGN STUDIOS

LOCALISATION

Design/Branding/ Advertising/ Packaging/Web

finkcreative

01480 302 352 olly@finkcreative.com www.finkcreative.com

FINK . . . . . . . . . . . . . . . . . . . . . . . 01480 302352 . . . . . . . . . . . . . . www.finkcreative.com

TESTRONIC LABORATORIES . . . +44 (0) 1753 653 722. . . . www.testroniclabs.com

GAMES CONSOLE REPAIR

LOCALISATION

TOTAL CONSOLE REPAIR . . . . . . . 08719 181721 . . . . . www.totalconsolerepair.co.uk

UNIVERSALLY SPEAKING . . . . . . . 01480 210621 . . . . . . . . . . . www.usspeaking.com

RETAIL SERVICES

DIARY DATES From the MCV Awards to our Games Developer Conference, here are all the essential industry dates to put in your diary…

MARCH MCV AND XBOX 360 PUB QUIZ Wednesday, March 31st Sway Bar, London Orlaith.Kennedy@intentmedia.co.uk

APRIL COMPLETE EPOS SOLUTIONS LTD . . . . 01543 370 002. . . . . . . . www.ggepos.com STORE FITTINGS

MCV INDUSTRY EXCELLENCE AWARDS 2010 Thursday, April 22nd The Brewery, London Kathryn.Humphrey@intentmedia.co.uk

MAY MONETISING MOBILE Wednesday, May 26th BAFTA, London Jodie.Holdway@intentmedia.co.uk MCM LONDON EXPO Saturday, May 29th – Sunday, May 30th ExCeL, London www.mcmexpo.net

JUNE E3 2010 Tuesday, June 15th – Thursday, June 17th Los Angeles Convention Centre www.e3expo.com

MCV INDUSTRY EXCELLENCE AWARDS 2010 Thursday, April 22nd The Brewery, London Kathryn.Humphrey@ intentmedia.co.uk The biggest night in the UK games industry’s calendar returns to The Brewery in 2010, and will once again feature awards split across three main categories; Retail, PR and Marketing, and People and Industry. A whopping 650 representatives from all corners of the UK games trade will be attending this essential games industry event that gives credit to the industry’s most deserving execs.

JULY AMA DISPLAYS. . . . . . . . . . . . . . . . 0113 2311030 . . . . . . . . . . . www.ama-displays.co.uk UK SHOPFITTERS

DEVELOP CONFERENCE 2010 July 13th - July 15th Brighton, UK www.develop-conference.com DEVELOP INDUSTRY EXCELLENCE AWARDS 2010 July 14th Brighton, UK www.develop-online.net CASUAL CONNECT SEATTLE Tuesday, July 20th – Thursday, July 22nd Benaroya Hall, Seattle, US seattle.casualconnect.org

AUGUST GAMESCOM Wednesday, August 18th Sunday, August 22nd Cologne, Germany www.gamescom-cologne.com

UK SHOPFITTERS . . . . . . . . . . . . 0844 257 8800 . . . . . . . . . www.ukshopfitters.com

MCV/XBOX 360 PUB QUIZ Wednesday, March 31st Sway Bar, London Orlaith.Kennedy@ intentmedia.co.uk The MCV/Xbox 360 Pub Quiz gives retailers, suppliers and the media the chance to show off their general knowledge skills in an appropriate arena for our industry – the local pub. There will be thousands of pounds’ worth of prizes up for grabs to the best performers on the night, as well as loads of topnotch booze and food. The quiz is free to enter for retailers and the media, and serves as a great networking opportunity.

s, FTA A B he t rom own... f s t r sho of ou h t wi st ek, reque e w his photo t R OT nd a y a p hap eveal p 1r na A s ies’ F Cod

Send your pictures to ntmedia.co.uk james.batchelor@inte

GAME FACES The industry was out in force for last week’s GAME British Academy video game awards. Among the many people we accosted with a camera at the after party was GAME’s Lisa Morgan, Eidos’ Ian Livingstone, Activision’s David Tyler, ELSPA’s Andy Payne and Michael Rawlinson, Sega’s John Clark, Codies’ Chris Deering, BAFTA’s Kelly Smith, Warner’s Spencer Crossley, and Future’s James Binns. We even snapped the stars of the red carpet such as host Dara O’Brian, Charlie Brooker, Dom Joly and – of course – Shigeru Miyamoto.

EDITORIAL: 01992 535646 Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk Editor-In-Chief: Michael French Michael.French@intentmedia.co.uk Deputy Editor: Christopher Dring Chris.Dring@intentmedia.co.uk Staff Writer: James Batchelor James.Batchelor@intentmedia.co.uk Staff Writer: Dominic Sacco Dominic.Sacco@intentmedia.co.uk

ADVERTISING: 01992 535647

Online Editor: Ben Parfitt Ben.Parfitt@intentmedia.co.uk Contributors: Andrew Wooden, Will Freeman, Rob Crossley, Colin Campbell Advertising Manager: Lesley Blumson Lesley.Blumson@intentmedia.co.uk Advertising Executive: Rob Baker Rob.Baker@intentmedia.co.uk Art Director: Stuart Moody Stuart.Moody@intentmedia.co.uk

Design: Adam Butler Adam.Butler@intentmedia.co.uk Production Manager: Suzanne Powles Suzanne.Powles@intentmedia.co.uk Business Development: Dave Roberts Dave.Roberts@intentmedia.co.uk Contributing Editor: Samantha Loveday Samantha.Loveday@intentmedia.co.uk Circulation & Marketing: Hannah Short Hannah.Short@intentmedia.co.uk

FAX: 01992 535648

Please address all enquiries to: MCV, Intent Media, Saxon House, 6a St. Andrew Street, Hertford SG14 1JA. Managing Director/Publisher: Stuart Dinsey Stuart.Dinsey@intentmedia.co.uk Telephone: 01992 535688

Finance Director: Hilary Cole Finance Manager: Michael Canham Michael.Canham@intentmedia.co.uk Printed By: Pensord, Tram Road,Pontllanfraith Blackwood, NP12 2YA

SAXON HOUSE, 6A ST. ANDREW STREET, HERTFORD, HERTFORDSHIRE, ENGLAND SG14 1JA Intent Media specialises in trade-dedicated print and digital publishing for entertainment and leisure markets. As well as MCV, Intent publishes Develop, PCR, ToyNews, Mobile Entertainment, MI Pro, Audio Pro International and BikeBiz. It also has two online-only brands: CasualGaming.biz, dedicated to the growing mass market video game sector, and Licensing.biz, for everyone in the global licensing industry. It also runs a number of events including the MCV Industry Excellence Awards, the London Games Conference and the Games Media Awards.

www.intentmedia.co.uk

MCV is a member of the Audit Bureau of Circulation and the Periodical Publishers Association. Membership of the ABC and PPA provides our advertising partners with confidence in our circulation statements. For the 12 months ending December 2009, MCV had an average weekly net circulation of 8,045. MCV’s circulation is 100 per cent named and zero per cent duplicated.

ANNUAL SUBSCRIPTIONS United Kingdom £150 l Europe £175 l Rest of the World £250 To order your subscription via Visa, Mastercard, Switch or AMEX or to make changes to your subscription details, contact mcv.subscriptions@c-cms.com or call 01580 883848.

MCV has an exclusive media partnership with Famitsu - Japan’s leading video games analyst and news source

SIX DEGREES

WWW.MCVUK.COM

MCV 26/03/10 49

OF ACTIVISION It’s almost rude not to know someone who once worked there. This week, we start with... Paulina Bozek, who was Sony’s SingStar queen until she left to join her old boss and fellow development pin-up...

Phil Harrison, at Atari, which was the latest stopping off point in a career that started at System 3, run by...

Mark Cale, who has a brother called...

Adrian Cale, who used to work at Gametek where the top Euro bod was...

Kelly Sumner, who wrote one chapter of his success story whilst on the board of Red Octane, the company founded by...

Kai and Charles Huang, who sold their company to, and still work for... ACTIVISION

SING

You love the Wii, you love to sing, you love We Sing, right? So, show us. For the next four weeks, Off The Record will be dedicated to the Wii’s greatest karaoke game. Simply send a picture of you, your staff, your customers or any combination thereof using We Sing in your store, and Nordic Games will mail you a brand new copy by return, complete with mics. The overall winner with the very best picture will win 50 copies for their store. Yep, 50 – that’s over £2,000 worth of new stock. Simply log on to www.wesinggame.com, upload your picture – and we’ll print the very best here next week.

Don’t be shy: get We Singing! (Terms: competition open to all retailers, including online stores. You can enter as many pictures as you like. Limited promotion, first-come-first served, one twomicrophone+game pack per store, no cash alternative)

MCV takes soundings from its Retail Advisory Board on the biggest issues of the day. The current members are...

Lisa Morgan, GAME

Duncan Cross, Asda

Martyn Gibbs, Gamestation

Don McCabe, CHIPS

Tim Ellis, HMV

Graham Chambers, Amazon

Peter Willis, DSGi

Igor Cipolletta, ShopTo

Anthony Stocker, Argos

Stephen Staley, Gameseek

Keith Sharpe, play.com

Joanna Hunt, Tesco

Sarah Jasper, The Hut

Gurdeep Hunjan, Sainsbury’s

Jon Biggs, Morrisons

Phil Moore, Grainger Games

Azeem Sadiq, Comet

E F I L F O S E M GA ? O PEARL G I all time D N I , game of e R O T C vourite es on th a m E F a g R s I o Bro EN, D for the per Mari

EAV

AMES B J > > > > > >

ember you rem t game rs fi e th g? What’s lly lovin 0 was and rea tari 260 playing A ld o e th e me n o iv g rk Berse game to the first ts e k probably Ric ants and pointy-p ying ently pla you curr re a e m a Which g bloody t? of those the mos d all 45 n Duty: u f fo O e ll v Ca Until I’ oing be g ’s it s, intel item 2. Warfare Modern

Su Alert C&C Red n NES and heavily o d te c a imp t. n PC. Both e m p l develo my socia game are ? pcoming to Which u forward g t lookin tterly, u re a you mos th o ou SBK X – b though y APB and nt (even ia ll ri b y .) utterl e. Again ed for on only ask

E ON YER BA’IK s Andy

SP Hats off to EL d ntendo’s Davi Payne and Ni ly ul sf es cc su Yarnton, who Sports Relief finished their to sslare, Ireland Ro m cycle fro h in just rg bu in Ed , ld Murrayfie over a week. d a whopping They’ve raise they expect gh ou (th 00 £962,0 e end), th by m £1 to collect off his ll fe ly and Payne on . es tim six bike

O GO GEARED Tnt ly showed

rece Codemasters ming racer F1 off their upco sortment of 2010 to an as gaming and d an , rs ile reta ts. Attendees lis na ur jo sports e game, th t ou got to try pit stop and enjoy a quick developers. chat with the bers of the em m us Vario saw the event er ov Codies crew y Wigmore m including Jere ens (right). us Co d Ro d an

OUT NOW!