THE INTERACTIVE ENTERTAINMENT WEEKLY
Friday May 14 2010 £3.25
TM
28.5.10
KEY FEATURES
— THE RIPPLE EFFECT, WHERE EVERY ACTION, CONVERSATION AND DECISION CHANGES THE STORY. — COMPLETE CHOICE OF COMBAT STYLE. — REAL MODERN-DAY SETTING. — DEVELOPED BY RPG MASTERMINDS, OBSIDIAN ENTERTAINMENT. — OVER 30 HOURS OF GAMEPLAY AND UNPRECEDENTED REPLAY VALUE.
MARKETING HIGHLIGHTS T V CAMPAIGN
20” SPOTS IN TARGETED PROGRAMMING IN KEEPING WITH THE SPY FAN BASE. THE CHANNEL MIX FOCUSES ON 16 – 34 YEAR OLD MALES. ADVERTISING WITHIN CHANNELS SUCH AS SKY 1, ITV 2, E4, SYFY AND FILM4. ON LINE
SPECIALIST & LIFESTYLE ADVERTISING CAMPAIGN, WITH KEY SPECIALIST TAKE OVERS, LAUNCH ZONES, DEDICATED COMPETITIONS AND ALPHA PROTOCOL HUB WITH CVG & GAMES RADAR. PRINT
2 MONTH HEAVY PRINT CAMPAIGN ACROSS SPECIALIST AND LIFESTYLE MEDIA INCLUDING CONSECUTIVE BOOK ENDS AND INSIDE COVER DPS FEATURES. PR
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© SEGA. SEGA, the SEGA logo and ALPHA PROTOCOL are either registered trademarks or trademarks of SEGA Corporation. Obsidian and the Obsidian logo are trademarks or registered trademarks of Obsidian Entertainment, Inc. “2”, “PlayStation”, “PS3” and “À” are trademarks or registered trademarks of Sony Computer Entertainment Inc. “Ô is a trademark of the same company. Windows, the Windows Start button, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies, and “Games for Windows” and the Windows Start button logo are used under license from Microsoft. All rights reserved.
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THE MARKET FOR COMPUTER AND VIDEO GAMES International Media Partner
Issue 587 Friday May 14 2010 £3.25
04 New IGN UK MD
14 SPECIAL FEATURE:
Former EA digital guru Ian Chambers revitalises media giant’s local team
T0P 20 GAMES INDIES We profile the smaller retailers that continue to innovate and impress
06 Fresh charity pack support Now Best Buy, ShopTo and Play.com pledge to stock GamesAid PS3 pack
08 Microsoft Wakes up Today’s new release Alan Wake will get a sustained post-release campaign
EVERY BUYER EVERY BRANCH EVERY INDIE EVERY WEEK
In association with
INCORPORATING
MTV ready to Rock Europe Industry veteran Roy Campbell appointed VP of International for MTV Games Music game firm will set up new European team, based in London ‘We want to topple Guitar Hero’ says MTV Games chief Guthrie MTV Games boss Guthrie (right) wants to eat up Guitar Hero’s share. Former THQ man Campbell (far right) will make that happen, starting with Green Day: Rock Band (main)
‘GREEN DAY MORE SUITED TO ROCK BAND THAN BEATLES’
by Christopher Dring MTV GAMES is establishing a new base in Europe – and the entertainment giant has told MCV its local team will dethrone Activision as the territory’s No.1 publisher in the lucrative music games genre. The firm has hired former THQ exec Roy Campbell to head up its international business and put together a European superteam based in London. MTV’s Rock Band is the biggest music game in the US but in Europe it lags behind Activision’s monster-selling Guitar Hero brand. The music giant has set its sights on taking market share from Activision with Q4’s launch of Rock Band 3. “The reality is we have underperformed in Europe,
certainly versus our competitor,” said MTV Games executive VP and GM Scott Guthrie. “We had decent growth with the release of The Beatles: Rock Band, but we absolutely believe
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someone with Roy’s experience and skill set will allow us to be much more nimble. “This is a very competitive marketplace, particularly here in the UK. I would say the UK
The reality is we have underperformed in Europe. But we absolutely believe we can be the market leader. Scott Guthrie, MTV Games
there is much more to come from us for Europe. Within that space our objective is to be the number one player. “It is a fairly straightforward game plan – to have more feet on the ground so that we’ve got dedicated resources that will be able to collaborate and work with our friends at EA. We believe bringing in
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is the toughest territory that any of us in the gaming business is operating in right now. There is a lot of price compression, there’s a lot of profit compression and it is a very savvy experience.” Guthrie admitted the firm has a tough task in unseating Guitar Hero: “We have a long way to go, and we are
MTV GAMES BOSS Scott Guthrie believes that Green Day: Rock Band is a better fit for the franchise’s audience than last year’s Beatles tie-in. Guthrie says sales of the Beatles game weren’t as high as hoped. “We were pleased with the performance of Beatles: Rock Band but we were expecting higher sales,” he said. “Our core audience of 16 to 34-year-old males are much
doing catch-up, and we are going up against not just a formidable opponent in Activision but also the likes of Sony with the SingStar franchise. But we absolutely believe we can be the market leader. “We really believe that with the launch of Rock Band 3 – a significant upgrade to what we had before – we can take market share away from them.”
more familiar with Green Day music than The Beatles. “This isn’t a band that has been around for a short period – they’ve been going 21 years. They have a great history. It is in fact a much wider audience than some people might give them credit for. Green Day probably has a much higher awareness than perhaps The Beatles did.” The Green Day edition of Rock Band arrives on Tuesday, June 8th.
More details on RB3 will be revealed at E3, while the firm is also readying Green Day: Rock Band for June 8th launch. “Unlike the other guy, we haven’t been bringing a new game out every year. What you will find with Rock Band 3 is that first of all the music is great – and it is new music, and lots of it – but there are some new consumer features that you will find exciting.”
PERSONNEL 28 RETAIL BIZ 29 NEW RELEASES 34 HIGH STREET 36 CHARTS 38
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[LEADER] FRESH BLOOD FOR BIG MEDIA MTV GAMES HAS until now been a confusing games firm. It’s not quite a fully-fledged publisher. EA looks after its distribution and sales. But it’s not ‘just’ a developer. While its biggest games gesture has been to pay almost $200m for US studio Harmonix, MTV Games’ tendrils dig deep into entertainment parent Viacom’s marketing muscle. News that it plans to open a UK-based sales office for Europe prove once and for all that it wants to be taken seriously as a publishing force. And MTV Games understands that to do so it doesn’t just have to address the challenging ‘razor and blades’ model its music game heartland is built upon. No, it first and foremost needs a local team to oversee its interests – hence the appointment of Roy Campbell as VP for international. MTV Games’ boss Guthrie is right to say the UK is the world’s toughest software market. It’s hard not to disagree after the middling success of dad-pleaser The Beatles: Rock Band. If you can’t succeed when
Fresh UK focus as IGN hires new MD Former EA and Ubisoft veteran Ian Chambers recruited Media giant to grow through digital space, social media, retail and events DIGITAL DRIVE: Chambers will focus on bringing cohesion to the many facets of IGN UK
“The games industry might be attracting the attentions of global giants, but there’s still no substitute for local talent.” relying on one of GB’s biggest exports, then clearly you’re doing it wrong. Our market here needs the right treatment, or you just shouldn’t bother. It’s clear that while the games industry might be attracting the attentions of global media giants like MTV, there’s still no substitute for local talent. *** THE SAME THING is going on at IGN UK, which we reveal this week has signed up digital guru Ian Chambers as its new MD. He should help bring strong leadership to a clutch of diverse interests – from editorial to digital distribution and middleware – that are sick of being seen as ‘just a media company’. You can hardly blame them. To many, ‘IGN’ just means screenshot galleries and 8/10 reviews. But in fact IGN Entertainment’s offer includes a set of niche and territory-specific editorial sites plus things like Direct2Drive (digital distribution), FilePlanet (free downloads) and GameSpy (multiplayer middleware). Although grown together over time via acquisition and expansion, it’s an impressive array of services that touches most parts of the games industry, from consumer to developer. Say what you want about corporate daddy Murdoch – the evil Gepetto behind some mass-media assumptions that last week’s election would be easily won – but the NewsCorps-owned games properties are a formidable bunch. Pushing a message out to remind people of that makes sense. And it’ll be interesting to hear how the otherwise online-heavy IGN plans to make itself known at retail level. Michael.French@intentmedia.co.uk
by Christopher Dring IGN HAS recruited industry stalwart Ian Chambers as its new UK MD. Chambers arrives from marketing consultancy Digital 12 as IGN plans to take its UK battleplan to the next level and
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Prior to this, he worked at Ubisoft as head of digital and relationship marketing, where he pitched the idea for the publisher’s UPlay service. In his new role Chambers has been tasked with linking IGN’s media business, digital distribution platform and
Our investment in big hitters like Ian should be a signal of our intention to challenge and develop the UK market.
wants to be seen as more than just a media company. Chambers is an expert in the digital space. Most recently he has worked as senior manager for console digital distribution in the UK – working on the launch of FIFA Ultimate Team and Battlefield 1943 at EA.
Chris Ellis, IGN
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community engagement to drive value for the UK industry. The firm wants to have a presence ‘everywhere where games are played’ in the UK, from iPhone and social networks to events and retail. “Ian has worked at the very heart of European publishing
having held senior positions at both EA and Ubisoft,” IGN’s international senior vice president Chris Ellis told MCV. “His experience in building major brands whilst mastering new routes to the consumer will help us develop our partner and consumer offerings in the coming months. “Our continued investment in big hitters like Ian should be a clear signal of our intention to continue to challenge and develop the UK market.” IGN first entered the UK market in August 2006, and boasts a dedicated editorial team for the territory. It moved into live events early this year with FirstLook, where competition winners can try games ahead of their release. IGN also owns the digital distribution platform Direct2Drive. IGN: 0203 077 4000
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NEWS
World Cup fever hits retail Sales boost expected with branded peripherals from Exspect and new football games by Dominic Sacco UK GAMES retail will benefit from World Cup mania thanks to a range of official England accessories and football games. Exspect has been named official accessory licensee for England after it reached a partnership agreement with Digital Goals. The deal will see a wave of three lions-branded skins for the Nintendo DSi, iPhone and iPod Touch reach retail in time for the World Cup. “Football lovers up and down the country are looking for ways to show their support for England during the World Cup,” Exspect’s head of
[PRE ORDERS]
TOP 10 RED DEAD REDEMPTION: LIMITED EDITION 360, ROCKSTAR
2. RED DEAD REDEMPTION: LIM ED PS3 ....................................ROCKSTAR
3. HALO: REACH LEGENDARY EDITION 360 ..................................MICROSOFT
4. RED DEAD REDEMPTION 360 ....................................ROCKSTAR
5. RED DEAD REDEMPTION
Meanwhile, new football games including EA’s 2010 FIFA World Cup and Ubisoft’s Pure Football, due on May 28th,
PS3 ....................................ROCKSTAR
6. ALAN WAKE LIMITED EDITION 360 ..................................MICROSOFT
7. ALAN WAKE + STRATEGY BOOK
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Football fans will be able to fly the flag for England on their favourite gadget throughout the summer.
360 ..................................MICROSOFT
8. CALL OF DUTY: BLACK OPS 360 ....................ACTIVISION BLIZZARD
Mike Sanderson, Exspect
development Mike Sanderson told MCV. “Thanks to our partnership with Digital Goals, fans will be able to fly the flag for England on their favourite gadget throughout the summer’s World Cup months.”
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will further build on interest generated by the World Cup. Ubisoft’s brand manager Phil Brannelly added: “We have very realistic expectations for Pure Football and we’re supporting it with marketing activity and promotions.
FOOTBALL FRENZY: A wave of branded accessories and games will give retail a lift this summer
“Lots of people play video games these days and the football isn’t on TV all of the time, so sales should hold up with the current market trend.”
EA’s 2010 FIFA World Cup South Africa has already proved to be hit at retail, sitting at the top of the GfK Chart-Track All Formats Top 40 for two consecutive weeks since its release on April 30th. Exspect: 01782 748 732
9. UFC UNDISPUTED + 1GB USB PS3 ............................................THQ
10. DEMON SOULS BLACK PHANTOM PS3 ............................NAMCO BANDAI Week ending: May 7th Source: SHOPTO.COM Turn to page 36 for more pre-order charts from leading online retailers
UK SOFTWARE SALES MONITOR Your weekly guide to the UK games software market… The UK weekly market value fell 15 per cent to £16 million, while unit sales dropped nine per cent to 771,104. Sales may have dipped this week, but not as much as some may have feared with no major new releases arriving at retail. FIFA World Cup 2010 is once again the biggest seller of the week, but it was an array of heavy discounting from retail that drove sales. The likes of GAME were selling games such as Modern Warfare 2 at low prices. FIFA World Cup will continue to be a major seller over the coming weeks with hype building for this summer’s tournament. Big name releases in May are sure to boost sales, including Lost Planet 2 and Alan Wake.
[WEEKLY MARKET VALUE]
Total UK Software Sales Source: ELSPA/ChartTrack and Intent Media
20
Week Ending May 7th 2010
£16.0m
15
10
5
GOAL: 2010 FIFA World Cup was this week’s biggest seller
£13.5m
£18.8m
£16.0m
650,382 Units
840,034 Units
771,104 Units
0 Week Ending April 23rd
Week Ending April 30th
Week Ending May 7th
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GamesAid bundle support grows Play.com, Best Buy and ShopTo pledge support for PS3 charity pack Triple-game set arrives June 25th by Dominic Sacco BEST BUY, ShopTo and Play.com have all told MCV they will stock the GamesAid PS3 charity pack – and more retailers are expected to show their commitment over the coming weeks. The pack – revealed by MCV last week – is scheduled for
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We are proud to be involved in helping raise money for GamesAid and we hope the pack will be well recieved. James Rowson, ShopTo.net
release on June 25th with an RRP of £29.99. CHIPS, The Hut, Amazon, Asda and Grainger Games have already announced their support. The bundle, which is expected to raise £500,000 for charity, features Eidos’ Tomb Raider: Underworld,
content will be well received by consumers.” GamesAid chairman Andy Payne added: “It is a long while since the industry got together like this. “The last time was seven years ago on the PS2, so to get a pack together where everyone is doing it for nothing, and in the midst of the worst trading times for years, shows that there is a sense of corporate and social responsibility. “Hats off to the retailers such as Asda, Grainger Games, The Hut, Amazon and Chips who so far have given the GamesAid PS3 triple pack their support.” The GamesAid charity bundle goes on sale for the PS3 on June 25th. www.gamesaid.org
Codemasters racer Fuel and Sega Superstars Tennis. Play.com games buyer Keith Sharpe told MCV: “We’ll certainly be stocking the triple pack – it’s a good proposition for our customers with the added benefit of supporting a very good cause.” ShopTo.net’s purchasing director James Rowson added:
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“ShopTo will be supporting this pack and will feature it prominently on site as well as promoting it via newsletter to our customer base. “We are proud to be involved in helping raise money for the GamesAid charity and we hope its
FOR A GOOD CAUSE: BestBuy, ShopTo and Play.com are the latest to support triple pack
Growing Slitherine toasts PSPgo success THE PSPGO market may be more profitable than first thought – Slitherine claims the Sony handheld is one of its most lucrative platforms. MCV spoke to the publisher about its digital strategy following news of its merger with US firm, Matrix Games. And the company says that despite slow sales of Sony’s digital-only handheld, a lack of high-profile competition on the format has allowed it to turn a tidy profit. “PSP and iPhone are key platforms for us,” Slitherine marketing director Marco Minoli told MCV. “PSPgo has been a great platform for us. PSN titles – both full titles and minis – are mostly unexploited by big publishers.
There’s a lack of competition, which helps a lot in terms of sell-through. There’s just a few releases for PSPgo, compared to the thousands for iPhone. “PSP is also a very suitable platform for our titles as it’s more for the core gamer who can invest time in their games. iPhone is great for the more casual player.” Slitherine announced this week that it has merged with Matrix Games. Both companies specialise in the strategy sector, with Matrix a major player in the digital market and Slitherine specialising in boxed games.
HAVE A GO: Slitherine says the PSPgo market still has potential
Minoli says that the deal will see Slitherine’s titles better represented in the US, while the publisher is looking at ways to bring some of Matrix’s biggest games to UK retail. “Matrix has always been at the cutting edge for innovation,” said Matrix Games’ director of operations David Heath. “We started over 10 years ago and were one of the first companies to move into the digital download business. “By merging with Slitherine, both our companies can pursue our common goals to grow the business and this market as a whole.” Slitherine: 01371 812132
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Encore for Nordic Games’ We Sing The battle for the Wii karaoke crown heats up as Euro publisher prepares packed sequel for July release by Christopher Dring NORDIC GAMES will fight to top the Wii karaoke market this summer with We Sing Encore. The game features 40 new songs that span rock, pop, rap and R&B, from artists such as Coldplay, Black Eyed Peas, Elton John, Lady GaGa and more.
Other new additions to We Sing Encore include a singing lessons area, a ‘real-karaoke’ mode and a jukebox mode. The entire game engine has been overhauled, and now boasts a visual makeover, antilag features and HDTV support. We Sing Encore will launch for Nintendo Wii in July.
Wii. And the addition of 10 tracks exclusive to the English, Swedish and German versions will ensure players in those markets will benefit from even more of their favourite tracks. “With major improvements and more tracks, We Sing Encore represents incredible value for money, and will once
www.nordicgames.se
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We Sing Encore will once again prove that we’re the only karaoke game on Wii with mainstream appeal. Nik Blower, Nordic Games
Encore is due for launch around the same time as Mindscape’s U-Sing: Girls Night. “We Sing Encore takes the central premise of We Sing and builds upon it in every way,” said Nordic Games’ sales and marketing director Nik Blower. “With free rein to pick any song from any label, we’ve come up with what we think is the best line-up on Nintendo
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again prove that we’re the only karaoke game on Nintendo Wii that has such a broad, mainstream appeal.” Nordic Games says that the title will be backed by a monster marketing campaign, including a celebrity-packed launch event, a heavyweight TV ad push as well as sponsorship of the VIP areas at some of this summer’s festivals.
Eutechnyx wins System 3 sets sights on Japan £6m investment AMSTERDAM-BASED company Prime Technology Ventures has invested £6 million in Ferrari Challenge developer Eutechnyx. The funds will help the studio finalise plans for a new racer that Eutechnyx believes will revolutionise the genre. The firm also plans to use the money to boost a licensed project that will be unveiled in June, as well as develop a freeto-play infrastructure that will help it establish itself in the casual online gaming space. “We’re thrilled to have secured this investment
headed up by Europe’s most successful technology venture capital,” said Eutechnyx CEO Brain Jobling. “As an independent developer, this infusion will help us to continue to forge our own destiny within a rapidly changing games industry.” Prime Technology Ventures’ general partner Monish Suri added: “When we saw what Eutechnyx was working on, we knew we had to be involved. We’re excited to play a role in something that will drive the future of video games.” Eutechnyx: 0191 460 6060
BRITISH publisher System 3 has taken a major step towards global expansion with the opening of a dedicated Japanese office. The new subsidiary will operate out of Tokyo and handle the launch of back catalogue and future releases in the region, starting with Williams Pinball Classics. System 3 Japan will be headed up by Takeshi Shimizu. He formerly worked as board director and chief producer for Opus, a Japanese developer that produces content for publishers such as Capcom and Eidos. System 3 CEO Mark Cale said: “I’m delighted to announce
ALL SYSTEMS GO: Veteran Takeshi Shimizu will head up System 3 Japan
the expansion of our publishing operation into where I would consider to be the homeland of electronic gaming. “The territory has always been considered somewhat of a Holy Grail for European publishers but I strongly
believe that now, more than ever, we are in the best position to do it. “Opening a dedicated Japanese office is the next logical step in realising our worldwide portfolio potential.” System 3: 0207 491 4441
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Microsoft puts Wake in the spotlight Publisher opts for internet marketing over TV Unique ‘webisodes’ to attract gamers through Xbox Live by Dominic Sacco THE MARKETING campaign for Alan Wake will predominantly take place online, Microsoft has told MCV. Despite the action thriller featuring TV-like episodes and the publisher previously saying Wake will ‘blur the line between TV and video games’, Microsoft has opted for a heavyweight online campaign with a series of internet-only ‘webisodes’ scheduled. Product marketing manager Laura Disney said: “The decision
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“The series introduces players to Jake Fischer, a newspaper reporter who encounters a series of mysterious and haunting experiences,” adds Disney. Microsoft hopes to pull in a wide audience with the episodes, which are running on Xbox Live, brightfalls.com and xbox.com. The ‘webisodes’ complement the game’s thorough online advertising plan which is running across a broad range of lifestyle and movie websites such as The
The decision was made that concentrating on a bespoke online campaign held the most value for our audience. Laura Disney, Microsoft
was made that concentrating on a bespoke online marketing campaign held the most value for our audience.” The unique online ‘webisodes’ – a series of six live action shorts set in Alan Wake’s fictitious town of Bright Falls – serve as a prequel to the game.
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Sun, FHM, Love Film, Total Film and Rotten Tomatoes. Specialist gaming site IGN even has its own designated Alan Wake hub. Microsoft is running a largescale print campaign designed to target core gamers, with a range of advertising running in
ONLINE AWAKENING: Microsoft says its online marketing campaign gives consumers greater value
lifestyle and entertainment press including Total Film, Empire and FHM.
Retail benefits from Alan Wake POS and pre-order items to assist the game’s release.
Alan Wake goes on sale today (Friday, May 14th). Microsoft: 0870 602 0100
Nintendo predicts record-breaking Mario launch SUPER MARIO Galaxy 2 is expected to trump the success of all previous Mario titles. The game was first announced at E3 last year but
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11th. It has already received a perfect 10 in Edge magazine. “We hope this will be one of the biggest Mario launches in the UK to date,” said
The buzz around Super Mario Galaxy 2 is even bigger than it was around Mario Kart Wii – Mario’s biggest launch title. Robert Lowe, Nintendo
it is only in recent months that demand has begun to rise as details on Galaxy 2 emerge – and Nintendo believes this momentum will only grow. Super Mario Galaxy 2 will be released for Wii on June
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Nintendo’s marketing manager Robert Lowe. “Mario Kart Wii is the current record holder, and the buzz around Galaxy 2 is even bigger than it was around Mario Kart.”
Mario’s outings have always been popular in the UK, with the DS and Wii editions of Mario Kart established as chart regulars since their release in 2005 and 2008 respectively. The plumber’s latest release, New Super Mario Bros Wii, has already sold 14.7 million copies worldwide since hitting shelves last November, and Nintendo hopes that the surge of new Mario fans will help Galaxy 2 surpass the performance of its 2007 predecessor. Lowe added: “Super Mario Galaxy 2 is a very different type of game – but we think the gaming public will be astounded at how the EAD team has managed to improve
FAN FAVOURITES: Mario and Yoshi return in their latest adventure
on a virtually flawless predecessor,” said Lowe. “We also hope those who entered the world of Mario with New Super Mario Bros
Wii will make the next step onto Super Mario Galaxy 2 and find it as amazing, astounding and beautiful as we have.” Nintendo: 01753 483700
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Sponsored by
Namco Bandai’s Q3 assault Raft of titles unveiled at Barcelona showcase Brands2Life signed for UK PR boost by Christopher Dring A PRE-E3 ‘Level Up’ event in Barcelona showcased some major new releases from Namco Bandai for Q3 this year. The third in the publisher’s popular Family Trainer series will launch for Nintendo’s Wii this autumn. Entitled Family Trainer: Treasure Island, the game features 70 missions, a party mode for up to eight players and an adventure mode, which invites players to complete missions, unlock new worlds and treasures. Also due this autumn is Dragon Ball: Raging Blast 2 for PS3 and Xbox 360. The studio behind the original has taken on board fan feedback, reworked the game’s camera and tweaked the control system to make the title more accessible. Joining the game is Dragon Ball Z: Tenkaichi Tag Team for
PSP. The fighting title is also due for launch this autumn along with Dragon Ball: Raging Blast 2. Meanwhile, Namco Bandai used its event to confirm that God Eater for PSP will reach Europe in 2011. The game has garnered critical praise in Japan and has racked up over a half a million in sales since its original launch in February. Other major games on show at Level Up included the revised Splatterhouse, Ace Combat Joint Assault, Blue Dragon: Awakened Shadow, Majin and the Forsaken Kingdom and Enslaved – Odyssey to the West. Namco Bandai has also announced it has signed Brands2Life to develop its consumer PR campaigns in the UK. The firm will work on some of the publisher’s biggest upcoming titles, including the
Focus expands full price games range TWO TITLES have been added to Focus Multimedia’s range of premium priced PC titles as part of its partnership with Russian firm 1C. World War II strategy title Men Of War: Red Tide is available now for £19.99, while truck sim Rig ‘n’ Roll is due to debut with a similar price point in June. Focus is traditionally known for releasing sub-£10 budget software but branched into the full price market when it
released 1C’s King’s Bounty: Armored Princess in March. The publisher is also looking for new publishing partners as well as 1C. “It’s imperative we sign quality software and deliver it at the right price,” said Focus’ PR and marketing manager Alan Wild. “We are currently evaluating a number of key titles with a view to growing our full price games offering.” Focus: 018889 570156
REALTIME WORLDS: In last week’s issue of MCV we mistakenly gave the wrong date for Realtime’s upcoming MMO, APB. It is actually due for release on July 2nd. SONY: LittleBigPlanet 2 has been revealed for PS3. The sequel to the acclaimed 2008 original allows players to create entire games – be it racers, shooters, puzzle games and platformers. NINTENDO: The platform holder has announced Wii Party, which will be on shelves before March 31st, 2011. The game is similar to the popular Mario Party series and features Mii character compatibility.
Q3 SMASH: Namco Bandai has announced a host of new games
aforementioned Enslaved, Splatterhouse and Atari’s upcoming Test Drive Unlimited. Brands2Life has
worked with a range of companies including Google. Namco Bandai: 020 8222 9700
CD Team brand revamp complete DUPLICATION specialist CD Team has finished its rebranding and has launched a redesigned website. First founded in 1995, the company began as CD duplicators but has incorporated DVD and Blu-ray into its offering as those formats have become more prominent. To represent this in the firm’s new brand, CD Team now stands for Content Delivery Team. “CD is still very much our core business, but it was time for our to reflect this wider
UBISOFT: A new Assassin’s Creed game – subtitled Brotherhood – has been announced by Ubisoft. It is due for release before the end of the year along with a sequel to Tom Clancy’s Hawx. EA: The highly anticipated Medal of Honor will launch on Friday, October 15th. This is almost a month before its rival, Call of Duty: Black Ops.
range of products and services,” said CD Team’s managing director Jo Fone. “By adding ‘Content Delivery’ rather than a complete name change, we are able to encompass optical discs and other digital delivery methods within a familiar brand that many have come to depend on.” The company claims that the new navigation system and product showcases enable clients to find whatever they need within three clicks.
Bookmark us in your phone:
www.cdteam.co.uk
MOBILE.MCVUK.COM
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EK E W E H T F O N IG A P CAM
TTEN SANDS O G R O F E H T : IA S PRINCE OF PER
Ubisoft has a big campaign planned for its summer blockbuster Prince of Persia: The Forgotten Sands…
RELEASED: MAY 21
TV There will be a three-week TV plan with adverts appearing on a range of channels including popular spots during World Cup football matches.
ONLINE An exclusive Prince of Persia mini-game will appear on Xbox360achievements.org, which will run alongside a social media marketing campaign on Facebook.
CINEMA National cinemas will feature advertising at screenings of Iron Man 2, Nightmare on Elm Street, Hot Tub Time Machine, Robin Hood and the Prince of Persia film.
RETAIL A range of POS materials including posters, giant boxes and standees will be provided to High Street and online retailers.
PRINT A far-reaching print campaign will run across mainstream and lifestyle publications, backed up by extensive Prince of Persia coverage in specialist gaming magazines.
FORMATS: 360, PS3, WII, DS, PSP, PC PUBLISHER: UBISOFT DEVELOPER: UBISOFT MONTREAL PRICE: VARIOUS DISTRIBUTOR: GEM CONTACT: 01279 822800
EVENTS There will be a hands-on Prince of Persia preview event for press at HMV Gamerbase in London’s Trocadero. Ubisoft will also have a stand at the upcoming MCM Expo from May 29th to 30th.
PS3™ Bluetooth Headset Wii™ Sports Pack X360™ Direct Charge Battery PS3™ Wireless Control Pad DSi™XL & DSi Power Supply
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TOP 20 UK INDIES
Independent retailers, the Davids of Britain’s games industry, continue to surprise in their ongoing battle with corporate Goliaths of national chains. James Batchelor and Nindie.com bring a rundown of the best indie stores around the nation…
CHIPS
GRAINGER GAMES
CHIPS maintains its position as one of the UK’s largest independent games retailer, with almost 30 stores spread out all over the country encompassing a mix of company-owned stores and franchised outlets. As it celebrates its 24th year in business, CHIPS’ store count is set to grow even more as the firm strives to match the might of national chains. Only two weeks ago, the indie’s MD told MCV that former GAME and Gamestation staff were enquiring about how they can set up their own franchise. The company also works to stay at the forefront of games retail, trying new initiatives such as the interactive Xplace information kiosks in five of its stores, and maintains a strong web presence with longrunning site www.chipsworld.co.uk. 0870 013 0028
The winner of the Best Independent category at this year’s MCV Industry Excellence Awards. Grainger Games has come a long way from its humble origins as a small stall in Newcastle’s Grainger Arcade back in 1997 – it now owns 26 stores around the North of England, with another to be opened later this month. Five of its stores were only opened last year as Grainger continues to expand in line with its ambitious three-year expansion programme and draws ever nearer to crossing the line between indies and nationals. Grainger Games prides itself on its strong customer proposition and its vibrant branding, as well as the close working relationships it has forged with many of the leading players in the industry. 0191 218 1827
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BRITAIN’S BEST INDIES BARKMAN COMPUTERS
CONSOLE CONNECTIONS
Barkman Computers was first founded by Nick Elliot way back in 1987 and is now celebrating its 23rd year in business – not bad for a single store. Operating out of Surrey’s Kingston Upon Thames, the outlet is something of a rarity in the indie scene thanks to its focus on new product, and lack of a second-hand business. Barkman also boasts a more diverse range of titles, including hard-tofind delisted games, and a broad customer base of loyal regulars. 0208 546 5941
First established in 1992 by Mark Conacher and Fiona Stafford, the Console Connections empire consists of two stores: one in Truro, Cornwall and the other in Barnstable, Devon. Both outlets sell a range of used and new products, with a three-day exchange policy on all products sold. Its management team work hard to give the two stores a professional look, but are keen to maintain the special indie atmosphere that has proven to be so welcoming to customers. 01271 379557
DVD.CO.UK
ECLIPSE ENTERTAINMENT
Since its inception back in 2001, DVD.co.uk has extended its reach beyond the shores of the UK – it now ships products all over the world, including the US, Japan, Australia and a multitude of European countries. DVD.co.uk’s tempting offers on new games has drawn plenty of consumers to its pages, as has its Pre-Release Price Promise, whereby it will maintain or lower the charge for preordered goods as the price fluctuates towards the game’s release. www.dvd.co.uk
The Lancashire-based independent was originally set up in 1994 by Steven Ireland, who has since hired a wealth of talent to grow his business. This team took the firm from strength-to-strength, peaking in 2002 when there were four Eclipse outlets in the region, catering for gamers in Blackpool, Cleveleys, Kirkham and Preston. While the company has sold its Kirkham and Preston branches in recent years, it is still considered to be one of the UK’s leading independents. 01253 820800
GAME ON
GAMES BASEMENT
Game On was first set up in 1997 and provides Saffron Walden with more than just the traditional range of video games and consoles: it also sells the full Games Workshop and Magic: The Gathering lines, as well as other trading cards and collectables, capitalising on the massive crossover between these audiences and gaming fans. The firm boasts a discount loyalty scheme that has over 5,000 members, a key pillar in its great customer service offering. 01799 506070
Games Basement is an indie retailer that takes the competititve mail order market very seriously. Not only does the site offer a wide range of the latest games, it also offers a variety of import titles, free delivery on all products and a range of other interesting services. Gamers can trade in their old titles for loyalty points as part of an overall loyalty card scheme, where every purchase yields points that can result in further discounts. The site even offers a gift-wrapping service. 0845 643 5546
www.nindie.com
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BRITAIN’S BEST INDIES GAMES CENTRE
DISKS & DISCS
Founded in 1996 by Robert Lindsay, this company holds the title of Scotland’s largest indie chain, thanks to its six High Street stores. Games Centre’s latest outlet opened in Airdrie in July last year and each store boasts deeply knowledgeable gamers and competitive pricing. They are all open seven days a week and supported by www.gamescentre.co.uk. 01236 752348
Disks & Discs operates out of a single store in Stafford, but thanks to its prominent High Street location it’s a rather successful one. The indie prides itself on offering a truly comprehensive range of products, ensuring that every new release appears in store at launch. As a result Disks & Discs has seen great hits with games that fewer nationals stocked. 01785 214098
GAMESEEK
GAMESTERS/THE COOL SPOT
The brainchild of MCV Retail Advisory Board member Stephen Staley, Gameseek is one of the UK’s fastest-growing online games stores. The site has been trading since 2002 and offers a full range of games, as well as DVD players, Blu-ray films and even toys. Its flexible payment options and efficient shipping have made the site highly popular with gamers. www.gameseek.co.uk
Started in 1993, this twin-brand chain currently operates out of three locations, with Gamesters stores in Rotherham and Scunthorpe and a Cool Spot outlet in Doncaster. Despite the two different names, the stores offer the same services, from pre-owned games to console and disc repairs. The company is also developing a two-pronged web presence. 01302 761656
GAMEXCHANGE
GROOVES
GameXchange boasts no less than five stores around the country. Of all the outlets it has, the jewel in the GameXchange crown is the Stretford branch, which boasts a shop floor size that many indies can only dream of: 1,300 sq ft. This allows it to stock plenty of the latest games and merchandise, and dedicated impressively prominent areas to key titles. 0870 746 6070
Operating out of a single store in Kirkwall on Scotland’s Orkney Islands, this indie is primarily a records and music store. However, the popularity of games has led it to branch out and stock hardware, software and accessories for all major formats. It also runs a trade-in system, rewarding customers with discounts against future purchases. 01856 872239
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BRITAIN’S BEST INDIES MAY CONTAIN FUN
POWERPLAY DIRECT
Perhaps better known as EverythingPlay.com, May Contain Fun is currently finalising plans to rebrand its website. As of June 1st, the firm will be known as FindAddBuy.com, a makeover that will see the launch of a new logo, revised navigation system and a site redesign. Launched as recently as April 2007, May Contain Fun’s site is a relatively new indie on the scene but is no less prominent. www.findaddbuy.com
This online entertainment specialist continues to run one of the best looking indie sites out there. Consumers can pick from a strong range of games, consoles and more, as well as additional products including DVDs, music, books and gadgets. Powerplay Direct operates out of its headquarters in Eastbourne and also boasts two large High Street stores in Leicester and Hereford. www.powerplaydirect.com
SEEDEE JONS
SHOPTO.NET
SeeDee Jons began in 1993 as an independent music retailer, before becoming an Apple authorised reseller and moving to larger premises in Jersey. As the games industry grew, owner John Holley worked to bring SeeDee into that market. The company now sells a range of PS3, Xbox 360 and Nintendo products, while a dedicated games buyer ensures SeeDee Jons always has the latest titles in stock. 01534 769405
Popular site ShopTo.net is run by MCV Retail Advisory Board member Igor Cipolletta, who is supported by a team of 16 enthusiastic staff. The successful company is expecting a turnover of around £23 million in its current financial year and plans to increase this by at least 35 per cent in the following year. It is currently gathering more than 3,000 new customers every week. www.shopto.net
SIMPLY GAMES
THE GAMES EXCHANGE
This well-respected online-only indie retailer hopes to double its business on last year, having managed to achieve this for the past two years running in spite of the recession. Simply Games is also looking into the possibilities of downloadable games, potentially moving away from its current focus of engaging with customers through console sales. www.simplygames.com
Having begun as a market stall more than a decade ago, The Games Exchange now operates out of two branches in Wales. The company trades in both new games and retro stock, as well as other gaming merchandise. The Games Exchange also offers a multi-tiered loyalty card, with discount rates ranging from three per cent for newcomers to seven per cent for gold members. 01745 336644
IN ASSOCIATION WITH NINDIE.COM Nindie.com was set up in 2006 as a community for the independent retailers of Nintendo. The service introduces a number of innovations to aid smaller retailers who sell Nintendo products. www.nindie.com 0870 027 8700
www.gamescom-cologne.com
Largest trade fair and event highlight for interactive games and entertainment
CELEBRATE THE GAMES 18 – 22/8/2010 COLOGNE
ess: plete succ m o c a s a 2009 w gamescom countries rs from 31 o it ib h x e • 458 isitors 245,000 v n a visitors th re o •M onal trade ti a rn te in 45% untries • Approx. om 49 co fr ts s li a rn u • 4,100 jo
Koelnmesse Ltd. 4th Floor, 205/207 City Road London EC1V 1JN, Great Britain Phone: +44 20 75 66 6340 Fax: +44 20 75 66 6341 info@koelnmesse.co.uk
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Development kings The widely-read list of the world’s most successful game studios, the Develop 100, was published by MCV’s sister magazine Develop last week. Here, we provide a summary of the list – plus analysis from GfK Chart-Track’s business group director Dorian Bloch…
WE TOOK UP the challenge of coding every game that sells in the UK back in 2004 and by the launch of the first Develop 100 co-produced wiith ChartTrack (covering sales in 2005) we had coded up around 10,000 products. Roll on to the end of 2009 for the latest edition and this had risen to 17,500 products, all with developer credit to an independent or publisherowned studio and a country of coding origin. This means that we have probably the most accurate database of titles anywhere in the world. Sure, this is applied to sales in the UK, the third largest gaming market in the world and therefore cannot account for the cultural differences that would apply if we included USA and Japan. Nevertheless, this makes for a fascinating account of what actually sells in the UK, coupled to developer share rather than the more traditional publisher share of the market which is reported the world over. We recognise the importance of giving credit where its due which is why every week
we list the developer against each title in our standard weekly report, as seen on our website and as subscribed to by just about every publisher active in this market. The international profile of the various charts for video games is higher than ever. Some publishers and developers are now reaping the benefits with the monthly syndicated reports that rank developers according to their ongoing performance in the UK charts. Get in touch if you want more regular updates – you’ll receive a full monthly report for free to give you an idea of what’s on
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fifth in the best sellers list. No.2 was GTA: San Andreas, the defining moment from the previous PS2 generation back in 2004. So three Nintendo firsty-party titles on single formats occupy slots in the all time top five volume sellers. A pretty impressive feat. And all of the above is before we even mention Wii Sports, which is bundled with every Wii console and found a place within one in four UK homes by the end of 2009. The Nintendo Wii’s installed base is 6.5m in the UK and therefore 6.5m copies of Wii Sports.
By the end of 2009 one console per person in the UK had been sold, with cumulative console sales since ‘95 at 61m and the UK’s population at around 61.5m last year.
offer (the monthly ranking of publisherowned and independent studios, the top titles by format and even a sales breakdown by territory). Ad-hoc reports are available on developer’s own titles – or its competitors’.
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By the end of 2009 one console per person living in the UK had been sold (cumulative console sales since 1995 are around 61m and UK population in 2009 was around 61.5m). UK DEVELOPER TRENDS
STAT ATTACK
Let us cast our minds back to 2007, the first year when we had all of the current generation systems in place and the start of Nintendo’s domination of the No.1 developer spot, now three years running. Nintendo’s domination signalled the widening ‘casual’ demographic in the traditional console gaming market, with games like Dr Kawashima Brain Training on DS plus Wii Fit and Wii Play. By the end of 2009 Dr Kawashima was still the biggest selling stand-alone game of all time in the UK (3.5m units) while Wii Fit and Wii Play held fourth and
The most popular format across all developers in 2007 turned out to be Xbox 360 with 21 per cent. That was followed by DS with 20 per cent, PS2 with 17 per cent, Wii with 15 per cent, PS3 with ten per cent, PC ten per cent and PSP seven per cent. In 2009 the percentage share has changed dramatically, with Xbox 360 continuing to climb (28 per cent), Wii holding steady (24 per cent, up from No.4 to No.2), PS3 doubling (21 per cent, up from No.5 to No.3), DS declining four per cent (16 per cent, down from No.2 to No.4), PC also down four per cent (at No.5), then PSP (three per cent) and PS2 (two per cent). When looking at all products sold in 2007 the share for independent studios was 39 per cent (with 61 per cent being publisher owned). In 2009 this had dropped to 36 per cent independent (64 per cent publisherowned), so not a huge decline.
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However, the bigger difference is highlighted in the number of independent studios within the Top 100 – almost half in 2007 (48) compared to just over two-fifths in 2009 (42). Games produced in the top four territories (USA, Japan, Canada and UK) accounted for 90 per cent of all units sold in 2007 and 89 per cent in 2009 and in descending order for 2009 they are USA at No.1 (32 per cent), Japan No.2 (27 per cent), UK No.3 (18 per cent), and Canada No.4 (13 per cent). Within these numbers USA and Canada have remained stable, Japan has gained 1.2 per cent and UK has lost 1.4 per cent. Within the UK, independent studios accounted for 42 per cent, publisher owned 58 per cent. Indie share has actually increased dramatically over
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the fastest-selling game of all time in the UK: Modern Warfare 2. Launch was on Tuesday, November 10th 2009 and on Wednesday, November 11th GfK Chart-Track was the first territory in the world to break the news on day one sales – 1.23m at £47.7m. The 24hour sell-through number beat the entire first week on sale for the previous record holder (Rockstar’s GTA IV sold through 927,000 – or £39.9m worth – in its five-day launch week). It is amazing to note that in terms of the day one sell-through, the UK accounted for a massive 26 per cent of the 4.7m estimated to have sold through in the UK and USA. So for the launch week we tracked the sales on a daily basis for Activision and we were again the first to break the news that MW2 racked up 1.78m units and generated £67.4m in the UK
Within Canadian-made games 82 per cent of product sold is by a publisher-owned studio – that’s no surprise given the many studio investments in the region.
2008 (36 per cent). Reasons for this stem from the huge effect that Rockstar’s GTA IV had on UK developer market share in 2008 and is also due to new products in 2009 such as Virtua Tennis 2009 (Sumo Digital/Sega), F1 2009 (Sumo Digital/Codemasters), but moreover in Q3 ’09 the mega-hit Batman: Arkham Asylum (Rocksteady Studios/Eidos-Square Enix) and also NFS: Shift (Slightly Mad Studios/EA). Also of note is Asylum’s Peppa Pig: The Game, a notable success on DS and Gusto Games’ Wii version of Ashes Cricket 2009. Within Canadian-made games a massive 82 per cent of product sold is by a publisher-owned studio, the most top-heavy of all four territories, but something that will come as no surprise given the investment over the years by EA, Ubisoft, Activision and others in that region. Products such as FIFA 10 (EA Canada), Assassin’s Creed II (Ubisoft Monteal) and Prototype (by Activision-owned Radical) spring immediately to mind. A MODERN MARVEL
Infinity Ward’s placing at No.2 this year cannot go without comment. It made
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during week one. Putting that in perspective, Infinity Ward and Activision’s title grossed almost twice as much as the entire entertainment software market in the previous week. The Xbox 360 version of MW2 was the lead format, sold over a million UK units in week one and grossed £38.5m itself – more than the entire market for the previous week. By the end of 2009 MW2 had amassed eight straight weeks at No.1 and moved from simply within the Top 10 to being the No.3 cumulative unit seller (2.93m) and the No1. revenue generator (£112m) in the history of UK video gaming. Thanks to MW2 2009 was the year where the traditional ‘core-gamer’ market proved that a high quality gaming experience could generate sales of such magnitude, that all other entertainment day one and five-day entertainment industry box office, book and video game sell-through records were eclipsed. Ultimately a studio is judged on the sales success of their games – so why shouldn’t they be recognised for it? The Develop 100 is a fascinating report for all publishers and developers. www.chart-track.co.uk
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100
NINTENDO – £203.63m ................................................................................... INFINITY WARD – £125.58m.................................................................................. EA CANADA – £100.99m........................................................................................ UBISOFT MONTREAL – £59.71m .......................................................................... FOUNDATION 9 – £36.83m ................................................................................... SEGA – £35.93m....................................................................................................... CAPCOM – £31.87m ................................................................................................. TREYARCH – £30.99m............................................................................................ YUKE'S – £30.06m .................................................................................................. LEVEL 5 – £29.14m.................................................................................................. TRAVELLER'S TALES – £28.52m......................................................................... NEVERSOFT – £22.01m .......................................................................................... KONAMI DIGITAL ENT. – £21.48m ........................................................................ TURN 10 STUDIOS – £20.79m............................................................................... CODEMASTERS – £19.20m .................................................................................... BUNGIE – £19.04m................................................................................................... SLIGHTLY MAD STUDIOS – £17.65m ................................................................... VICARIOUS VISIONS – £17.46m............................................................................ VISCERAL GAMES – £16.48m ............................................................................... ROCKSTAR NORTH – £16.30m ............................................................................. THE SIMS STUDIO – £16.22m................................................................................ VALVE – £16.15m ...................................................................................................... NAMCO – £15.63m ................................................................................................... ROCKSTEADY STUDIOS – £15.26m ..................................................................... EA TIBURON – £14.41m........................................................................................... EA BRIGHT LIGHT – £13.61m ................................................................................. UBISOFT FRANCE – £13.35m ................................................................................ EA BLACK BOX – £13.29m ..................................................................................... NAUGHTY DOG – £13.12m ...................................................................................... SPORTS INTERACTIVE – £12.81m ........................................................................ LONDON STUDIO – £12.25m ................................................................................. GUERRILLA GAMES – £11.27m.............................................................................. BETHESDA – £10.83m............................................................................................. RADICAL – £9.92m .................................................................................................. VOLITION – £9.76m ................................................................................................. MAXIS – £9.54m ...................................................................................................... GEARBOX SOFTWARE – £9.45m ......................................................................... HARMONIX – £9.20m.............................................................................................. 1ST PLAYABLE – £8.88m...................................................................................... PANDEMIC STUDIOS – £8.81m ............................................................................. GAME FREAK – £8.70m.......................................................................................... BIOWARE – £8.63m................................................................................................. ENSEMBLE STUDIOS – £8.54m ........................................................................... A2M – £8.43m .......................................................................................................... SONIC TEAM – £8.30m .......................................................................................... KUJU ENTERTAINMENT – £8.29m ...................................................................... CAT DADDY – £7.88m............................................................................................. HB STUDIOS – £7.79m ............................................................................................ UBISOFT ROMANIA – £7.05m............................................................................... RAVEN SOFTWARE – £7.03m................................................................................ EPIC GAMES – £7.02m............................................................................................ KROME STUDIOS – £7m......................................................................................... INSOMNIAC – £6.74m.............................................................................................. MEDIA MOLECULE – £6.43m ................................................................................ ROCKSTAR LEEDS – £6.15m.................................................................................. LUXOFLUX – £5.87m .............................................................................................. HUDSON – £5.78m................................................................................................... TECHLAND – £5.59m.............................................................................................. CREATIVE ASSEMBLY – £5.53m .......................................................................... COOKING MAMA LIMITED – £5.52m................................................................... FREESTYLEGAMES – £5.23m ............................................................................... SUCKER PUNCH – £5.20m .................................................................................... MIDWAY – £5.12m..................................................................................................... EA LA – £5.06m ....................................................................................................... TRANSMISSION GAMES – £5.05m ...................................................................... GRIN – £5.03m ......................................................................................................... EXIENT – £4.81m ...................................................................................................... EA DICE – £4.61m..................................................................................................... INIS – £4.54m ........................................................................................................... ASYLUM – £4.43m................................................................................................... RESPONDESIGN – £4.33m..................................................................................... REBELLION – £4.23m ............................................................................................. EA SALT LAKE – £4.16m......................................................................................... BLACK ROCK STUDIOS – £4.03m........................................................................ HEAVY IRON STUDIOS – £4m............................................................................... MONKEY BAR GAMES – £3.92m .......................................................................... TERMINAL REALITY – £3.90m............................................................................. CRYSTAL DYNAMICS – £3.88m............................................................................ SORA – £3.86m........................................................................................................ BLIZZARD – £3.85m ............................................................................................... CRITERION GAMES – £3.80m............................................................................... BIG FISH GAMES – £3.80m ................................................................................... POLYPHONY DIGITAL – £3.79m ........................................................................... GENIUS SONORITY – £3.77m................................................................................ N-SPACE – £3.74m ................................................................................................... MAGIC POCKETS – £3.72m.................................................................................... BEENOX – £3.62m ................................................................................................... MONOLITH – £3.59m .............................................................................................. EUROCOM – £3.53m................................................................................................ MIDWAY NEWCASTLE – £3.48m .......................................................................... ROUTE 1 GAMES – £3.39m .................................................................................... LIONHEAD STUDIOS – £3.39m............................................................................. RELIC – £3.24m ........................................................................................................ ALTRON – £3.22m.................................................................................................... WIZARBOX – £3.20m .............................................................................................. SLAM PRODUCTIONS – £3.20m........................................................................... GUSTO GAMES – £3.18m ........................................................................................ HIGH VOLTAGE – £2.83m ...................................................................................... ROCKSTAR SAN DIEGO – £2.82m........................................................................ 5TH CELL – £2.78m ................................................................................................
In association with:
DEVELOP 100: # 1 - # 100
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SPLIT/SECOND FOCUS
Marketing Velocity Disney says Split/Second: Velocity is one of the most innovative racing games of recent times, and is backing the release with an equally creative advertising push. Christopher Dring speaks to marketing boss Keely Brenner to discover the thinking behind the campaign…
Disney’s UK marketing boss Keely Brenner (right) has recruited England star Shaun Wright-Phillips (above) as a part of the firm’s innovative marketing campaign for Split/Second: Velocity
SPLIT/SECOND: Velocity is a major release for Disney. It is well on-course to be the publisher’s most successful original gaming IP todate. Not only is it a spectacular looking game, but the early response from the critics have been overwhelmingly positive, with many suggesting the game could be the kick in the tyres the racing genre desperately needed. “It’s a fantastic game from an incredibly talented studio, and we hope that people will enjoy playing it as much as we do,” says head of marketing for UK and Ireland Keely Brenner “Right from when the product was first green-lit, Disney and Black Rock set out to ensure that Split/Second would bring something ground-breaking to the racing genre, whether this be the introduction of a unique back-of-car HUD or the blockbuster movie style action sequences triggered in the power-plays.” THINKING CREATIVELY
Innovation has been key to Disney’s games strategy. Upcoming titles such as Epic Mickey are unique, while even the firm’s movie licences – such as Toy Story 3 – are filled with inventive ideas. Split/Second: Velocity is no different. From unique ‘power-plays’, where gamers can collapse bridges or topple towers
and Disney has been creative in this with a simple press of a button, to a space, too. Along with the aforementioned clever on-screen display that could influence how racing games are made in create-an-add competition, the publisher has produced editorial-style spots for MTV. the future. And it is this innovation that has helped inspire the game’s marketers. In these ads an actual MTV presenter is on-screen as if they’re reporting directly “We have mirrored this innovative from the Split/Second set itself. approach in our marketing for two key But it’s not just been about showing reasons, firstly the game is visually off the pretty graphics, with Disney stunning, so we have gone for high wheeling the latest code around to impact formats across the board to best some of the UK’s biggest events in a bid show this off, from web takeovers to hito get the game into consumer hands. def cinema ads, and secondly because “This has always been a priority for we want to ensure our marketing standsus,” continues Brenner. out from the competition,” adds Brenner. “One such example of The racing genre needs the creativity is the video shaking up and our mash-up application whereby you can create advertising shows how your own Split/Second race Split/Second has done this. sequence online using Keely Brenner, Disney Interactive sections of game footage, “We had confidence in the product and enter it into a competition. The winner is given the chance to go into an from the outset and felt the best way to form an opinion is to play it, hence the edit suite and actually have their final presence at events like the Eurogamer movie used for a UK TV ad spot. Expo, the Gadget Show Live and the “There’s been comments recently Modified Nationals show later this month. that the racing genre needs shaking up “This also demonstrates the wide and our advertising shows how audience that we are able to reach – Split/Second has done this.” Eurogamer was primarily core gamers, HANDS-ON EXPERIENCE the Gadget Show live was a family and Split/Second’s attractive visuals have tech savvy audience, and the Modified made the game ideal for TV advertising, nationals are older male car enthusiasts.”
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Reaching out to a wider audience has been one of the key challenges for Split/Second. The game’s plaudits will have been noticed by the core gamer, but to reach a mainstream audience the firm has adopted multiple measures – including signing England footballer Shaun Wright-Phillips as the game’s ambassador. “Celebrity endorsements can help raise awareness, but you only see the true benefit when genuine relevance exists,” adds Brenner. “Wright-Phillips was an excellent choice for us, not only because it allows us to engage with the millions following the World Cup, but Shaun himself is a gamer, and was incredibly enthusiastic about being involved.”
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SECOND NATURE
Split/Second: Velocity has some stiff competition in the racing genre. This year alone there’s a plethora of big name racers, from Need for Speed to Gran Turismo, plus new IP such as Blur. But Disney no longer sees itself as a small player in games. Even in competitive genres, Disney is confident it can beat its bigger rivals. And with such high production values, innovative gameplay and creative marketing, there’s every reason to believe they could do it.
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EUROGAMER EXPO 2010
Show business Momentum is already building for this October’s Eurogamer Expo. HMV has signed up as official retail partner, and the event organisers have added a two-hour preview for media and trade. Christopher Dring speaks to Eurogamer chief Rupert Loman to find out more… Eurogamer boss Rupert Loman says the 2010 Expo will be bigger than ever, and he expects the show to sell out in record time.
How would you evaluate last year’s Eurogamer Expo? Eurogamer Expo 2009 was a huge success. We tripled our attendance from 2008, attracted some fantastic mainstream press coverage – including GMTV, Radio 1 and BBC Breakfast – and easily had the best selection of exclusive playable games of any UK event last year. The developer sessions included the first UK showings of Brink and Splinter Cell: Conviction as well as interesting talks from the likes of Heavy Rain creator David Cage and Chet Faliszek from Valve. In what ways is the 2010 show going to be better? Moving to Earls Court, this year’s event is another step-up in terms of scale but we’re also going to be running more activities alongside the main gaming arena such as tournaments, a press and retail preview session, industry and consumer conference elements and a party too. In addition, we’re starting to attract interest from other technology brands, and with the new ways of playing games being introduced this year – such as Project Natal, PlayStation Move, 3D and so on – this year’s event is shaping up to be fantastic.
With the move to Earls Court, are you confident the event will sell-out? In less than two weeks we’ve sold more than 2,000 tickets and we’re hugely confident of selling out this year’s event in record time. There really is an insatiable demand from the Eurogamer audience for these events.
everyone concerned and we’re very happy that they’ve committed to a multi-year partnership. Publishers get to sell their games on-site so the show is starting to become a revenue opportunity, while gamers who come down to the event and want to take home a game or two can now do so. On top of that, the promotion that HMV offers the event through their stores and website allows us to reach out to an even wider audience than just Eurogamer users.
What was the thinking behind doing a trade and media preview? We had over 500 journalists attend last year and one piece of feedback we received was that without The response to the trade and a session to themselves media preview has been they weren’t able to cover the games as much as phenomenal. Next year we’ll they’d have liked. The look to expand it to a full day. media and trade preview Rupert Loman, Eurogamer will allow the industry and press to get hands-on with lots of games before the show opens to consumers – How are you promoting the the response so far since accreditation Eurogamer Expo this year? opened has been phenomenal so we’re We have a full-on communications definitely looking at expanding this aspect strategy for this year’s event. We have of the event to a full day next year. brought a PR person in-house, we’ll be appointing an agency to manage media You’ve partnered with MCV Award in the run up to the show and on-site. winner HMV for the Expo – what’s This of course is in addition to working the benefits of teaming up with a with the internal PR departments of retailer for an event such as this? sponsors and attendees, the press preview The HMV partnership is great for and other pro-active plans to work with
“
journalists ensuring we capitalise on every opportunity and this year’s coverage will far surpass previous years. Has anyone signed up to showcase at this year’s Expo yet? We’ve already signed some fantastic titles from several top publishers but we won’t start announcing the games and speakers that will be at the event until after E3. We have already announced that we’re working with Sony, Microsoft and Nintendo to make the event happen in addition to the partnership with HMV. Why should publishers and developers be interested in the Expo this year? People should be excited about this year’s expo as we’ve established it as the key event for core gamers in the UK. The first two shows have allowed us to get to the stage where we are able to hire a huge space in Earls Court, start attracting international attention and even our own fringe events are starting to pop up. Industry people can get free tickets via expo.eurogamer.net and people should make sure October 1st to October 3rd are clear in their diaries.
”
MCV Xbox 5's Ad 2010_final
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© Disney. “2”,“ ” and “PlayStation” are trademarks or registered trademarks of Sony Computer Entertainment Inc. All rights reserved. Microsoft, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies and are used under license from Microsoft. Product names and/or visuals shown are of product currently in development and may be subject to change.
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28 MCV587_final:46 MCV515
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Sponsored by 28 MCV 14/05/10
WWW.MCVUK.COM
PERSONNEL
Former Sony exec joins Codemasters Macdonald named SVP at Codies Jagex appoints new CTO Hocking quits Ubisoft Side hires Ben Ryalls CODEMASTERS The UK publisher has hired JAMIE MACDONALD as its senior vice president of production. Macdonald was formerly the vice president of Sony Computer Entertainment Europe’s award-winning Worldwide Studios. The move is part of Codies’ ongoing efforts to strengthen its studio leadership. “In creating this role and bringing Jamie on board, we add further focus to the creative expertise of our Studio teams,” said the publisher’s brand SVP BARRY JAFRATO. Macdonald added: “This is an incredibly exciting time to
Macdonald says he is honoured to be joining Codemasters
become part of the Codemasters family and I am relishing the opportunity to work across the company’s globally appealing content on multiple platforms while exploring new delivery methods and revenue models.”
JAGEX The RuneScape developer has promoted NICK THOMPSON to chief technical officer. He has worked at the studio in various roles for the past five and a half years and steps up from his most recent position as head of core technologies. Thompson boasts over twenty years of experience in the games industry, having worked at Codemasters, MicroProse, Dreamforge Software and Simergy. “Jagex is an incredible place to work, full of fun, talented people and I am thrilled to
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have the opportunity to take on the role of CTO,” he said. “The chance to build on Jagex’s phenomenal success in such a key position is a privilege. I’m particularly looking forward to the prospect of evolving our market leading online game platforms and technology.” SIDE BEN RYALLS has joined the company as its new business development manager. He comes from a background based in business development, sales, marketing and finance. Ryalls will be responsible for promoting Side’s services, as
well as growing the firm’s overall business. UBISOFT CLINT HOCKING left his role as Ubisoft Montreal’s creative director after working there for nine years. He announced his departure on his personal blog, adding that his decision was based on the desire to try something new. He wrote: “I have no regrets about the step that brought me to Ubisoft. I am thankful that Ubisoft fostered a development atmosphere that I’ve felt so lucky to be a part of. I am proud of the hard work that I and my colleagues have done here.”
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RETAILBIZ RECOMMENDED GAMES PRICE CHECK CHARTS NEW RELEASES
SEA PARK TYCOON P32 Foreign Media Games’ latest DS sim allows players to manage a sea park EMERGENCY P32 Emergency service-inspired mini-games cater for mature DS owners CRUISE LINE TYCOON P32 Consumers can manage a cruise ship in this casual management sim from FMG
NINTENDO REACHES FOR THE STARS Mario returns in this latest Wii epic and summer blockbuster Super Mario Galaxy 2
P30
15 DAYS P33 Mamba Games returns with a new PC art theft adventure title ALL STAR KARATE P33 The latest in THQ’s All Star action series turns to martial arts
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RETAILBIZ: SUPER MARIO GALAXY 2 31 MCV 14/05/10
Gaming’s most recognised icon aims for the stars once more in the sequel to the highly acclaimed Super Mario Galaxy…
WWW.MCVUK.COM
by James Batchelor IF YOU DISCOUNT the plethora of karting, party, tennis, golf and other titles that he has lent his name to over the years, true Mario platform games are few and far between – but when they arrive they are always something special. The plumber’s latest outing, New Super Mario Bros Wii continues to fare well since its release last November, when it smashed Wii sales records in Nintendo’s home market of Japan. It’s also been a mainstay in the UK ChartTrack Top 20 since its release. But for Mario’s next hit, the platform holder is returning to the character’s space-age adventure, the critically acclaimed Super Mario Galaxy. Galaxy 2 is more than just a variation on an already popular theme. The
“
original SMG was regarded as a masterpiece of platforming game design – even bagging the BAFTA for Best Game in 2008 – and the sequel is set to show that Nintendo still has plenty up its sleeves.
who even has a passing interest in video games needs to experience this title. It’s simply amazing.” STELLAR IDEAS
Gaming legend Shigeru Miyamoto has previously claimed that work on Galaxy 2 began We hope Super Mario Galaxy when the team were 2 will be the biggest Mario deciding what to do launch in the UK, bigger than with all of the creative Mario Kart Wii. ideas that didn’t quite Robert Lowe, Nintendo make it into the jampacked original. As such, he has promised that more “Super Mario Galaxy 2 is being than 90 per cent of the gameplay widely acclaimed as Mario’s greatest features included in Galaxy 2 will be adventure yet – which is saying brand new – rather than recycled from something, given the sheer quality of his the original Galaxy. previous outings – both on Wii and Most notably, Yoshi returns to the other Nintendo consoles,” says Nintendo scene. Mario can ride the athletic marketing manager Robert Lowe. dinosaur and use his new abilities to “We fully expect this game to be one reach new areas. For example, Yoshi of the biggest hits of the year, anybody
”
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RETAILBIZ: SUPER MARIO GALAXY 2 WWW.MCVUK.COM
MCV 14/05/10 32
GALACTIC CAMPAIGN Super Mario Galaxy 2 is Nintendo’s biggest release of the year so far, and as such will benefit from a similarly astronomic marketing plan. Nintendo marketing manager Robert Lowe said: “Galaxy 2 is the biggest launch of the year on Wii – and this is reflected in the campaign we’ve put behind it”. A 60-second trailer will be shown in cinemas nationwide during the run-up to the game’s release. These will run before some of this summer’s biggest family films.
can inflate like a balloon and float up to higher platforms or initiate a dash attack that sees him run twice as quickly. Mario himself also has some helpful new skills, courtesy of the two suits that debut in Galaxy 2. The Rock Mario power-up transforms the plumber into a rolling boulder that can smash through enemies and obstacles, while Cloud Mario can create floating platforms in the air to access new areas. There is also a Cosmic Guide available, which is similar to the Super Guide found in New Super Mario Bros Wii. This enables less experienced players to either watch how each star can be collected, or allow an AI-controlled Mario to complete the task for them, improving Galaxy 2’s accessibility. COUNTDOWN TO LAUNCH
As with the original, Super Mario Galaxy 2 is a major release – not just for
the Wii, but also for Nintendo. The company has enjoyed a number of evergreen hits in recent years, and is working hard to ensure that this title continues that success. In addition to the extensive marketing Nintendo has planned (see ‘Galactic Campaign’), Nintendo is bundling a tutorial DVD with the game full of beginner’s tips for those who are new to the game. Given the title’s universal appeal, Nintendo is also confident that Galaxy 2 could prove to be the biggest Mario release in its history. The last Galaxy sold 700,000 units in the UK and was hailed as one of the greatest games ever, with a 97 Metacritic rating. This new title is already on course to match that critical acclaim, with a 10/10 from Edge and a 97 per cent score from Official Nintendo Magazine.
RELEASED: JUNE 11 FORMATS: WII PUBLISHER: NINTENDO DEVELOPER: NINTENDO EAD PRICE: £39.99 DISTRIBUTOR: OPEN CONTACT: 01753 483000
“We hope this will be one of the biggest Mario launches in the UK to date,” says Lowe. “Mario Kart Wii is the current record holder, and the buzz around Galaxy 2 is even bigger. “It’s a very different type of game but we think the gaming public will be astounded how the EAD team have managed to improve on a virtually flawless predecessor. We also hope that those people who entered the Mario world with New Super Mario Bros Wii will make the next step onto Super Mario Galaxy 2 and find it as amazing as astounding and beautiful as we have.”
A pre-launch campaign will also take over all major gaming sites, with creative targeted at both longtime gamers and loyal Mario fans. A massive three-week TV campaign will kick off from Galaxy 2’s launch week, with advertisements running on key terrestrial and satellite channels. This will be accompanied by a separate ad campaign targeted specifically at children’s programming, raising awareness among young gamers as the summer holidays approach. A second burst of TV advertising will run throughout July to maintain awareness of Super Mario Galaxy 2’s release. A huge range of POS will be available to retailers, utilising the eye-catching artwork and familiar character to showcase some of Galaxy 2’s key features.
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RETAILBIZ: SEA PARK TYCOON / EMERGENCY / CRUISE LINE TYCOON 32 MCV 14/05/10
WWW.MCVUK.COM
A trio of new releases from Foreign Media Games kicks off with management sim Sea Park Tycoon… by Dominic Sacco
RELEASED: JUNE 25 FORMATS: DS
SEA PARK Tycoon allows players to build their own sea park and fill it with a plethora of animals to attract visitors. Foreign Media Games is targeting the six to 19-year-old demographic as well as females aged 20 to 49 with this title, and believes it could prove popular at retail upon its June 25th release. The game aims to capture the excitement of a real sea park, allowing users to buy and look after creatures, build attractions, hire staff and ensure customers are happy. A series of mini-games also enable users to look after animals, clean their
PUBLISHER: FOREIGN MEDIA GAMES DEVELOPER: MOST WANTED ENT PRICE: £19.99 DISTRIBUTOR: CONNECT INTERNATIONAL CONTACT: 01922 649 868
tanks and rearrange extras to change the flow of the gameplay. As gamers progress they can unlock bigger animals including the giant squid, manatee and hammerhead shark. There’s even the option to train sea lions, dolphins and orcas to keep the park as exciting as possible.
Players can take on the role of a firefighter while on the move with DS strategy title Emergency… by Dominic Sacco
RELEASED: JUNE 25 FORMATS: DS
REAL LIFE gaming sims appeal strongly to the DS’s strong casual user base – and Foreign Media Games is targeting the mature casual player with life-saving sim Emergency. The game follows the day-to-day challenges of various emergency services including police and fire fighters, pitting players in a variety of dangerous situations. Publisher Foreign Media Games says users will need nerves of steel and strategic skills to perform the tasks, which include saving victims from
PUBLISHER: FOREIGN MEDIA GAMES DEVELOPER: MOST WANTED ENT PRICE: £19.99 DISTRIBUTOR: CONNECT INTERNATIONAL CONTACT: 01922 649 868
burning buildings, clearing the scene after a traffic accident and preventing a petrol station from being robbed. Emergency boasts 16 missions within five scenarios – ‘earthquake’, ‘forest fire’, ‘airport disaster’ and ‘in the city’. It hits retail on June 25th.
Simulation fans are catered for with Foreign Media Games’ Cruise Line Tycoon… by Dominic Sacco
RELEASED: JUNE 25 FORMATS: DS
FOREIGN MEDIA Games is giving DS owners the chance to take control of a luxury cruise liner as it sails across the ocean with Cruise Line Tycoon. Players can build cabins and plan entertainment facilities, chart the ship’s course, hire staff and even buy and sell multiple ships. Exotic journeys include traveling from Alaska to Monaco and even Hawaii to the Caribbean. Cruise Line Tycoon also features three mini-games – swimming pool supervisor, disco dancer and bar mixer – to break up the story. Gamers are able to play in either the challenging single-
PUBLISHER: FOREIGN MEDIA GAMES DEVELOPER: MOST WANTED ENT PRICE: £19.99 DISTRIBUTOR: CONNECT INTERNATIONAL CONTACT: 01922 649 868
player campaign mode or they can simply enjoy sailing across the open seas in free mode. Like the other upcoming releases from Foreign Media Games, the game is targeted at casual DS players. Cruise Line Tycoon goes on sale on June 25th.
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RETAILBIZ: 15 DAYS / ALL STAR KARATE WWW.MCVUK.COM
MCV 14/05/10 33
New art theft adventure title 15 Days is Mamba Games’ latest offering for PC gamers… by Dominic Sacco 15 DAYS follows a group of Robin Hood-like political activists who steal art from national galleries and donate their millions to charity. It’s the latest imaginative effort from Mamba Games, which has carved a niche in the budget PC game market with a series of titles including point and click adventure Black Mirror II and war simulation Kharkov 1943. Mamba says the narrative boasts two parallel storylines allowing action to rotate quickly between the four main characters, making the game faster paced than other titles in the publisher’s line-up. It also boasts 2.5-dimensional backgrounds with 3D characters. THE ARTS
Developer House of Tales has previous experience in the adventure games market with a back catalogue of IP including Overclocked – A History of Violence, The Mystery of the Druids and The Moment of Silence.
RELEASED: JUNE 25 FORMATS: PC PUBLISHER: LACE MAMBA GLOBAL DEVELOPER: HOUSE OF TALES PRICE: £29.99 DISTRIBUTOR: LACE MAMBA GLOBAL (NATIONALS), ADVANTAGE (INDIES) CONTACT: GLENN@LM-GLOBAL.NET (NATIONALS), 0121 506 9595 (INDIES)
15 Days revolves around Cathryn, Mike and Bernard – art thieves who sell on priceless pieces to give aid to development projects in Africa and other charities. A US special agent Jack Stern also crosses their path, who is investigating a murder. The game features a range of locales from Cape Town to Rhodes and even the London Museum – where the game’s protagonists must steal a painting of Winston Churchill. With its unique storyline, advanced lighting and graphical effects and cult appeal, 15 Days is set to capture the attention of PC adventure gamers when it’s released on June 25th.
New action game from THQ is next in the All Star IP and chops its way onto Wii as an exclusive… by Dominic Sacco
RELEASED: MAY 21 FORMATS: WII
ALL STAR KARATE is the first motion-based title on the Wii to integrate karate-based gameplay. It’s the latest in a line of All Star action games from THQ and promises players all the thrills of martial arts without getting bruised. The IP originally kicked off in 2008 with All Star Cheerleader. The game and its sequel both appeared on the Wii and DS. In All Star Karate , which is also Wii MotionPlus-compatible, players are thrust into the life of a young Karate novice whose attempt to save an elderly man from ninjas brings him face-to-face with a martial arts master, who shows him the ropes. BLACK BELT PLAYERS
Users are able to wield the Wii Remote and Nunchuck – or two remotes – to pull off realistic karate techniques in
PUBLISHER: THQ DEVELOPER: BLITZ GAMES PRICE: £19.99 DISTRIBUTOR: ADVANTAGE CONTACT: 0121 506 9585
order to progress their single-player career and attain all seven belts, including the prestigious black belt. Players can even spar with a friend in a challenge mode or create their own sequences with the ‘Kata’ editor. THQ is targeting the younger demographic with All Star Karate and says it aims to teach them real karate terminology and history in a fun way. The game features a variety of humorous challenges including catching flies within a time limit and slapping a Sensei to stop him from falling asleep. All Star Karate will be released for Wii on May 21st.
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RETAILBIZ: NEW RELEASES 34 MCV 14/05/10
WWW.MCVUK.COM
Check out MCVUK.COM/RELEASE-DATES for more
Heroic line-up strikes High Street After a slow start, May picks up with the release of heavy hitters such as No More Heroes 2 and Split/Second: Velocity. Also out is Red Dead Redemption, Prince Of Persia: The Forgotten Sands, Pure Football, UFC 2010 and more... TITLE
FORMAT
GENRE
PUBLISHER
TELEPHONE
DISTRIBUTOR
Wii PC DS DS DS PC XBOX 360 PSP / DS / Wii / PS3 / XBOX 360 PS3 / XBOX 360 DS DS PS3 / XBOX 360
Fighting Simulation Simulation Adventure Music Strategy Action/Adventure Action/Adventure Action/Adventure Simulation Action/Adventure Racing
THQ Excalibur Publishing Ghostlight South Peak Nintendo Mamba Games 505 Games Ubisoft Rockstar Foreign Media Games Disney Interactive Disney Interactive
0121 506 9585 01869 338833 01376 555 333 0121 625 3388 01753 483700 01273 202220 0121 506 9585 01279 822800 01279 822 800 0121 506 9585 0121 625 3388 0121 625 3388
Advantage Open Open Centresoft Open Lace Advantage Gem Gem Advantage Centresoft Centresoft
PC / PS3 / XBOX 360 Wii XBOX 360 / PS3 PC / PS3 / XBOX 360 PS3 / XBOX 360 PC Wii Wii Wii PC / PS3 / XBOX 360 Wii PC / XBOX 360 XBOX 360 / PS3 / PSP
Action Music Sports Racing Action Simulation Mini-games Action Casual Sports Action FPS Fighting
Sega Foreign Media Games 505 Games Activision Blizzard Namco Bandai Just Flight O Games Rising Star Games Atari Ubisoft Tecmo Koei City Interactive THQ
0121 625 3388 0121 506 9585 0121 506 9585 0121 625 3388 0121 506 9585 0845 234 4242 0121 625 3388 0845 234 4242 0121 506 9585 01279 822800 01462 476 130 01279 822800 0121 506 9585
Centresoft Advantage Advantage Centresoft Advantage Mastertronic Centresoft Mastertronic Advantage Gem Open Gem Advantage
DS DS XBOX 360 / PS3 / PC
FPS Sports Racing
South Peak Warner Games Black Bean
0121 625 3388 0121 625 3388 0207 456 0450
Centresoft Centresoft Tradewest
PC XBOX 360 / PS3 PC DS PC
Adventure Adventure Adventure Casual Simulation
Mamba Games 505 Games Ubisoft Nintendo Excalibur Publishing
01273 202220 0121 506 9585 01279 822800 01753 483700 01869 338833
Lace Advantage Gem Open Open
XBOX 360 / PS3 / Wii
Music
EA
0121 625 3388
Centresoft
DS DS XBOX 360 Wii
Platformer Mystery Action Platformer
THQ THQ 505 Games Nintendo
0121 506 9585 0121 506 9585 0121 506 9585 01753 483700
Advantage Advantage Advantage Open
MAY 21st All Star Karate Bus Simulator 2 Dancing on Ice Famous Jam with the Band Making History 2: War of the World MorphX Prince Of Persia: The Forgotten Sands Red Dead Redemption Restaurant Tycoon Sonny With A Chance Split/Second: Velocity
MAY 28th Alpha Protocol Armin van Buuren - In The Mix Backbreaker Blur Clash Of The Titans Class 20 Collection Great Party Games No More Heroes 2 Project Runway Pure Football Samurai Warriors 3 Sniper UFC Undisputed 2010
MAY MISC Dementium II Galactic Taz Ball SBK X
JUNE 4th I'm Not Alone Naughty Bear Prince Of Persia: The Forgotten Sands Rooms: The Main Building Space Shuttle Simulator
JUNE 8th Green Day: Rock Band
JUNE 11th Beat City Nancy Drew: The Model Mysteries Naval Assault: The Killing Tide Super Mario Galaxy 2
MUSTSTOCK .......................NO MORE HEROES 2 Released: May 28th Format: Wii Publisher: Rising Star Distributor: Mastertronic Contact: 0845 234 4242
The sequel to the cult hit from developer Suda51, No More Heroes 2: Desperate Struggle once again pits players against deadly assassins. Already reviewing well overseaes, this highly stylised title is sure to rack up strong sales in the UK.
THE FIRST REAL LIVING-ROOM DJ EXPERIENCE!
MUSTSTOCK .............SPLIT/SECOND: VELOCITY Released: May 21st Format: Xbox 360, PS3 Publisher: Disney Distributor: Centresoft Contact: 0121 625 3888
From the makers of the highly acclaimed Pure, Split/Second brings gamers racing with a difference. Players can overtake their opponents through pure skill or by initiating environment-based traps called Power Plays to destroy the other cars.
T: 01564 200948
www.foreignmediagames.com
sourcebook 2010 ad_v1:Layout 1
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ADVERTISERS BENEFIT FROM: Huge 20,000 print circulation, including distribution at Develop Conference in Brighton, Brand Licensing Show and London Games Conference
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Publishe d
July 9t h
Two-page entry: Advertising & Editorial Free additional page advert in any Intent Media title. (To be used before Jan 2011, excludes show issues)
50-week logo and contacts in MCV Sourcebook DPS One year listing in MCV Develop, PCR and Sourcebook DPS Year-round promotion on dedicated Sourcebook microsite
TOTAL PRINT RUN: 20,000 copies + 12 months online and print support
COST:
ÂŁ1,750 Sourcebook 2010 is published on July 9th with MCV. It is also included with Develop, Mobile Entertainment and PCR. Sourcebook is a low-cost promotional tool. Sectors covered include Creative & Promotional Services, Distribution & Logistics, International Distribution, Legal Services, Localisation, QA & Testing, Manufacturing Services, Recruitment, Software Development, and Gaming Accessories.
BOOK NOW To reserve your space in Sourcebook 2010 contact
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RETAILBIZ: HIGH STREET 36 MCV 14/05/10
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Sponsored by
POLL CAN BLACK OPS COME CLOSE TO THE SUCCESS OF MODERN WARFARE 2?
REVIEW SCORES MCV provides the most important average review scores of the last few days – all sourced from Metacritic...
84% PS3, EA
Lost Planet 2, 360, Capcom
31%
No
Yes
Alan Wake 360, Microsoft
83% 81% 68% 83% FIFA World Cup 2010,
69%
Nier, PS3, Square Enix
WarioWare DIY DS, Nintendo
The next instalment in Activision Blizzard’s hugely popular Call of Duty franchise, Black Ops, was announced two weeks ago and is scheduled for release this year. MCV asked readers whether it can come close to reaching the same degree of success that last year’s Modern Warfare 2 achieved at retail. Almost a third voted positively, with 31 per cent believing it can match the success of Modern Warfare 2. However a majority
of 69 per cent think it won’t be able to better Infinity Ward’s best-selling game of 2009 when it goes on sale globally on November 9th. Call of Duty: Black Ops is being developed by Treyarch, the same company who worked on 2008’s World at War, and many retailers have already priced the upcoming game at £54.99. Take part in MCV’s next poll at www.mcvuk.com
MARGIN MAKER
*Metacritic scores correct at the time of going to press
INDIE CHARTS - ALL FORMATS 1
2
THIS WEEK
LAST WEEK
1
3
4
TITLE/FORMAT
5
PUBLISHER
2010 FIFA WORLD CUP: SOUTH AFRICA FORMAT: 360
DEVELOPER: EA CANADA PUBLISHER: EA
2
NEW
2010 FIFA WORLD CUP: SOUTH AFRICA PS3
3
NEW
SUPER STREET FIGHTER IV 360
4
8
5
NEW
POKÉMON HEARTGOLD DS
EA CAPCOM NINTENDO
SUPER STREET FIGHTER IV PS3
CAPCOM
SPLINTER CELL: CONVICTION 360
UBISOFT
6
1
7
NEW
GOD OF WAR COLLECTION PS3
SONY
8
NEW
IRON MAN 2 PS3
SEGA
9
NEW
IRON MAN 2 360
SEGA
10
RE
BATTLEFIELD: BAD COMPANY 2 PS3
EA
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.
Chatman is a talking and moving PC gadget designed to act as a PC ‘friend’. It’s designed for today’s generation of online-savvy children and makes chat sessions, web surfing and gaming more fun by regularly voicing its own opinion. Chatman’s flashing LED lights, moving eyes and animated mouth accompany a voice which lets the user know what it’s
thinking and how it feels about the discussions exchanged. Its artificial intelligence also allows it to convey 500 actions and 25 customisable moods as well as three personalities. Owners can even create their own user account and upload custom chit-chats on mychatman.com. Recreation Group: 0118 973 6222
DEAL OF THE WEEK A 250GB Xbox 360 Elite with Final Fantasy XIII, Forza 3, Fable 2, Gears of War 2 and Halo 3: ODST is currently being offered by Play.com for £239.99. The pack also includes an extra wireless controller, saving customers a total of £190.
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RETAILBIZ: HIGH STREET WWW.MCVUK.COM
MCV 14/05/10 37 Sponsored by
PRICE CHECK [PRE ORDERS] 2010 FIFA World Cup 360, EA
TOP 10
Super Street Fighter IV PS3, Capcom
Iron Man 2 Wii, Sega
Splinter Cell: Conviction PC, Ubisoft
WarioWare DIY DS, Nintendo
£39.99
£29.99
£29.99
£29.99
£32.99
£39.99
£29.99
£29.99
£29.99
£32.99
2. RED DEAD REDEMPTION: LIMITED EDITION
£39.71
£19.71
£27.71
N/A
£27.71
3. HALO: REACH - LEGENDARY EDITION
£39.99
N/A
N/A
N/A
£29.99
4. LOST PLANET 2 + T-SHIRT
RED DEAD REDEMPTION: LIMITED EDITION
IN STORE: EXETER
360, ROCKSTAR PS3 ................................................................ROCKSTAR 360 ..............................................................MICROSOFT 360 ..................................................................CAPCOM
5. RED DEAD REDEMPTION
360 ................................................................ROCKSTAR
6. LOST PLANET 2 + T-SHIRT
ONLINE
PS3 ..................................................................CAPCOM
£34.91
£22.70
£22.00
£24.91
£31.13
£39.99
£24.99
£29.99
£24.99
£24.99
£39.99
£24.99
£29.99
£26.99
£26.99
£34.99
£24.99
N//A
N/A
N/A
7. RED DEAD REDEMPTION
PS3 ................................................................ROCKSTAR
8. 3D DOT GAME HEROES
PS3 ..............................................................SOUTHPEAK
9. HALO: REACH - COLLECTORS EDITION
360 ..............................................................MICROSOFT
10. DEMONS SOULS BLACK PHANTOM
PS3 ........................................................NAMCO BANDAI Week ending MAY 7th Source: SHOPTO.COM
FROM THE FRONTLINE This week’s frontline retailer is Nic Hills from Replay in Stevenage…
[PRE ORDERS]
TOP 10
How has the market been for you so far this year? This year has not been easy so far – footfall and turnover are slightly down. Perhaps this is due to the recession hitting people’s disposable income and continual pressure on margins from the internet and supermarkets. What has been performing well? What has been underperforming? PS3 has continued to grow for us and is catching up on 360 in sales, Wii has underperformed recently and PSP is struggling with limited quality releases. Most of our profits come from used games which provide the most stable and reliable source of turnover and income. What are the biggest challenges facing your store? To find ways to keep customers returning. We have expanded our product range and now stock chart CDs and DVDs, as well as a range of trading cards and T-shirts. We keep a consistently appealing range of stock, try to cater for casual gamers
RED DEAD REDEMPTION 360, ROCKSTAR 2. RED DEAD REDEMPTION: LIMITED ED
360 ................................................................ROCKSTAR
“I would like to be able to buy stock from our wholesalers cheaper than it is available on internet sites.” and also stock titles that supermarkets may not. What is the one thing you would change about games retail? I would like to be able to buy stock from our wholesalers cheaper than it is available on internet sites. I find these days I can source many new releases and a lot of back catalogue cheaper through
online retailers. I find myself buying stock from our ‘rivals’ over the internet because as a business I cannot justify spending more money to source it from our wholesalers.
3. RED DEAD REDEMPTION
PS3 ................................................................ROCKSTAR
4. ALAN WAKE: COLLECTORS EDITION
360 ..............................................................MICROSOFT
5. HALO: REACH - LEGENDARY EDITION
360 ..............................................................MICROSOFT
6. RED DEAD REDEMPTION: LIMITED ED
PS3 ................................................................ROCKSTAR
7. THE SIMS 3: AMBITIONS
PC ............................................................................EA
8. LOST PLANET 2
360 ..................................................................CAPCOM
9. HALO: REACH What are your hopes for 2010? For the election to inspire people to move on from the recession and create optimism to fuel high street spending.
360 ..............................................................MICROSOFT
10. UFC UNDISPUTED 2010
PS3 ........................................................................THQ Week ending MAY 7th Source: PLAY.CO.UK
38,39 MCV587_final:52-53 MCV572
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RETAILBIZ: RETAIL CHARTS 38 MCV 14/05/10
WWW.MCVUK.COM
Check out RETAILBIZ at WWW.MCVUK.COM
OFFICIALUKCHARTS NINTENDO DS THIS LAST WEEK WEEK
[1] [FULL PRICE]
TITLE
POKÉMON HEARTGOLD
2 3 4 5 6 7 8 9 10
POKÉMON SOULSILVER NINTENDO WARIOWARE D.I.Y NINTENDO NEW SUPER MARIO BROS NINTENDO PROFESSOR LAYTON & PANDORA’S BOX NINTENDO JEWEL QUEST: EMERALD TEAR GSP/AVANQUEST MARIO KART DS NINTENDO PEPPA PIG: FUN AND GAMES P2 GAMES DR KAWASHIMA’S BRAIN TRAINING NINTENDO MARIO & LUIGI: BOWSER’S INSIDE STORY NINTENDO
2 7 3 4 5 8 6 12 9
WII THIS LAST WEEK WEEK
TOP 40ALL
PUBLISHER
1
[ENTERTAINMENT - ALL PRICES]
DEVELOPER: NINTENDO PUBLISHER: NINTENDO
[2]
1
PUBLISHER
FORMAT: 360, PS3, Wii, PSP
DEVELOPER: EA CANADA PUBLISHER: EA
THIS WEEK
LAST WEEK
2
3
JUST DANCE Wii
3
9
COD: MODERN WARFARE 2 360, PS3, PC, DS
4
6
WII FIT PLUS Wii
5
8
BATTLEFIELD: BAD COMPANY 2 360, PS3, PC
6
2
SUPER STREET FIGHTER IV 360, PS3
7
7
WII SPORTS RESORT Wii
8
4
SPLINTER CELL: CONVICTION 360, PC
9
5
GTA: EPISODES FROM LIBERTY CITY PS3, PC, 360 ROCKSTAR
10
11
JUST CAUSE 2 PS3, 360, PC
[FULL PRICE] TITLE
2010 FIFA WORLD CUP SOUTH AFRICA
[3]
TITLE
PUBLISHER UBISOFT ACTIVISION BLIZZARD NINTENDO EA CAPCOM NINTENDO UBISOFT
SQUARE ENIX
1
NEW SUPER MARIO BROS.
11
18
GOD OF WAR III PS3
SONY
DEVELOPER: NINTENDO PUBLISHER: NINTENDO
12
20
IRON MAN 2 360, PS3, Wii, DS, PSP
SEGA
2 3 4 5 6 7 8 9 10
MONSTER HUNTER TRI CAPCOM MARIO KART WII NINTENDO 2010 FIFA WORLD CUP SOUTH AFRICA EA MARIO & SONIC: WINTER OLYMPICS SEGA SONIC & SEGA ALL-STARS RACING SEGA F1 2009 CODEMASTERS RED STEEL 2 UBISOFT IRON MAN 2 SEGA HASBRO FAMILY GAME NIGHT: VOL 2 EA
13
13
JAMES CAMERON’S AVATAR 360, PS3, Wii, DS, PSP, PC
14
15
FINAL FANTASY XIII 360, PS3
15
21
ALIENS VS PREDATOR 360, PS3, PC
16
19
NEW SUPER MARIO BROS WII Wii
17
23
ASSASSIN’S CREED II 360, PS3, PC
18
14
POKÉMON HEARTGOLD DS
19
16
FIFA 10 360, PS3, Wii, PS2, DS, PC, PSP
20
10
GOD OF WAR COLLECTION PS3
1 3 5 4 7 8 9 27 10
WII THIS LAST WEEK WEEK
TITLE
1 2 3 4 5 6 7 8 9 10
WII FIT PLUS WII SPORTS RESORT JAMES CAMERON’S AVATAR WII PLAY EA SPORTS ACTIVE MONOPOLY RABBIDS GO HOME CARNIVAL: FUNFAIR GAMES CARS: RACE-O-RAMA
RE
4 5 7 6 8 11
PC CD-ROM
[BUDGET PRICE]
JUST DANCE
2 3
[4]
THIS LAST WEEK WEEK
PUBLISHER
UBISOFT SQUARE ENIX SEGA NINTENDO UBISOFT NINTENDO EA SONY
[FULL PRICE]
TITLE
PUBLISHER
1
NAPOLEON: TOTAL WAR
NINTENDO
2
2
FOOTBALL MANAGER 2010
NINTENDO
3
3
THE SIMS 3
EA
UBISOFT
4
6
C&C4: TIBERIAN TWILIGHT
EA
NINTENDO
5
7
THE SIMS 3: WORLD ADVENTURES
EA
EA
6
5
BATTLEFIELD: BAD COMPANY 2
EA
7
1
SPLINTER CELL: CONVICTION
UBISOFT
8
20
JUST CAUSE 2
2K PLAY
9
9
WOW: LICH KING
THQ
10
10
DAWN OF WAR II: CHAOS RISING
DEVELOPER: UBISOFT (FRANCE) PUBLISHER: UBISOFT
[5]
DEVELOPER: XX PUBLISHER: SEGA SEGA
EA UBISOFT UBISOFT ACTIVISION BLIZZARD THQ
38,39 MCV587_final:52-53 MCV572
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RETAILBIZ: RETAIL CHARTS WWW.MCVUK.COM
MCV 14/05/10 39
ACTIVISION’s Modern Warfare 2 was at risk of
The top spot was held by EA’s FIFA World Cup.
tumbling out of the Top 10 for the first time since
The game dipped 34 per cent in sales this week,
its launch (which was six months ago), but heavy
but retail should expect sales to pick up as hype
price discounting from the likes of GAME has
builds for this summer’s tournament.
seen the title shoot straight up the charts into No.3, with a sales increase of 34 per cent.
Nintendo’s WarioWare D.I.Y performed well this week, rising to No.24 with a 109 per cent sales leap. Meanwhile, price activity saw sales of Invizimals
Despite the increase, the game couldn't dislodge Ubisoft’s Just Dance, which rose to
for PSP rocket 270 per cent, taking 28th position.
L FORMATS
THIS LAST WEEK WEEK
Highest New Entry
21
17
POKÉMON SOULSILVER DS
NINTENDO
22
28
HALO 3: ODST 360
MICROSOFT
23
22
SONIC & SEGA ALL-STARS RACING PS3, 360 Wii, DS
24
RE
WARIOWARE D.I.Y DS
25
24
FORZA MOTORSPORT 3 360
26
12
MONSTER HUNTER TRI Wii
27
26
NEW SUPER MARIO BROS DS
28
RE
INVIZIMALS PSP
29
SEGA NINTENDO
27
MARIO & SONIC: WINTER OLYMPICS Wii, DS
31
32
MARIO KART WII Wii
NINTENDO
32
37
PROFESSOR LAYTON: PANDORA’S BOX DS
NINTENDO
33
30
LEGO BATMAN PC, DS, PS3, 360, Wii, PSP
34
34
BAND HERO 360, PS3, Wii, PS2, DS
35
33
MEGA DRIVE ULTIMATE COLLECTION PS3, 360
SEGA
WARNER BROS ACTIVISION BLIZZARD SEGA
GSP/AVANQUEST
37
36
FOOTBALL MANAGER 2010 PC
38
RE
WOLFENSTEIN 360, PS3, PC
39
RE
WWE SMACKDOWN VS RAW 2010 360, PS3, PS2, WII, DS, PSP THQ
40
RE
COD4: MODERN WARFARE PS3, 360, WII
1 2 3 4 5 6 7 8 9 10
SEGA ACTIVISION BLIZZARD
ACTIVISION BLIZZARD
PUBLISHER
SIMS 3: DESIGN & HIGH-TECH STUFF DEVELOPER: THE SIMS STUDIO PUBLISHER: EA
2 5 4 3 6
MYSTERY CASE FILES: DIRE GROVE
RE
WOLFENSTEIN
10 7 9
ASSASSIN’S CREED
FOCUS
ROME: TOTAL WAR
GSP/AVANQUEST
SHUTTER ISLAND
CITY INTERACTIVE
WOW: BATTLE CHEST DRAGON AGE: ORIGINS
2 3 4 5 6 7 8 9 10
GTA: EPISODES FROM LIBERTY CITY GOD OF WAR III SUPER STREET FIGHTER IV BATTLEFIELD: BAD COMPANY 2 COD: MODERN WARFARE 2 JUST CAUSE 2 FINAL FANTASY XIII IRON MAN 2 ALIENS VS PREDATOR
3 4 2 5 9 6 7 14 12
DEVELOPER: EA CANADA PUBLISHER: EA ROCKSTAR SONY CAPCOM EA ACTIVISION BLIZZARD SQUARE ENIX SQUARE ENIX SEGA SEGA
[FULL PRICE] TITLE
ACTIVISION BLIZZARD EA Activision FOCUS
JEWEL QUEST MYSTERIES: HEART
GSP/AVANQUEST
THE DRACULA FILES
GSP/.AVANQUEST
PUBLISHER
1
2010 FIFA WORLD CUP SOUTH AFRICA
2 3 4 5 6 7 8 9 10
GRAN TURISMO LITTLEBIGPLANET IRON MAN 2 FIFA 10 ASSASSIN’S CREED: BLOODLINES FOOTBALL MANAGER 2010 BEN 10: ALIEN FORCE: VILGAX ATTACKS DISSIDIA: FINAL FANTASY NEED FOR SPEED: SHIFT
3 4 RE
5 6 7 8 9 10
DEVELOPER: EA CANADA PUBLISHER: EA
XBOX 360
[BUDGET PRICE]
TITLE
2010 FIFA WORLD CUP SOUTH AFRICA
THIS LAST WEEK WEEK
ROCKSTAR
JEWEL QUEST: EMERALD TEAR DS
THIS LAST WEEK WEEK
PUBLISHER
1
PSP
SONY
30
PC CD-ROM
TITLE
CAPCOM NINTENDO
GRAND THEFT AUTO IV 360, PS3, PC
39
[FULL PRICE]
MICROSOFT
29
36
Christopher.Dring@intentmedia.co.uk
THIS LAST WEEK WEEK
SONY SONY SEGA EA UBISOFT SEGA D3P SQUARE ENIX EA
[FULL PRICE]
TITLE
PUBLISHER
1
2010 FIFA WORLD CUP SOUTH AFRICA
2 3 4 5 6 7 8 9 10
COD: MODERN WARFARE 2 SPLINTER CELL: CONVICTION BATTLEFIELD: BAD COMPANY 2 SUPER STREET FIGHTER IV HALO 3: ODST JUST CAUSE 2 FORZA MOTORSPORT 3 IRON MAN 2 FINAL FANTASY XIII
4 2 5 3 8 6 7 11 9
(c) ELSPA, Compiled by ChartTrack
second place despite a seven per cent sales dip.
PS3
WEEK ENDING 08/05/10
DEVELOPER: EA CANADA PUBLISHER: EA ACTIVISION BLIZZARD UBISOFT EA CAPCOM MICROSOFT SQUARE ENIX MICROSOFT SEGA SQUARE ENIX
[SOURCE]
[ANALYSIS]
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INTERNATIONAL DISTRIBUTION 40 MCV 14/05/10
WWW.MCVUK.COM
International Distribution Guide AUSTRALIA
DENMARK
INDIA
RUSSIA
All Interactive.................Helensvale Town Centre
Hitzona.............................................................Moscow Noviy Disk .......................................................Moscow
AUSTRIA
Soft Club..........................................................Moscow Vellod...................................................................Mitishi
GATEWAY DISTRIBUTION APS
SERBIA
Gateway Distribution ApS +44 1279 408 665 (UK)
JOWOOD ENTERTAINMENT AG Heiligenstädterstrasse 201-203/19 1190 Wien, Austria Tel: +43 (0)1 37909 0 Fax: +43 (0)1 37909 1064 Web: www.jowood.com
+45 7026 0870 (DK) dt@gatewaydistribution.dk
COMPUTERLAND DOO
www.gatewaydistribution.dk
Kumodraska 45
ESTONIA
11000 Belgrade, Serbia
Andrico ..............................................................Tallinn
Tel:+381(0)11 309 95 95 Fax:+381(0)11 309 95 96
FINLAND Koch Media GmbH...............................Rottenmann Play Art Multimedia Handels GmbH....Rankweil
mail:games@computerland.rs
Panvision Oy.......................................................Turku
FRANCE
website:www.computerland.rs
ISRAEL
SINGAPORE
Hed-Arzi......................................................Or-Yehuda
Replay Interactive....................................Singapore
ITALY
SOUTH AFRICA
Cidiverte Spa ...............................................Gallarate
Midigital ..............................................Johannesburg
INNELEC MULTIMEDIA
Coop Italia..........................................Sesto F.NO (FI)
Nu Metro Interactive ......................Johannesburg
45 rue Delizy,
Digital Bros spa................................................Milano
ZI Noville les Bois, Rue de la Tour,
93692 PANTIN Cedex, France
Leader Spa.................................Gazzada Schianno
SPAIN
2b 5380 FERNELMONT, Belgium
Email purchase: f_alglave@innelec.com
Newave Italia...................................................Firenze
Ardistel. S.L..................................................Zaragoza
Phone: 0032 81 83 02 07
Email export sales: g_armspach@innelec.com
Promovideo SRL ...........................................Senago
Fax: 0032 81 83 02 09
Tel: 00.33.1.48.10.55.55
BELGIUM
CLD DISTRIBUTION S.A.
EMC GROUPE CASINO..........Croissy Beaubourg
E-mail: infos@cld.be
NETHERLANDS
Distribuciones Videográficas Digitales ....MADRID
Lamee Software S.L. .....................................Madrid DistribucionesVideográficas Digitales ....Madrid
Web: www.cld.be
EBS-Benelux...........................................Bunschoten
Distribuye Palmera................................Las Palmas
Wholesaler Gaming products
Gameworld BV............................Capelle A/D Ijssel
JC Distribuciones .............................................Getxo
Official Benelux distributor for
Micromedia BV...........................................Nijmegen
Shine Star, S.A...........................................Barcelona
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 Horelec S.A............................................Bruxelles
BENELUX
Phone : 0033 432 751 165 Fax : 0033 432 751 160
GERMANY
NEW ZEALAND
SWEDEN Bergsala AB............................................Kungsbacka
Gamewizz..........................................................Albany
NORWAY Pan Vision Norway.....................................Trollasen MPX.no .......................................................Sandefjord
Groß Electronic .......................................Rohrnbach
Platekompaniet....................................................Oslo
Otto Group ...................................................Hamburg
Massemedia AS...........................................Notteroy
PO Box 5083
GAMEWORLD
Playcom Software Vertriebs .......................Erfurt
Pan Vision Norway..............................................Oslo
S-650 05 Karlstad, Sweden
Cornusbaan 1, 2908 KB Capelle A/D IJssel
Vitrex Multimedia Großhandel.....................Erfurt
Tel: +31 10 298 3838 Web: rishi@gameworld.nl
GREECE
POLAND CD Projekt Sp. z o.o......................................Warsaw
Centric ...............................................................Athens
GAME OUTLET EUROPE AB
Phone: +46 54 854750 Fax: +46 54 854759 E-mail: info@gameoutlet.se Website: www.gameoutlet.se
Nortec Multimedia.........................................Athens
CYPRUS Gibareio.............................................................Nicosia
Zegetron S.A....................................................Athens
SIBA AB ...................................................Gothenburg
HUNGARY Antec .............................................................Budapest
GOODTONES GREAT GAMES LTD
ICELAND
1 Alkaiou Street / Office 1 /
Sena ................................................................Reykavik
Engomi / Nicosia 2404 / Cyprus
Panvision....................................................Stockholm
TECHLAND Sp. z o.o. ul. Jana Szczyrki 12, 54-426 Wroclaw, Poland E-mail: business@techland.pl
ABC Software GmbH.......................................Buchs
Web: www.techland.pl Phone: +48 71 354 46 10 Fax: +48 71 354 46 10
TURKEY ARAL Import..................................................Istanbul
tel. +357 22 666612 www.greatgames.com.cy
SWITZERLAND
PORTUGAL
Nortec Eurasia...............................................Istanbul
ecofilmes...............................Sao Joao Da Madeira
TO ADVERTISE IN THE INTERNATIONAL DISTRIBUTION GUIDE PLEASE CONTACT ROB.BAKER@INTENTMEDIA.CO.UK
40,41 MCV587_final
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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...
UNITED STATES
MCV 14/05/10 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 MAY 21st
AFRICA TERRITORY REPORT BASCO, INC. VIDEO GAMES DISTRIBUTOR Tel: 1-917-627-3000 Fax: 1-718-228-4401 Email: sales@bascodistribution.com
the 2010 event over its predecessors, and offer a roundup of what to expect, including: A breakdown of the venue, including stand locations for all of the major publisher and format holders, and a schedule of key presentations. Interviews with major execs from some of the industry’s leading publishers. An international guide detailing the leading services companies in both established and emerging territories.
Web: www.bascodistribution.com
FRIDAY JUNE 18th
DISTRIBUTION SPECIAL U.S. GAMES DISTRIBUTION, INC. 16700 Schoenborn St. #2 North Hills, CA. 91343 Tel: +1 818 920 9393 info@usgamesdist.com www.usgamesdist.com
UAE ALESAYI UNITED COMPANY Video Games Distributor in the Middle East P.O BOX 16999
Africa may seem an unlikely territory for gaming, with civilisation spread thinly around this gargantuan continent and largely found on the northern and southern coasts. MCV details the major players and retailers in this region, as well as the unique processes by which games are published and released in Africa.
Jebel Ali Free Zone Dubai U.A.E. Tel: 00971 4 883 5960 Fax: 00971 4 883 5175 E-Mail: marketing@alesayi.ae U.A.E. Website: www.alesayi.ae Group Website: www.alesayi.com
FRIDAY MAY 28th
10 YEARS OF THE SIMS MCV teams up with Electronic Arts for a closer look at retail phenomenon The Sims as it celebrates its tenth anniversary. We offer an insight into why the series has been so successful and what the future holds for Simkind.
As well as all the big E3 headlines, MCV takes an in-depth look at the biggest issues facing the always-important distribution sector. We speak to the major players – from pick ‘n’ pack specialists to multi-faceted sales and marketing behemoths – about the future of the supply chain and how they will be tackling the challenges ahead for the distribution side of the games trade.
FRIDAY JUNE 11th
E3 2010 SPECIAL
FRIDAY JUNE 25th
E3 REVIEW
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 biggest event in the games industry’s calendar returns and, as the offical International Media Partner for the event, MCV brings you a complete guide to this year’s E3 Expo. We look at how the organisers have improved
A thorough and comprehensive look back at this year’s E3 Expo, reporting on the Big Three’s presentations and more.
FOR MORE DETAILS CONTACT: CHRIS.DRING@INTENTMEDIA.CO.UK
42-47 MCV587_final
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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 TripleACodes.com . . . . . . . . . . . . . sales@tripleacodes.com DISTRIBUTION 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 Universal Games Distribution (UK) Ltd . . 0208 787 7030 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
LCD / Plasma Cleaning Mitt
Classic Disc Repair System
STORE FITTINGS AMA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0113 2311030 DISC REPAIR
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 ELM-DIGITALIA UK. . . . . . . . . 0845 6436021 . . . . . . . . . . . . . www.elmdigitalia.co.uk
PINPOINT . . . . . . . . . . . . . . . . . . 01606 558428 . . . . . . . . . . . . . . www.pinpointce.co.uk
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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
DISTRIBUTION
CURVEBALL LEISURE . . . . . . 01792 652526 . . . . curveballsimon@googlemail.com
GEM. . . . . . . . . . . . . . . . . . . . . . . . 01279 822800 . . . . . . . . . . . . . . . . . . . . www.gem.co.uk
DISTRIBUTION
DISTRIBUTION
MERONCOURT . . . . . . . . . . +44 (0) 1462 680060 . . . http://trade.meroncourt.co.uk
CREATIVE DISTRIBUTION. . . . 0208 6643456 . . . . www.creativedistribution.co.uk
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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 FaceFX...................................................................+1.919.727.9624 Stainless Games .............................jobs@stainlessgames.com TOOLS Blitz Games Studios.............................+44 (0) 1926 880 000 bluegfx.....................................................+44 (0) 1483 467 200 Dolby.........................................................+44 (0) 1793 842 922 Havok .................................................................+1 415 543 4620 SERVICES Amiqus ..............................................................www.amiqus.com Brand Protect ..........................................+44 (0) 1869 346160 Outso Ltd.............................................................www.outso.com Partnertrans.............................................+44 (0) 1273 229030 Testronic Labs.........................................+44 (0) 1753 653 722 Universally Speaking..............................+44 (0) 1480 210 621 COURSES Futureworks .............................................. +44 (0)161 237 7570 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 alex.boucher@intentmedia.co.uk. All subscription requests should go to mcv.subscriptions@c-cms.com GAMES CONSOLE REPAIR
TOTAL CONSOLE REPAIR . . . . . . . 08719 181721 . . . . . www.totalconsolerepair.co.uk
LOGIC 3 . . . . . . . . . . . . . . . . . . . . 01923 471000 . . . . . . . . . . . www.uksales@logic3.com
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ROB.BAKER@INTENTMEDIA.CO.UK DIGITAL DISTRIBUTION
DIGITAL DISTRIBUTION
Now is a great time to expand your digital business Distributors of CDkey, Epin and downloadable products.
www.tripleacodes.com
sales@tripleacodes.com
nima
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TripleACodes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . sales@tripleacodes.com DISTRIBUTION
IDEAL SOFTWARE . . . . . . . +44 (0) 1767 689720 . . . . . . . . . . www.idealsoftware.net DISTRIBUTION
UNIVERSAL GAMES DISTRIBUTION (UK) LTD . 0208 787 7030 . www.unigames.co.uk
GREEN MAN GAMING. . . . . . . 020 7193 6910 . . . . . . . . info@greenmangaming.com
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LOCALISATION
STORE FITTINGS
PARTNERTRANS . . . . . . . . . . . 01273 229030 . . . . . . . . . . . . . www.partnertrans.com
AMA DISPLAYS. . . . . . . . . . . . . . . . 0113 2311030 . . . . . . . . . . . www.ama-displays.co.uk
LOCALISATION
DISTRIBUTION
TESTRONIC LABORATORIES . . . +44 (0) 1753 653 722. . . . www.testroniclabs.com
USD LIMITED . . . . . . . . . . . . . . . 01933 227220. . . . . . . . . . . . . . . . www.usdlimited.com
LOCALISATION
DESIGN STUDIOS
Design/Branding/ Advertising/ Packaging/Web
finkcreative
01480 302 352 olly@finkcreative.com www.finkcreative.com UNIVERSALLY SPEAKING . . . . . . . 01480 210621 . . . . . . . . . . . www.usspeaking.com
FINK . . . . . . . . . . . . . . . . . . . . . . . 01480 302352 . . . . . . . . . . . . . . www.finkcreative.com
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DISC REPAIR
DIARY DATES From the MCV Awards to our Games Developer Conference, here are all the essential industry dates to put in your diary…
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
JULY DEVELOP CONFERENCE 2010 Tuesday, July 13th Thursday, July 15th Brighton, UK www.develop-conference.com DEVELOP INDUSTRY EXCELLENCE AWARDS 2010 Wednesday, 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 EDINBURGH INTERACTIVE FESTIVAL 2010 Wednesday, August 25th – Thursday, August 26th Edinburgh, Scotland www.edinburghinteractivefestival.com
SEPTEMBER MCV/XBOX 360 QUIZ Thursday, September 23rd Sway Bar, London Orlaith.Kennedy@intentmedia.co.uk
TOTAL DISC REPAIR. . . . . . . . . . 01202 489500 . . . . . . . . . www.totaldiscrepair.co.uk
DEVELOP INDUSTRY EXCELLENCE AWARDS 2010 Wednesday, July 14th Brighton, UK www.develop-online.net Lobbying has already opened for the Develop Industry Excellence Awards. Now in its eighth year, the event takes place in Brighton at the Hilton Metropole, on July 14th. Anyone in the industry can nominate a studio for the awards. Simply send a 300 word pitch to developawards@ intentmedia.co.uk. Prices have also been reduced to make the event more accessible. Contact Kathryn.Humphrey@intent media.co.uk to book tables and Katie.Rawlings@intent media.co.uk to order tickets.
MCV/XBOX 360 QUIZ Thursday, September 23rd Sway Bar, London Orlaith.Kennedy@ intentmedia.co.uk The MCV/Xbox 360 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 bar. There will be thousands of pounds’ worth of prizes up for grabs to the best performers on the night, as well as loads of top-notch booze and food. The quiz is free to enter for retailers and the media, and serves as a great networking opportunity.
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e, aok r a k of k... x i a m e wee u th yo ng h off i r b s we o poli , s t re atu paign e f ar am gul ical c e r t our d poli s a n ll we ons a s A ath r ma
SIX DEGREES
OF ACTIVISION
It’s almost rude not to know someone who once worked there. This week, we start with...
1
Robert Lowe, handsome and talented star of The West Wing shares a name and quite possibly nothing else with Nintendo’s...
2 Robert Lowe, who, being a dedicated QPR fan, might have had mixed feelings about recruiting...
3
Harry Redknapp to star in last year’s Wii commercials. Redknapp has just led Spurs ahead of Manchester City, who receive support from...
HERE COME THE GIRLS
4 Ian Livingstone, who as life president of Eidos persuaded the publisher to sponsor his team back when they were poor and shit (City, not Eidos. Probably). Interestingly, at the time...
5
To celebrate the upcoming launch of Wii karaoke title U-Sing: Girls Night, Mindscape UK and Lunch PR invited press from a variety of industries to see the game in action this week. It was presented by Mindscape Group’s exec VP Phillipe Cohen, Universal Music Online president Didier Semah and Mindscape UK’s GM Mark Stanger (pictured above, left to right). Better yet, guests were then treated to a VIP box suite at the O2 during a Rihanna concert. While the masses fought for standing room near the stage, we enjoyed the show from a comfy couch – the only way to enjoy Umbrella Ella Ella Ey Ey Ey, etc.
Mark Stanger also worked at the Tomb Raider publisher, heading up its new media division. He’s now UK boss at Mindscape, which was launched in Europe by...
Geoff Heath who, even before that, was the first ever Euro boss of... ACTIVISION
6
SEND YOUR PICTURES TO JAMES.BATCHELOR@INTENTMEDIA.CO.UK 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: Will Freeman, Rob Crossley, Stuart Richardson, 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.
ISSN: 1469-4832 Copyright 2010
MCV has an exclusive media partnership with Famitsu - Japan’s leading video games analyst and news source
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WWW.MCVUK.COM
MCV 14/05/10 49
FROM THE ARCHIVE May 20th, 2005 NEWS It’s E3 week and, after the big press conferences, the general consensus is that Microsoft and Sony will battle it out for first place while Nintendo ‘does its own thing’ with GameCube and bolsters its handheld dominance... ESA president Doug Lowenstein says the games industry is “under siege like never before as politicians virulently attack video games”... Former Paragon heavyweights Damian Butt and Mark Kendrick form a new specialist magazine publisher, Imagine, with the avowed intent of taking on Future’s “boring” portfolio... Following investment from VC company Benchmark, Rod Cousens becomes CEO of Codemasters... SCi’s acquisition of Eidos is ratified by shareholders and the London Stock Exchange.
COOL RUNNINGS EA’s group marketing director for Ireland Dan Holman and his wife successfully ran the London Marathon for the Make-a-Wish Foundation, Thanks to months of training, they finished with a respectable time of five hours and twenty minutes. It would have been quicker, but Dan was distracted by nurses, a toilet stop and Jelly Babies, he says. The Holmans raised a whopping £2,689 – far outdoing their target of £1,850. If you haven’t donated yet, you can do so at www.justgiving.com/Dan-Holman.
CHARTS All Formats Top 5 Star Wars Ep III: Revenge of the Sith .....LucasArts LEGO Star Wars ......................Traveller’s Tales/Eidos FIFA Street.............................................Electronic Arts Midnight Club 3: Dub Edition ........................Rockstar World Championship Snooker 2005 ..................Sega FEATURES An analysis of a new DFC Intelligence report shows how much games companies have grown, or shrunk, since 2001. Here are the top three: Take-Two ..................................................................50% Electronic Arts ......................................................124% Ubisoft......................................................................96% And the bottom three: Vivendi ....................................................................-28% Acclaim....................................................................-28% Square Enix ...........................................................-48%
PRIME MENACE-STER
AND FINALLY Microsoft’s E3 conference climaxes with a headline set from then-hot The Killers. The energetic frugging of sweaty senior industry execs looks like an opening scene from Casualty.
It wasn’t just the Tories who were robbed of a majority. While he waits for his game to launch next month, Naughty Bear launched a bid to become Britain’s next Prime Minister. Sadly, despite the reams of campaign posters that fans made for him on Facebook, few embraced his Manifesto: Compulsory invites for NB to all parties, the reinstatment of Capital Defluffing and the right to (groan) Bear arms.
MCV takes soundings from its Retail Advisory Board on the biggest issues of the day. The current members are...
GAME & Gamestation
Neil Ashurst,
Duncan Cross, Asda
Marc Spence, Best Buy
Don McCabe, CHIPS
Tim Ellis, HMV
Graham Chambers, Amazon
Danielle Fleming, 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
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EIGHTIES, NINETIES,
NOUGHTIES
The brands, people and technology that have dominated decades. This week, PR icons...
DANIELLE WOODYATT
BASTION/BHPR
ROBERT SAUNDERS
The long golden hair, the daintily painted nails, shoulder pads, slingbacks and outrageous flirting with all the boy journos... but it would be a few years before Simon Harvey emerged as a true PR power. In the '80s it was another diva, Danielle 'Woody' Woodyatt, who ruled with a Filofax of iron. She was our Edwina. She drove a Golf GTi convertible, for God’s sake. She was pure essence of ‘80s. Winner of the Air Kisser Of The Year title three years in a row and with a BA in overuse of the words ‘darling’ and ‘sweetheart’, she started out at US Gold, then moved to Virgin and is now head of the popular specialist agency called, in an obvious nod to PR etiquette in the '80s, Lunch.
It’s impossible to split the two biggest agencies of the decade, as Bastion (led by Dean Barrett) and Barrington Harvey (captained by Simon Harvey) carved up the big publisher’s accounts between them. Besides, this way we get to piss them both off. The ‘90s represented a bountiful land of feasts and fees for these guys. It was a time when even the biggest companies were happy to give their biggest business to ‘specialist’ agencies – rather than one that has a swanky address and handles Dean Gaffney’s personal appearances. These days they’re quite a bit leaner (the companies, not the bosses) and more diverse – because they have to be. But back then, they were kings.
After years of speculation, the original theory that the annoyingly youthful-looking Saunders was on work experience has finally been disproved; partly because he’s been at Nintendo so long his Head of Year would surely have started asking questions, but mainly because he’s been so damn good – a claim further proved by the fact that he has won the PR gong at the MCV Awards a whopping 17 years in a row. He was reminiscent of Annie Lennox at the Brits when no one could even name another female solo artist. Only better. This year it was a clear case of gerrymandering that saw the title go elsewhere, but there’s still no doubt Saunders was the PR man of the decade.
WWW.ALPHAPROTOCOL.COM
OUT 28.5.10
TM
www.sega.co.uk
You’ve got a brand new blockbuster with brains on your hands.
Metal Gear and Splinter Cell could well have something to be fearful of.
... there are enough good ideas here to suggest Alpha Protocol will come out as an elegant hybrid.
OUT 28.5.10
WWW.ALPHAPROTOCOL.COM
TM
www.sega.co.uk © SEGA. SEGA, the SEGA logo and ALPHA PROTOCOL are either registered trademarks or trademarks of SEGA Corporation. Obsidian and the Obsidian logo are trademarks or registered trademarks of Obsidian Entertainment, Inc. “2”, “PlayStation”, “PS3” and “À” are trademarks or registered trademarks of Sony Computer Entertainment Inc. “Ô is a trademark of the same company. Windows, the Windows Start button, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies, and “Games for Windows” and the Windows Start button logo are used under license from Microsoft. All rights reserved.