MCV548 FRIDAY JULY 31ST

dps MCVxxx_v1:Layout 1

21/7/09

15:41

Page 2

xx MCVxxx_v1:Layout 1

21/7/09

11:30

Page 1

3 MCV548_final

28/7/09

15:11

Page 1

THE MARKET FOR COMPUTER AND VIDEO GAMES

Issue 548 Friday July 31 2009 £3.25

17 Ubisoft marches on The French publisher’s marketing boss Murray Panell tells all about 2009

12 Edinburgh bound The Interactive Festival’s chairman Chris Deering speaks to MCV

21 All set for Cologne?

We provide an in-depth guide to trade show Gamescom – and its host city

WITH THIS ISSUE We take a sneak peak at 505 Games’ upcoming combat flight sim IL-2 Sturmovik

EVERY BUYER EVERY BRANCH EVERY INDIE EVERY WEEK

INCORPORATING

Confident Asda prepares pre-owned games invasion Supermarket says it needs to adopt trade-ins to become ‘serious player’ Ex-Gamestation staff snared

by Christopher Dring WATCH OUT GAME: Asda has revealed a dramatic new plan to capture significant market share in games, including a move into preowned sales.

The revelation came during Asda’s Music, Video and Games Conference 2009 last week, where the firm announced plans to extend

“

have to watch,” Asda’s category director Fergal Gara told MCV. “It’s not top of our agenda, but we’re aware that preowned is a huge part of the business for the specialist, and not one we can ignore.”

Asda also announced it had secured some key staff from the recently disbanded Gamestation York office.

As previously revealed by MCV, former Gamestation

If we want to become a serious player in this market, pre-owned is definitely an area we have to watch.

Fergal Gara, Asda

shelf space, sell gift cards, and roll-out another 45 special game store concepts before the end of the year.

The move would mean Asda would become the first supermarket to accept tradeins – challenging a market segment currently bossed by GAME, Gamestation, Blockbuster and HMV. “If we want to be a serious player in this market, preowned is definitely an area we

AMBITIOUS PLANS: Asda is looking to challenge the market share of trade-in experts GAME, Gamestation, Blockbuster and HMV

”

product director Andrew Thompson has accepted a position as head of new business, while ex-senior product manager Jenny Leach has signed up as a senior buyer. Elsewhere, Neil Tomlinson has joined Asda’s merchandising planning team, having worked as head of supply chain at Gamestation.

Asda also committed to stocking Sony’s digital-only PSPgo later this year.

GAMES PRICE RISES ARE ‘A WORRY’ Discussing Activision’s price hike on Modern Warfare 2, Asda’s head of entertainment Fergal Gara explained to MCV: “It is a worry. We don’t think this is the time to take up the price of products for customers in a recession, and in a market that is already down. We are worried what affect this will have on the market, and clearly when you operate on the narrow margins that we do, then how we will make this up in our business is a concern for us.”

ASDA BULKS UP ONLINE Asda has snapped up Gamestation’s head of buying Frazer Locke, making him head of online for music, video and games.

Locke has been tasked with drastically improving the supermarket’s online

presence in entertainment – an area currently being serviced by The Hut Group.

Asda’s head of games buying Duncan Cross told MCV: “It is great to get some specialist industry knowledge to evolve our online and our other new businesses in games. Online in particular we need to get right, so it is

fantastic news for us to get Frazer on board.”

Fergal Gara added: “We need to very quickly look at our behind the scenes infrastructure online. We need to look at the partnerships and our business model. Next year you’ll see some notable differences to what we’re doing online.”

PERSONNEL 28 RETAIL BIZ 33 NEW RELEASES 40 HIGH STREET 42 CHARTS 44

4,5 MCV548_final:4-5 MCV515

28/7/09

17:52

Page 1

4 MCV 31/07/09

WWW.MCVUK.COM

NEWS

[LEADER] THE MORE THINGS CHANGE...

What a difference a few years make.

I remember when, as a junior reporter on MCV about five years ago, one senior publishing boss warned me away from talking about digital distribution – at all, I hadn’t even put pen to paper yet – as if it was some evil menace.

The less coverage it got, he explained, the happier he and his retail friends would be.

But you can’t fight the internet.

And today publishers and developers are now pushing for a chart that counts sales of downloaded games for PC plus consoles and mobile.

Establishing such a list won’t just prove how the attitude towards digital distribution has done a Uturn, or that consumer spending on games is high despite dips on both sides of the Atlantic. It will help move the conversation beyond to talk about what happens next.

Questions such as what the real interplay between digital and physical is might finally get a decent answer. And given the fact that downloadable content is now being repackaged for release on ‘traditional’ retail discs, the answer might just surprise some.

THE MORE THEY STAY THE SAME But maybe there’s an ironic twist in the tale behind the digital distribution chart.

Perhaps unsurprisingly, after years of being treated like the industry’s hidden threat, or its leper half-cousin, digital distributors still need some winning over that all their lovely data be shared.

At least from what MCV can tell. It sounds like one or two US-based services – and maybe even the format holders – are now holding out on playing ball, reluctant to give away the details.

They’re either worried that the charts will show just how powerful they have become – or, worse, that their impact isn’t the crater-sized dent some always predicated.

But no one is in disagreement that digital distribution is a proven, vital and important part of the games market now.

Here’s hoping some arrogant desire to control that information doesn’t cause that unnecessary ‘them and us’ divide to resurface.

GET READY FOR GAMESCOM The inugural German games trade show Gamescom takes place in just over two weeks time.

Got your flights booked? Picked your hotel? Know where you plan to soak your brain in the German Kolsch (that’s beer to us Brits) after a long day on the showfloor? No? Then turn to page 21 for a comprehensive guide to the event.

The Germans are prepared for an invasion next month. With things like travel both to and around Cologne a cinch (you can even use your show pass as a travelcard on the local busses and trains – genius), it’s clear this Gamescom is giving Leipzig a real run for its money. And it hasn’t even started yet.

Michael.French@intentmedia.co.uk

Publishers are ready for UK labels call for accurate digital sales information as GfK-ChartTrack

by Tim Ingham THE UK publishing community has called for an official downloads sales chart, headed up by GfK-ChartTrack.

An ELSPA forum took place earlier this week (Wednesday, July 29th) in which the leading publisher bosses discussed the possibility of setting up a download-only chart.

Publishers feel that the true popularity of their titles is not being represented through a chart that only reflects the sales of boxed products.

GfK-ChartTrack said that it was keen to implement the chart ‘as soon as possible’ – but MCV understands it has met resistance from one or more US portals.

Bethesda MD Sean Brennan told MCV: “The activity in downloads is approaching levels which warrant measurement and tracking. It will be a useful aid in determining ROI strategy for titles which are put into development and where the monetisation thereof is maximised.”

DIGITAL DELIGHT: Publishers and ELSPA say the time is right for download chart

Codemasters CEO Rod Cousens added: “Downloads are becoming increasingly

“

competing titles would be a useful tool. ChartTrack would certainly be best placed to

The activity in downloads is approaching levels which warrant tracking. It will be a useful in determining ROI. Sean Brennan, Bethesda

important as a source of revenue for publishers so accurate data on their sellthrough in relative terms to

”

provide this service given their excellent track record.”

And director general of ELSPA Michael Rawlinson told

Cecil hails digital Revolution FAMED UK games designer Charles Cecil has opened a new division at his studio dedicated to digital selfpublishing for handhelds.

Revolution Pocket will focus on developing Cecil’s older IP and new creations for iPhone, iPod Touch, Android, PSPGo and other mobile games platforms.

Cecil is just the latest in a string of long-running UK developers who have turned to digital distribution.

The first game is a ‘remastered’ iPhone version of his classic Beneath A Steel Sky. “Digital distribution has changed the game for

Cecil says digital has ‘changed the game’ for developers

developers. It’s great to be able to communicate directly with our audience,” he told MCV. “By tackling development and publishing duties ourselves, we can strengthen our

relationship with them and retain complete commercial and creative freedom – not just in terms of content, but in terms of distribution and, crucially, pricing.

“The model allows us to ensure that our games offer incredible value for money.

We’re bringing high-quality, intelligent, narrative-based gaming to a whole new platform – some owners of which will have enjoyed the games before, and others who will be experiencing our titles for the very first time – and that’s something I find tremendously exciting.” www.revolution.co.uk

4,5 MCV548_final:4-5 MCV515

30/7/09

16:40

Page 2

WWW.MCVUK.COM

MCV 31/07/09 5

NEWS

download chart starts sweet-talking US portals for data

Price furore ‘doesn’t harm game demand’ RRP RISES won’t harm customer demand, according to retailers.

This week the trade’s concerns over price rises for titles like Modern Warfare 2 spilt over into the mainstream media, with BBC Radio 1 and The Times wading into the story MCV first broke two weeks ago.

[OPINION] MCV: “It would be good to see a PC download chart in time as downloads become a significant part of the supply chain.

“But the online world is notoriously fragmented so it will be logistically challenging to collect and compile this data. That said, the inclusion of download data in the games charts would be the ultimate recognition of our industry’s evolution and growing maturity.”

Dorian Bloch, Director, GfK-ChartTrack “Negotiations for a digital download chart are still ongoing. We want it to happen, publishers want it happen, and one of these days it will. But I don’t have an exact timeframe for it.

How it gets running and who is in it is a good question.

“Some publishers have their own sites and some distribute their games through the likes of Steam, Metaboli and Direct2Drive.”

“

of elastic pricing. Whatever gets said in the news, the impact on customer expectations is negligible.”

Voices in the indie sector agreed. Grainger Games’ purchasing director Chris Harwood told MCV: “There seems to be a general perception that the price rise is to be condemned. We

Some franchises can take this kind of elastic pricing.

Whatever gets said in the news won’t impact sales.

But retailers don’t believe the coverage will hurt demand.

The boss of a specialist games retail chain told MCV that “the price change makes little difference for a game like this”, adding that their chain isn’t planning to reduce its orders or expectations for that game when it hits in November.

“Of course we’ll have to monitor the situation and see if other titles went the same way – but some franchises can take this kind

At Argos Wii now retails for £195.73 – £15 over the console’s RRP

the console’s trade price by around £18 earlier this year.

GAME stocks the same deal for £179.99 – and £164.99

online – while Amazon sells the Wii for £164.99.

In its new catalogue, Argos offers the Xbox 360 Elite for

TOP 10 PES 2010 PS3 KONAMI

2. FORZA MOTORSPORT 3 360..................................................MICROSOFT

3. MODERN WARFARE 2: HARDENED ED 360..................................................ACTIVISION

4. MODERN WARFARE 2: HARDENED ED PS3..................................................ACTIVISION

”

believe that this price rise is understandable and not as big an issue as some have made it out to be.

“We believe that most retailers will be releasing the title as a promotion or at an offer price anyway. The expected volume of sales would support this. The title is fantastic and customers will buy it. Modern Warfare 2 is an eagerly awaited release, which will inevitably sell well.

We are taking substantial pre orders already.”

Argos hardware prices creep up ARGOS’ GAMES offering has felt the effect of the retailer being forced to increase its prices.

As reported by MCVUK.com earlier this month (‘Argos to raise prices this week’, Monday, July 20th), the firm has raised many prices by five per cent due to global exchange rates and other pressures.

In its new catalogue, which was released last weekend, the retailer sells a standard Wii bundle (with Wii Sports) for £195.73 – over £15 more expensive than Nintendo’s RRP. However, the rise reflects Nintendo’s decision to increase

[PRE ORDERS]

£224.79, just under £5 more than Amazon and GAME, which vend the SKU for £219.99.

Argos lists the PS3 at £293.79 – £4 more than Amazon, but actually £7 under the system’s SRP. Despite expensive hardware, the catalogue also contains an impressive 12 pages of Wii games and accessories, as well as 13 pages of DS hardware and software. Elsewhere, it offers nine pages of Xbox 360 games and consoles and eight pages of PS3-specific products.

In total its catalogue sports 50 pages of video games items.

5. LEFT 4 DEAD 2 360..............................................................EA

6. PES 2010 360..............................................................EA

7. ASHES CRICKET 2009 PS3 ............................................CODEMASTERS

8. RATCHET & CLANK: CRACK IN TIME PS3..........................................................SONY

9. CRACKDOWN 2 360..................................................MICROSOFT

10. ROCK BAND: THE BEATLES (SOLUS) 360..............................................................EA Week ending July 24th Source: SHOPTO.COM

[MARKET VALUE]

£18.6m 25

20

15

10

5

£18.7m

£16.9m

£18.6m

825,244 Units

785,124 Units

907,541 Units

Week Ending July 11th

Week Ending July 18th

Week Ending July 25th

0

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

6,7 MCV548_final:6-7 MCV515

28/7/09

10:47

Page 1

6 MCV 31/07/09

WWW.MCVUK.COM

NEWS

Ashes game enjoys TV marketing blitz Four-week ad campaign to take advantage of hype surrounding England’s lead in classic cricket tournament

by Christopher Dring AS INTEREST in the real-life Ashes hits fever pitch, Nintendo and Codemasters have teamed up to promote the Wii edition of the series’ official game.

Ashes 2009 is being backed by a significant TV campaign that will begin on Monday August 3rd and run for four weeks.

“

“Wii is the perfect format for a mainstream cricket title, with the Wii Remote making batting and bowling wholly intuitive. The game is perfectly pitched and with this level of support means we’re set to deliver a cracking summer of cricket success.”

The Ashes series is currently dominating the back pages of newspapers, and Codemasters’ official tie-in will ship on PS3,

The TV campaign is our primary marketing drive. To have Nintendo’s support is a great result for us.

Jeremy Wigmore, Codemasters

The ad will run alongside Ashes coverage on Sky Sports and Channel 5, and will also be shown in wider-reaching spots on Channel 4, E4, Bravo, Dave, Sky One/Two/Three, Comedy Central, Virgin 1, ITV and MTV. “To have Nintendo supporting Ashes Cricket 2009 is a great result and makes the TV campaign our primary marketing drive,” said Codemasters’ general manager Jeremy Wigmore.

”

Xbox 360, PC and Wii on August 7th. It features fully licensed players, kits an arenas.

“We are really excited about working in partnership with Codemasters on the forthcoming release of Ashes Cricket 2009 on Wii,” commented Codemasters’ junior product manager Zoe Cooper.

“With the Ashes in full swing this summer we are hoping for a great success.”

WIGMORE: Codmasters’ general manager is “looking forward to a cracking summer of cricket success”

C’masters: 01926 814132

PC World and Currys combo store ‘a success’ DSGI HAS declared its merger of PC World and Currys a success – and now plans to open more outlets under the new model in the future.

The company launched a trial store that incorporated products from both retailers’ portfolios in Surrey in January.

Now the PC World and Currys’ parent is showing its satisfaction with the results.

The firm said that the move compared favourably to previous store rebranding.

“The most exciting thing about the various store reformats is that all of them – such as Currys.digital,

DSGi will roll out more merged Currys and PC World stores this year

Megastores and the two-in-one store – are performing well and we have announced an accelerated roll-out of all the

formats to include around five more two-in-one stores this year,” said head of media relations Mark Webb.

“The trial store has performed exceptionally well, reporting a 65 per cent average gross profit uplift in the 22 weeks ending April 18th, 2009, and plenty of other metrics give us great confidence for the future “Customers have responded extremely well to the new format, the enhanced service and the wider ranges we are stocking. By offering both the Currys and PC World brand – which generally appeal to different customer groups – we have widened the appeal.”

In addition to yielding success, the merger trial taught

DSGi several lessons, and the company has taken every piece of feedback on board in order to ensure the continued success of the new stores.

“Despite the impressive uplifts we are seeing, we have identified a number of areas that we can further tweak in this store and in further trials,” said Webb.

“It is also clear that the enhanced service as the reformatting itself.

“We certainly see the potential for larger store trials given the excitement we have seen from our customers.”

DSGi: 0844 800 2030

6,7 MCV548_final:6-7 MCV515

28/7/09

10:47

Page 2

WWW.MCVUK.COM

MCV 31/07/09 7

NEWS

‘3D movie Avatar could be the new Harry Potter’ Ubisoft marketing boss likens hype for upcoming tie-in to JK Rowling franchise’s debut

by Tim Ingham UBISOFT believes that new 3D film Avatar – and its subsequent game adaptation – can create a similar buzz to the first Harry Potter movie.

In his first interview since joining Ubisoft as marketing director from Microsoft,

“

the original Harry Potter game – which was an incredible entertainment phenomenon.”

Harry Potter And The Philosopher’s Stone, the first in the movie series, was released in 2001. It made $90.3 million during its first weekend in the US, breaking the record for highest opening

Avatar reminds me of the first Harry Potter game – which was an incredible entertainment phenomenon.

Murray Pannell, Ubisoft

Murray Pannell said that the title – which will appear in 3D both in the cinema and on games console – had the potential to be an “incredible entertainment phenomenon”.

“Avatar looks set to be a world-changing kind of cinema given its pedigree and elements like the 3D,” Pannell told MCV. “It reminds me of my experience at EA, working on

”

weekend of all time. The film went on to make £66.1 million in the UK, making it the highest-grossing film of alltime – a record only broken by Mama Mia since. “[Games tie-ins of] properties with one visionary in charge can be really successful,” added Pannell. “Avatar has movie director James Cameron, and Potter also had one person ultimately in

AVATAR: Ubisoft’s Pannell (inset) has high hopes for movie tie-in

charge – JK Rowling, who everyone was terrified of disappointing. That can give you real focus.”

James Cameron’s Avatar: The Game is due for release at

the end of this year on PS3, Xbox 360, PC, Wii, PSP and DS. To read our full interview with Murray Pannell, turn to page 17

Sega kicks off Mario and Sonic marketing push MARIO AND SONIC At The Olympic Winter Games may be a few months from launch, but publisher Sega has already begun its ‘biggest ever’ marketing campaign for the title.

The firm has booked 30second spots before some of this summer’s biggest movie releases, beginning with Harry Potter, and continuing with Imagine That, G-Force, Land of the Lost, Aliens in the Attic, Short and Up. The cinema promotion is expected to reach 7.5 million viewers.

“Mario and Sonic At The Olympic Winter Games is a

great family title and we wanted to cherry pick our communication channels in order to enable us to reach our

“

Sega UK’s marketing manager Jo Fawell.

“Not only that – it’s a sustained communication that

The cinematic campaign for Mario and Sonic is just the beginning of Sega’s biggest all-time marketing campaign.

core demographic of kids and parents. Using some hugely anticipated film releases to promote the game this summer is a great way to bring awareness for its release,” said

Jo Fawell, Sega

”

will continue through to launch giving great opportunities to speak to a captive audience.

Various other elements of the overall marketing

campaign will begin to phase in over the next coming months ensuring a great buzz at launch and beyond.”

She added: “The cinema campaign for Mario and Sonic is just the beginning of Sega’s biggest product marketing campaign to date.

“We will be investing in many media channels over the course of the campaign and cinema is a key focus to reach our core family demographic.”

Sega: 020 8995 3399

activision.com

© 2009 Id Software, Inc. All rights reserved. Published and distributed

by Activision Publishing, Inc. under license. Wolfenstein™ is a trademark and ID® is a registered trademark of Id Software, Inc. in the United States and some other countries. Activision is a registered trademark of Activision Publishing, Inc. All rights reserved. ‘2’ and ‘PLAYSTATION’ are registered trademarks of Sony Computer Entertainment Inc. Microsoft, Windows, the Windows Vista 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 Vista Start button logo are used under license from Microsoft. All other trademarks and trade names are the properties of their respective owners. All rights reserved.

8,9 MCV548_final:8-9 MCV515

28/7/09

15:08

Page 1

8 MCV 31/07/09

WWW.MCVUK.COM

NEWS

Deering: Publishers will need to price games at £70 to survive In the wake of Modern Warfare 2 pricing controversy, industry legend questions current model for triple-A games

by Tim Ingham INDUSTRY STALWART Chris Deering has estimated that triple-A video games need to be priced at £70 to truly ensure the future of the

“

Deering, Sony’s Ray Maguire, EA Sports’ Peter Moore and Eidos’ Ian Livingstone will discuss ‘the future of the blockbuster game’.

Former Sony Europe president Deering – who is on

Consumers won’t spend more, while publishers are spending more than ever.

That’s a key problem.

Chris Deering, EIF

industry – just two weeks after we revealed that Activision has raised the SRP of Modern Warfare 2 to £55.

Deering is once again acting as chairman of the Edinburgh Interactive Festival, which this year takes place on Thursday, August 13th and Friday, August 14th. At the event, industry luminaries such as

”

the board of Codemasters and IGA, amongst others, told MCV this week: “Before there can be as many successful blockbuster games as there were in the past, games have to be produced in a more efficient fashion.

“In order to price the games at a level where they would support an industry like they

DEERING: Ex-Sony Europe president has serious concerns over the the current business model for boxed blockbuster games

did ten years ago, they’d have to be sold at £70. But people just don’t have that kind of money, there’s a psychological glass ceiling.

“Consumers won’t spend more, but to write the game, publishers are having to spend more than ever before. That’s the key problem.”

MCV revealed that Activision had raised the trade price of Modern Warfare 2 by £10 to £55 a fortnight ago.

The story has featured heavily in the national press this week.

Deering added: “The cost of development is ten times what it was for PS2, and more like 20 to 50 times more than on PSOne. Yet there are lots of things you can get for less than the relative value of paying 50p an hour for a very high end game.”

Turn to pages 12 and 13 to read our full interview with Chris Deering

Exspect on the prowl for new partnerships GEM-OWNED accessories specialist Exspect is reaching out to secure new retail and publishing partnerships, following the appointment of industry veteran Tracy Johnson in a business development role.

The company has seen its market share steadily increase in the last few years, largely thanks to award-winning products on iPod and a strategy of becoming the ‘preferred accessories partner’ of key retailers.

Exspect commercial director Neil Meredith said: “Since inception Exspect has looked to provide the accessory space with a level of creativity and

product design that takes the company away from the ‘commoditised’ route so much of the market pursues.

“

date. Now, under Tracy’s experienced guidance we will be extending that partnership through a series of partner

We will be extending our partnerships through a series of initiatives across the scope of the industry.

Neil Meredith, Exspect

“Underpinned by our commitment to quality product and packaging design, partnerships with retail and distribution as well as key manufacturers has provided the bedrock of our business to

”

initiatives across the scope of the industry.”

Johnson is credited with creating and launching Universal’s Interactive Songbook – which linked music applications with music

from the likes of Queen, Oasis, Sting and U2. He has also acted as a consultant for many major games publishers, specifically on music games.

He said: “This is a new and exciting direction for Exspect accessories. We’re targeting the online space through our key online retail partners; across retail through potential ‘own label’ development and also in store where our channel partners will start to show how brand and customer focused design creates a demand for accessories beyond a price and/or promotion-led incentive.”

Exspect: 020 7183 9666

JOHNSON: Music games specialist joins Exspect as business development exec

8,9 MCV548_final:8-9 MCV515

28/7/09

15:08

Page 2

WWW.MCVUK.COM

MCV 31/07/09 9

NEWS

Sponsored by

‘New Final Fantasy will rule PSP’ Square Enix predicts big things for ‘unique’ title Dissidia as it prepares marketing blitz

by James Batchelor SQUARE ENIX is confident that Dissidia Final Fantasy will outperform all of the series’ previous entries on PSP. The upcoming beat-‘em-up has already met success in Japan, and now the publisher is sure it will set new records

“

‘em-up for PSP,” Square sales director Doug Bone told MCV. “This has already been reflected in Japan, where despite RPGs being the dominant genre, Dissidia has outsold Crisis Core considerably and we have no doubt that this will be reflected in the UK, where pre-

Dissidia has outsold Crisis Core considerably in Japan – and we have no doubt this will be reflected in the UK. Doug Bone, Square Enix

in the UK, surpassing that of its predecessors such as the 2008 smash hit, Crisis Core: Final Fantasy VII. “Crisis Core was the PSP’s summertime smash for last year. Thanks to Dissidia’s strength of narrative and solid fighting mechanics, it manages to remain essential to the Final Fantasy hardcore whilst still becoming the definitive beat-

”

orders are tracking even higher than initial expectations.”

Pre-orders are expected to increase further with the recent announcement of a collector’s edition. This will include a copy of the game, unique clamshell packaging, and a special soundtrack CD. “Dissidia Final Fantasy is a milestone release for Square Enix,” added senior product

[IN BRIEF] ATARI: The Xbox 360, Wii, DS and PC editions of Ghostbusters: The Video Game will now be released on October 26th.

DISNEY: A range of games are in development to complement Tim Burton’s Alice In Wonderland. They will be released on Wii, DS and PC alongside the film’s debut in early 2010.

SPECIAL: Square will release a Collector’s Edition of Dissidia

manager Adrian Arnese. “With its crossover of heroes, villains and other key elements from across the Final Fantasy series, Dissidia Final Fantasy is a unique and very special celebration of the brand.”

Square Enix is following a similar marketing plan to the one that made Crisis Core such a strong seller last year. A heavyweight TV campaign will run from the game’s release, with 20-second creatives

reaching over two million 16 to 34 year-old males through terrestrial and satellite channels.

This will be complemented by print ads running for three months in both specialist gaming and movie publications.

Online advertising will begin a month ahead of release. An outdoor poster campaign will run on the London Underground, targeting commuters post-launch.

Square: 020 7324 5223

New games packaging Gamescom signs Kojima solution hits market SHOREWOOD.blueprint has launched two new DVD media packages for multiple disc releases: the ShoreStack and the ShoreTwin.

“The ShoreStack and the ShoreTwin have previously only been available from one supplier, so we are offering clients a choice of who to use at a competitive price,” said group marketing director Amanda Colvin.

“They are very flexible, with the ShoreStack holding up to 13 discs. It’s ideal for games brands with multiple discs to be packaged together.

“Our European and US production plants mean we can manufacture and deliver them quickly anywhere in the world.

“The ShoreStack and the ShoreTwin are the first of many new product launches.”

Shorewood.blueprint: 020 7183 9666

DEVELOPMENT legend Hideo Kojima will appear at 2009’s Gamescom show in Cologne, Konami has announced.

The Metal Gear Solid creator will be joined at the event by development boss of Pro Evolution Soccer Shingo ‘Seabass’ Takatsuka, who will show off exclusive footage of PES 2010.

“Visitors to this year’s Gamescom will get the unique chance to meet Konami´s greatest talents from overseas and Europe,” commented Martin Schneider, European

BLIZZARD: Sam Raimi, director of the Spider-Man trilogy and Evil Dead, has been the named as the director of the longrumoured World Of Warcraft movie adaptation.

SEGA: The Super Monkey Ball series will return in 2010 with Step & Roll, a Wii exclusive that is compatible with the Wii Balance Board.

MICROSOFT: The newly formed 343 Industries, Microsoft’s Halo brand management team, has joined forces with several leading figures in the anime community to create Halo Legends – a collection of original animated short films.

KOJIMA: Metal Gear Solid boss will appear at Gamescom

marketing and director for Konami Digital Entertainment.

Gamescom takes place from Wednesday, August 19th to Sunday August 23rd. www.gamescom-cologne.com

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

MOBILE.MCVUK.COM

Nationwide Experiential Gaming. p4wnd.

Play. Experience. Shop. Coming to 47 hmv stores this year.

Virtua Tennis 2009 All formats - SEGA Freeplay & Competitions at all gamerbase stores Joining this impressive roster of tennis stars are hmv customers all over the country competing for exclusive prizes! Promotion during Wimbledon Fortnight and again in early August.

Harry Potter & The Half Blood Prince All formats - EA

SECTION 8 PC and 360 - Southpeak

Freeplay and Daily Competitions

Press Day 23rd July, hmv Piccadilly Circus plus Pre-Order campaign and Freeplay Week

Compete at hmv gamerbase stores for the Hogwarts Quidditch Cup! Take on Hufflepuff, Ravenclaw and Slytherin in the most exciting wizarding sport with prizes and promotions for all ages!

hmv pre-order campaign promoted via exclusive first play of game at all gamerbase venues one week prior to release. Contact Southpeak for entry to Press Day.

contact: dominic.mulroy@hmv.co.uk

10 MCV548_final:Layout 1

28/7/09

10:45

Page 1

10 MCV 31/07/09

WWW.MCVUK.COM

NEWS

‘New Hello Kitty’ heads Rising Star’s assault on mass market Ambitious publisher confident Angel Cat Sugar can become this year’s must-have product for Christmas

by James Batchelor RISING STAR GAMES is planning a major summer push for Angel Cat Sugar – a game based on the latest creation from the founder of the Hello Kitty franchise.

Angel Cat Sugar has already become an immediate success

“

Hau. “The strong international brand presence, business model and loveable characters means the potential is certainly there for the Angel Cat Sugar brand to really take off in the UK. “We’re confident this will be the platform to launch an assault on the mass market which will see both the game and brand

The challenge is establishing the brand over the summer prior to launch – it is an exciting new prospect for us.

Yen Hau, Rising Star Games

in Japan, with the character chosen as the official mascot for one of the nation’s highest rated TV shows. And now Rising Star is targeting the UK as the next step for the brand’s spreading popularity.

“Angel Cat Sugar is a key release to Rising Star Games for the remainder of 2009,” said product marketing assistant Yen

”

establish a foothold in the UK leading up to Christmas. Who knows? Angel Cat Sugar could be the must-have product this Christmas.”

Rising Star is planning a mass market PR campaign that will focus largely on the brand’s creator Yuko Shimizu, the artist behind the success of Hello Kitty. This will see coverage

Rising Star’s Yen Hau provides a glimpse of the merchandising opportunities Angel Cat Sugar presents

promoting the game in a variety of national newspapers, kids’ magazines and other lifestyle publications. The company has also hinted at the merchandising opportunities available.

The campaign represents a new challenge for the publisher.

“Product-wise, Angel Cat Sugar isn’t too dissimilar to

some titles that Rising Star has released in the past,” explained Hau. “The game’s core target demographic is pretty close to that of, say, Harvest Moon, Ecolis, Bomberman, Rainbow Island and Bakushow, albeit just slightly younger.

“The challenge is establishing the brand over the summer

prior to launch, something Rising Star has never had to do before. It is an exciting new prospect for us but something we feel will be a big success for both Rising Star Games and Angel Cat Sugar.”

Angel Cat Sugar is due for release on DS in October.

Rising Star: 01582 433700

Venom: ‘Accessories key to retail survival’ VENOM’S newest recruit David Davies has spoken out on the importance of peripherals at retail, encouraging retailers to take advantage of the various opportunities they present in order to survive the recession.

“Everyone’s adapting to the current financial climate and our customers are understanding the benefits of focusing on accessories as it helps them increase their overall margins, which is key to survival,” he told MCV. “We need more people maximising bundling

opportunities as the benefits are much higher for both our customers and the end user.”

Davies has joined Venom as national accounts manager after

“

He brings years of experience within the games industry to the company and is using this to strengthen its position in the peripherals sector.

We need more people using bundling opportunities as the benefits are much higher for customers and the end user.

David Davies, Venom

almost a decade of working at UK distributor Gem. There he also worked for the company’s Exspect accessories division.

”

“I hope to bring a good all round knowledge of the games industry,” he said. “My seven years at Gem and Exspect has

been a great backbone to my knowledge of the market and an understanding to the challenges we all face.

“Being a gamer for most of my life has helped me to understand what accessory companies are trying to achieve and helps me to come up with new ideas for products.

“I’m mainly looking forward to working closely with our customers and understanding the challenges they face, as well as working alongside to help overcome them.”

Venom: 01763 284181

Former Exspect man Davies moves to strengthen Venom

www.gamescom-cologne.com

games trade fair: Europe‘s largest 000 visitors * More than 200, ea meter exhibitor ar re ua sq 0 00 0, 12 * rs 00 industry visito * More than 15,0 ss area * Exclusive busine d events on the Shows parties an city. s and across the trade fair ground

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

Gamescom_AZ_230x315_MCV_FB_GB_1_1.indd 2

Mo. 17.08.

CELEBRATE THE GAMES 19 – 23/8/2009 COLOGNE

Tu. 18.08.

We. 19.08.

GDC

Th. 20.08.

Fr. 21.08.

Sa. 22.08.

Su. 23.08.

open to all visitors exclusive day for industry professionals and the press

business area closed

19.06.2009 9:59:34 Uhr

12,13 MCV548_final:Layout 1

27/7/09

17:27

Page 1

12 MCV 31/07/09

WWW.MCVUK.COM

MCV INTERVIEW CHRIS DEERING, CHAIRMAN, EIF

Pride of the North With the Edinburgh Interactive Festival sneaking up next month, we speak to the event’s chairman Chris Deering…

What’s new for this year’s Festival? are, if not distracting, then perhaps less We’re in a new venue this year, the than essential. People can work out the Corn Exchange. It’s certainly going to story pretty quickly in a game. I mean, be funkier than in the past. It has nice you wouldn’t have a porno film with a features and we’re trying it out. It has three-hour intro. the same benefits for attendees, but There’ll be plenty of controversial might be even more fun. Also, this is the subjects to evoke discussion around the first time we’ll be covering Facebook coffee bar. It’s one of the things that games. We don’t have a specific section makes us unique. on iPhone games, but they’ll be equally prevalent. I was at South By South West What’s your view on the future of Interactive earlier this year, and they had the blockbuster game? a big showing then. We also have some Before there can be as many blockbuster standard, traditional subjects, such as hits as there were in the past, games financing for publishers. have to be produced in a more efficient I’m looking forward to seeing Playfish fashion with more productivity tools. boss Kristian Segerstrale. That company There has to be some hybrid form of has around 500,000 concurrent users monetisation, including both the upfront and five millions visits a day – all spend and an after-market transaction. through Facebook, which is amazing.

In order to price the games at a level The theme for this year is that out of chaos is Consumers won’t spend more born opportunity.

– but to make today’s games, We step back more publishers have to spend than other game events more. That’s a key problem. and discuss ‘around’ subjects, for a more Chris Deering, EIF compelling experience.

We’re also very welcoming of everyone. today where they would support an If it’s interactive, we’re interested. And industry like it was ten years ago, they’d if we think it has impact on the industry have to be £70. People just don’t have we’re even more so. that kind of money; there’s a psychological glass ceiling.

What do you see as this year’s Consumers won’t spend more, but to particular highlights? make the game, publishers have to There are multiple highlights, especially spend more. That’s a key problem. The with EA Sports’ Peter Moore in town. cost of development is ten times what it I’m particularly looking forward to the was for PS2, and more like 20 to 50 debate on the future of blockbuster times more than on PSOne. games, which will focus on whether Then there’s all this casual stuff that they are coming to an end. No-one costs hundreds of pounds and that can really believes that they are completely, reach 50 million phone users. The of course – but things as we know them market has expanded very much as a certainly are. Ray Maguire, Ian result of escaping the keyboard and Livingstone and Peter Moore will be escaping high price points. involved in that one. It should be an I don’t think anyone wants to see the interesting debate. end of this era, but some things have to I’m also looking forward to [former come in line before it will grow again, Edge editor and BBC journalist] because there are too many things Margaret Robertson, who always has a competing for the consumer’s time, wise take on the industry. This year, including free MMOGs that take hours she’s going to talk about the contention to complete. Then there’s Facebook and that the storylines behind today’s games Twitter; people are Tweeting themselves

“

half to death. There are lots of things you can get for less than the relative value of paying 50p an hour for a very high end game.

What separates Edinburgh from E3, Cologne and other shows?

E3, Cologne, CES and GDC all do their thing brilliantly, but Edinburgh is more of a celebration of the creativity of games and interactive experiences.

Although we do cover some business, it’s more of an exploration of the canvas of interactivity.

We’re more future-facing in a longterm way, while those shows are more about what’s coming in the next few months. We try to get out ahead of what’s coming. We covered micropayments in the last couple of years – and they’ve really taken off this year. We had a session on GPS last year. It’s still a bit early on that, but there’s no doubt in my mind that real GPS will have an impact in gaming at some point soon.

People who visit Edinburgh are there for different reasons than when they go to E3. They’re interested in explaining the creative culture of games. Some people might think that idea is just too airy-fairy for them, but a bit of blue sky thinking isn’t a bad thing once a year – especially in an atmosphere of live creative thinking like the Edinburgh Festival. Some of that atmosphere rubs off on us.

This isn’t a giant for-profit event.

Most people involved work on the content and other aspects are all volunteers, including myself. We think it’s an interesting way to look at the business. If people agree with that, they’re welcome. If they think it’s too far afield to them, that’s fine – they won’t be interested in looking at the industry this way.

It’s an intimate, convivial event.

It’s the same people in the same room for two days – it’s just that some of them happen to be pretty important!

I’m sure we’d like [attendance numbers]

”

to go up over 300 eventually, but we’re at about 250, which is a perfect size for what we want to achieve for now.

You will once again set the tone for the Festival with your introductory speech. What themes are on your mind?

I’m still digesting what’s going to be covered and see the trends. I can make some predictions of multi-playing devices, where a game has a personality of its own and you can enter it from a phone or an iPod, do a bit of work on it in the office, and then enjoy it on a big screen when you get home.

Other than that, I’ll probably just say: It’s tough out there folks! There seems to be an endless duel between publishers and retailers, but the truth is, it’s tough for everyone at the moment. At least we’re having a tough time in a fun business. We could be having a tough time in plumbing supplies.

12,13 MCV548_final:Layout 1

27/7/09

17:27

Page 2

WWW.MCVUK.COM

MCV 31/07/09 13

MCV INTERVIEW CHRIS DEERING, CHAIRMAN, EIF EDINBURGH – THE LINE-UP THURSDAY, 13TH AUGUST 2009 Introduction Chris Deering, Chairman of Edinburgh Interactive Keynote: The Challenge of Reinventing the Iconic Sports Brand Game Peter Moore, President of EA Sports A session on how the brand has been reinvigorated through consumer insight, technology innovations, global partnerships and the launch of new product categories.

The More Things Change Sean Dromgoole and Crawford Christie of GameVision A session that will show not only how the market for games has expanded demographically in the last four years but also where the value now lies within the new marketplace.

Today’s Games Industry The Search for Profits, Ed Williams, MD of BMO Capital Markets A look at the rising development costs and higher licensing fees that games companies are currently experiencing.

What If? Cliona Kirby, Parner at Olswang A look at how tax breaks might apply to video games, now that the main political parties are promising the industry ‘Smarties’ leading up to the next election. Cliona will be cross examined by Fred Hasson and Ian Livingstone.

Lessons from Social Games Kristian Segerstrale, CEO & Cofounder of Playfish (whose ‘Pet Society’ is the leading game on Facebook with 5 million daily players) A discussion on how social games have experienced explosive growth and are at the forefront of broader industry trends such as free-to-play, games as a service, social game design, user-generated content and digital distribution.

DEERING: Edinburgh Interactive Festival Chairman will introduce this year’s event

It’s All In The Browser A panel session which will look to answer the secrets to the success of browser-based games.

Timo Soininen, CEO of Sulake Corp (Habbo Hotel); Simon Guild, Chairman of Bigpoint Games; Simon Seefeldt, Head of Business Development of Jagex (Runescape) Grow Up And Stop Playing With Yourself!

Mike Bennett, CEO & Creative Director of Oil A look at how social media and playable stories can be used to engage and educate young audiences around tough topics.

Sound Only Games Martin Owen, CEO of Smalti Technology This session will focus on the power of sound and music on stimulating the imagination.

The Great Debate – Are Blockbuster Games Coming To An End? Ian Livingstone, Life President of Eidos (Chairman) Peter Moore, President of EA Sports Ray Maguire, Head of Sony UK Kristian Segerstrale, CEO & Cofounder of Playfish Sean Dromgoole, CEO GameVision Industry veterans battling it out using the power of speech and argument.

FRIDAY, 14TH AUGUST 2009 Let Avatars Speak For Themselves Rob Seaver, MD of Vivox This session will look at the business and social implications of adding voice to games. Beyond in-game changes, social networking is extending and moving more of the gaming community to third party sites. How can game developers capitalise on these changes and build stronger more profitable communities.

Evolution of Branded Games Peter Cowley, MD of Digital Media, Endemol UK (Big Brother, Deal Or No Deal) Peter Cowley will cover games that support TV shows, the rise of social gaming and the convergence of TV game shows within games.

Improving the Multiplayer Experience Through Social Technology Jim Crowley, President & CEO of Turbine Inc A look at the multiple types of virtual environments that exist today, and how among each of these environments, community is key.

Stop Telling Tales Margaret Robertson, Industry Consultant What if someone told you that you could make fans just as happy for a fraction of the effort and cost?

What’s On Gamers’ Minds?

Kieran O’Neill, MD & Co-founder of Playfire An in-depth look at real time information about the games people are playing... what they like, what they don’t like and how that translates into the game choices they making right now.

Summary and thanks Chris Deering, Chairman of Edinburgh Interactive

dps MCVxxx_v1:Layout 1

28/7/09

15:47

Page 1

dps MCVxxx_v1:Layout 1

28/7/09

15:47

Page 2

10 Years of Games Localisation Excellence

Meet us at us at the

in Cologne!

(ALL "OOTH * + For appointments, please contact Thomas Freund ¡ T +49 (0) 69 80 90 88 50 ¡ E Thomas.Freund@4-real.com

Translation Audio Recording Project Management Quality Assurance y

y

y

4-Real Intermedia GmbH ¡ LudwigstraĂ&#x;e 32 ¡ 63067 Offenbach ¡ Germany ¡ T +49 (0) 69 - 80 90 88 0 ¡ E info@4-real.com

Anzeige_4realim_MCV2009.indd 1

www.4-real.com

17.07.2009 17:00:58

17,18 MCV548_final:Layout 1

27/7/09

17:26

Page 1

WWW.MCVUK.COM

MCV 31/07/09 17

MCV INTERVIEW MURRAY PANNELL, MARKETING DIRECTOR, UBISOFT

Ubisoft’s Pannell show Earlier this year MCV broke the news that long-time Microsoft man Murray Pannell had joined Ubisoft as marketing boss. In his first major interview since taking the role he talks to Michael French about the publisher’s titles for this year, a long-term promotion strategy and reaching new demographics…

You’ve been in the role for four months now – has it been much of a contrast working at a third party publisher instead of a format holder?

One of the big reasons to change from Xbox, where I was for six and a half years, was the desire to think about the broader market – and because whilst Microsoft is broadening out in its games offering, it’s not in the handheld space.

In many ways I grew up with Xbox as I was there just after the original console launched and stayed to see the Xbox 360 enjoy great success. But I wanted to get more into DS and learn to love PlayStation again. I was at the time being – quite rightly – partisan about my support for the Xbox. But I wanted to broaden my experience back into the wider industry and this job was a great opportunity.

Obviously Ubisoft is very well respected in its own right with a significant growth over the last four years and beyond. It was an ideal publisher to look at when the opportunity arrived to broaden my experience The other thing I realised once here was that there was a strong team here which Jon Rosenblatt had effectively managed over the last two years and it’s really good to go somewhere with a strong team who know what they are doing and have great passion for their products. That makes the transition so much easier.

Are there any immediate opportunities apparent to you since joining Ubisoft?

Ubisoft has been great at working quickly in a development sense to take advantage of trends and new niches that are being created by new platforms like Nintendo. So for me one of the interesting questions is whether some of those broader appeal titles that exist on Nintendo platforms could evolve onto Xbox and PlayStation in the future.

After all they are franchises that are heavily in the minds of young people

times. The question is, how many more people can we bring into the sector?

Looking at new experiences like the Wii Motion Plus and other devices coming from the platform holders – and also the online sector – are important to that.

Xbox Live and PlayStation Network started in the hardcore but now I think are growing their user bases, while webbased gaming is also growing. I think it’s up to us in the industry to think about clever ways to connect those things together, particularly on the development side.

The biggest challenge is addressing how attitudes to the way consumer content is changing. Whether it’s a movie licence game, a big franchise game or a TV show, how you deliver that through a phone, games console or web portal is something every entertainment medium is currently trying to address. It is an interesting kind of dynamic that will evolve.

Certainly my experience at Ubisoft so far is that we are an entertainment company, not just a games developer.

We want to look at how we can exploit franchises in the console space, but also other ways to franchise things out – potentially movies and other things.

Growing those ties will be fascinating development over the next few years.

PANNELL: Ubisoft marketing boss says that the company’s product diversity makes it unique

who might buy into those other formats sometime in the next 24 months.

Do you foresee any upcoming changes in the market for games that might impact how a publisher has to approach marketing?

If you look at pure numbers, then clearly there are more people playing games than ever before and I think all of us in the industry are very glad about that – and perhaps slightly surprised to some extent, given that such growth can occur even in tough economic

“

Ubisoft is an entertainment company, not just a games developer. We are looking at movies and other things.

Murray Pannell, Ubisoft

”

That was a clear message at E3, with the talk of ‘confluence’ between games and film – and the recent announcement of Assassin’s Creed short movies...

It’s about creating something that can stand toe-to-toe with those other entertainment mediums. It’s also about going one step further and asking how you create game franchises that could become the next big blockbuster movie – creating something that exists not just on gaming consoles but on other platforms, too. Ubisoft spends a lot in terms of time on making games so that they have the same level of creative input as any movie franchise. I think that we can create something which

17,18 MCV548_final:Layout 1

27/7/09

17:27

Page 2

18 MCV 31/07/09

WWW.MCVUK.COM

MCV INTERVIEW MURRAY PANNELL, MARKETING DIRECTOR, UBISOFT

BLOCKBUSTERS: Pannell predicts things for (from left to right) Assassin’s Creed 2, Avatar and Splinter Cell: Conviction

people want to play in the way they might want to watch a film made by a famous director.

Ubisoft announced a number of titles at E3 and you have a fairly packed schedule leading up to Christmas. What are the key games?

I think there are some very clear blockbusters, such as Assassin’s Creed 2 and Splinter Cell: Conviction on the schedule, along with other games for different audiences – such as the new Rabbids title and Red Steel. It’s a very diverse and wide line-up, which is another of the real contrasts I have found coming in to Ubisoft.

I think we have a number of world class games that have every chance of doing significant numbers. If we invest our time and effort into pushing those up ten per cent across the board, Ubisoft will go from having a good year to a superb year. My remit to my team is to focus on the winners, do 100 per cent of the basic on the rest – but just make sure we put our real time and effort on those top games. There are five or six that can sell over a million – certainly some of them like Assassin’s Creed 2.

James Cameron’s Avatar is also part of that mix, but the industry has a mixed history with licences.

What’s your strategy going forward?

My view on the situation is that if you can tie into some of the big blockbuster momentum you’ve won half the

battle. And from what we know so far, them are active on communities. We all Avatar looks set to be a world-changing want Assassin’s Creed to be a true mass kind of cinema given its pedigree and market title, for example, but that still elements like the 3D. It reminds me of needs to have a core excited fanbase at the experience I had at EA when I its centre. That vocal minority can really worked on the first Harry Potter game – Avatar reminds me of which was an incredible working on the original Harry entertainment Potter game at EA – a true phenomenon.

My expectation is entertainment phenomenon. that the quality of Murray Pannell, Ubisoft Avatar and the experience that you see when you go to change the way a game is perceived – the cinema will create an amazing buzz that core of people includes the press that we can hopefully ride the wave of. and retail too. If the people in the know And of course the game is very special, get excited it sends shockwaves too. throughout the industry and beyond.

From working on things like Halo and Do movie games present unique Gears of War I’ve seen that if you spend marketing challenges? some time working on just that I think the challenge is that you’re ‘hardcore’ audience, in some ways the slightly out of control of the franchise. masses will follow.

So at the end of the day it will be the In a year where we might be very studio who has a lot of say of what can conscious of costs and very tight on be said and when it’s said. But what we’re spending and how we properties with one creative visionary in spend it, going after the core is going to charge can be really successful. Avatar be absolutely critical. has James Cameron, and with Potter there was one person ultimately in What about Ubisoft’s hugely charge of that – J.K. Rowling – who successful range of casual Imagine everyone was terrified of disappointing. games – that must be quite a That can give real focus. contrast for you?

True. Personally my biggest challenge is Ubisoft was one of the first finding out more about that audience to dedicate time to because that’s something I’ve never online communities – really done before. something Microsoft Coming in it’s clear Ubisoft has a good team on the Imagine range, run by did plenty of too. Will you be Mark Slaughter. When it comes to the continuing that? contrast with core gamers, what Ubisoft My experience is that you ignore your has done is experiment quite a lot – core user at your peril, and many of

“

that’s what I like about the company; it will give everything a go and see if it works. In terms of marketing to the core audience it is of course a slightly different thing – it’s very much about selling a lifestyle and selling a set of values that people buy into. There’s also a balance you have to get right in that market of getting the fundamental user base of girls into it, but also giving the parents very much the authority to know about the products and trust in the content.

”

The marketing for Assassin’s Creed 2 has started early, with a TV ad and other activity – has this been an intentional early drive?

The Five TV ad alongside The Da Vinci Code was a tactical opportunity, and the game fitted tonally with the content of the movie.

One thing Ubisoft had identified strategically was that we wanted to build the awareness and hype from early on. It sort of goes back to my point about having the key opinion formers on board and talking to them early – you can’t build a real hype machine in three months.

It’s very difficult to tell if that specific example will have a very tangible effect on the sales, but it did drive pre-orders up overnight. It was something that was set up by the team before I arrived, but I am always keen to experiment with new things – I don’t mind us spending some money on TV and this kind of creative approach to marketing so long as we’re learning from that.

&0B$VKHV&ULFNHW B0&9*DWHIROGB LQGG

&0B$VKHV&ULFNHW B0&9*DWHIROGB LQGG

&0B$VKHV&ULFNHW B0&9*DWHIROGB LQGG

&0B$VKHV&ULFNHW B0&9*DWHIROGB LQGG

21-25 MCV548_final:Layout 1

WWW.MCVUK.COM

27/7/09

09:09

Page 1

MCV 31/07/09 21

GAMESCOM: SHOW PREVIEW

Com inside In just a few weeks Europe’s leading publishers, developers and the media – not to mention thousands of consumers – will descend on Cologne for the inaugural Gamescom. MCV provides an extensive guide to what you will see in Germany’s latest games showcase...

21-25 MCV548_final:Layout 1

27/7/09

09:09

Page 2

22 MCV 31/07/09

WWW.MCVUK.COM

GAMESCOM: EVENT DETAILS

Conventional

thinking The premier European games consumer and trade show is finally here, and MCV provides you with the essential information you’ll need to survive the five-day video game extravaganza…

THE INAUGURAL Gamescom in Cologne is a five-day games expo for consumers and trade. Along with a mix of festival-style events, the show consists of content for both trade and non-trade attendees with dedicated entertainment, conference and business areas.

The exhibition centre consists of 11 halls with 284,000 square meters of potential exhibition space, four

entrances via the boulevard, a sizeable outdoor area, more than 60 meeting rooms, two modern press centres and a spacious VIP area.

In terms of layout, halls four and five are reserved for trade partners and businesses (see right), meanwhile halls six through nine are set aside for the entertainment areas, with 80,000 square metres of exhibition space. All of which is connected through the

boulevard, which features food and non-food shops, a bank, a travel agency, telecommunications services including wireless LAN hotspots, a postal service and parcel delivery.

Cologne itself is a beautiful city, with plenty of places to visit, explore, drink and eat, and can be reached via rail, road and air, with a train stop right outside of the fair. Check below and right for all the details you’ll need.

GAMESCOM: THE FACTS DATES Wednesday, August 19th to Sunday, August 23rd (August 19th is a day for trade visitors and the media only; event opens to the public on the Thursday; business area will be closed on the Sunday.)

ORGANISER: Koelnmesse, Cologne, Germany.

LOCATION: Cologne Exhibition Centre.

OPENING HOURS: The business area is open every day from 9am to 7pm; exhibitors can access the entertainment showfloor an hour before and after its usual hours of 10am to 8pm.

Gamescom Business Area: Designed as a place for retailers, publishers, service companies and developers to do business.

Gamescom Conference Programme: There are two lecture-based events running in complement of Gamescom. They are:

Gamescom Entertainment Area: An E3-like showcase of upcoming product designed for both trade and consumer visitors. The organisers promise ‘jaw-dropping indoor and outdoor performances’. Individual gaming zones for specific genres such as sports, lifestyle, action and e-sports also ‘make this trade fair unique’.

GDC Europe: Running ahead of the main Gamescom event, from August 17th to 19th, this developer conference promises a mix of keynotes, lectures, roundtables and workshops with speakers from across Europe and around the world.

Gamescom Festival: Runs from Friday, August 21st to Sunday, August 23rd. Starting with a music concert, the festival will stretch beyond the exhibition centre to include a number of different events to showcase the culture and variety of gaming.

gamesCompetence: Taking place on Thursday, August 20th, this is a special forum dedicated to discussing the issues around child-safety and ageappropriate content in video games.

The forum is backed by the state of North Rhine-Westphalia (where Cologne is located).

21-25 MCV548_final:Layout 1

27/7/09

09:09

Page 3

WWW.MCVUK.COM

MCV 31/07/09 23

GAMESCOM: EVENT DETAILS

HALL 7 Bigben Interactive, Hama, Koch Media, Konami, Sony Ubisoft

HALL 6 Activision Blizzard, Capcom, Electronic Arts, Microsoft, Square Enix Take Two

HALLS 4 AND 5 The Business Centre

HALL 8 Nintendo, Sega Namco Bandai Warner Bros. dtp Entertainment

HALL 9 GOA, NcSoft, Funcom Turtle Entertainment

FOOD AND DRINK: As well as plenty of places to visit around the city, there are 37 restaurants, snack bars and cafes available on site.

TRANSPORT: There is many ways to get to Cologne and the trade fair, with everything you need to know about travel arrangements available at www.koelnmesse.com.

During the trade fair, your admission ticket or trade fair pass is valid as a travel ticket on all local public transport. The passes are also valid as travel tickets for an extra two days before and after the fair.

By air: Cologne is roughly 90 minutes or less away from almost all of Europe’s capital cities, and about 15 minutes by car or direct train from Cologne-Bonn Airport. There are direct flights to some 160 countries, while Dßsseldorf Airport is roughlty 45 minutes by car or 25 minutes by train.

By rail: Visitors can take the train directly to the event, with trains stopping at the Koelnmesse/Deutz station opposite the exhibition centre.

There are also connections to the ICE 3 high-speed train route to Frankfurt, daily connections via train firm Thalys from Cologne Brussels and Paris. There are also daily connections by Eurostar via Brussels to London.

By road: Cologne has an excellent network of motorway and access roads.

When in the city there is traffic guidance for access to Koelnmesse without traffic lights or intersections (simply follow the green signs), while the motorway exit leads you straight to the exhibition centre car park. There is parking space for some 15,000 vehicles, and there are shuttle busses around the exhibition ground.

Hotels: There are over 100 partner hotels of Koelnmesse, which can be viewed and booked as part of a travel package at www.koelnmesse-service.com.

21-25 MCV548_final:Layout 1

27/7/09

09:09

Page 4

24 MCV 31/07/09

WWW.MCVUK.COM

GAMESCOM: CITY GUIDE

Welcome to Cologne Gamescom may be the star attraction, but there’s a lot more to the city than just trade fairs. MCV takes a closer look at the hotels, bars and restaurants that can be found in Cologne…

The ancient German city of Cologne boasts some remarkable buildings and landmarks from throughout history, such as the Roman gate, the Cologne Cathedral and the Mediapark.

Visitors to the city can take in the incredible architecture, as well as visit the many museums, memorials and art galleries on offer. The city also features plenty of bars, clubs, cinemas and restaurants, as well as hundreds of hotels and guesthouses for people to stay in. Below is a run down of the places to sleep, visit and eat and drink during your stay in one of Europe’s great cities...

BARS AND CLUBS

RESTAURANTS CAMPI IM FUNKHAUS Decorated in a 1950s style, this eatery features Italian bistro cuisine and appeals to VIPs and journalists. www.campi-im-funkhaus.de

Cologne has a vibrant night life, with countless concerts, discos, theatres and cinemas. But the real thing to look forward to is that German beer. Here is a run down of some of the top bars to spend your time in until the wee hours.

MAYBACH Based at the Mediapark, the Maybach is reasonably priced, has a cross-cultural standard and features a large beer garden. www.maybach111.de

HOPPER This former chapel of a monastery is now a cool restaurant with 55 indoor seats and a further 40 outside. An ideal place to eat if you’re after something a little different. www.hopper.de

Harry’s New York Bar Visitors here can enjoy top cocktails on the ground floor of the five-star Interconti Hotel.

HOTEL IM WASSERTURM One star Michelin chef Hans Horberth shows of his culinary skills at the La Vision restaurant on the 11th floor of the Hotel im Wasserturm. The food is French and features a stunning view. www.hotel-im-wasserturm.de

HEISING UND ADELMANN Featuring creative cuisine in the heart of Cologne’s night life hotspot, the Heising Und Adelmann is famous for its long bar, large inner courtyard terrace and beer garden. www.heising-und-adelmann.de

There are over 4,000 places to eat in Cologne, and that’s not including fast food outlets. Below is a handful of the key places to dine out, while you can reserve tables and view menus online at www.globalguest.de

Piano Bar at the Maritim Hotel Live music, club ambience, dance floor in this glamorous bar.

Alter Wartesaal Probably Cologne’s most stylish nightclub, the former train station waiting room has become the top place to party with a mix of black music, soul and ’80s hits. And that’s not to mention Depeche Mode parties.

Shepheard This High-class cellar bar boasts prizewinning cocktails (at about e8 a pop), and there are 200 to choose from.

Blumengold Featuring electronic music, this club can hold 400 guests and runs regular theme parties. The venue also puts on great light shows and is apparently ideal for the older party goer.

La Strada The highly popular pub-café-crêperie is for all ages, and according to locals often attracts bizarre crowds.

Studio 672 The classic Cologne club has something for everyone, including funk, techno, house, electronic and new jazz sounds. It is situated in the basement of the Stadtgarten restaurant.

21-25 MCV548_final:Layout 1

27/7/09

09:09

Page 5

WWW.MCVUK.COM

MCV 31/07/09 25

GAMESCOM: CITY GUIDE

HOTELS Koelnmesse has over 100 partner hotels for their various events, which have been selected for their high standards of in terms of quality, cleanliness, service and value for money.

Many of the hotels are available close to the trade centre, with over 60,000 beds available in and around Cologne.

Visitors can book rooms as part of an overall travel package that includes flights and/or hire car at www.koelnmesse-service.com.

Hotels include the following:

UP TO 2KM FROM THE CONVENTION CENTRE CityClass Hotel Caprice Daily rate: e114.00 (inc. Breakfast) +49 221 920540

2.1 - 5KM FROM THE CONVENTION CENTRE Hotel Im Wasserturm Daily rate: e236.00 (Breakfast e28) +49 221 20080

5-15KM FROM THE CONVENTION CENTRE Hotel Geisler Daily rate: e70 (inc. Breakfast) +49 2203 990080

Hilton Cologne Daily rate: e219.00 (Breakfast e25) +49 221 130710

Hotel Christina Daily rate: e79.00 (inc. Breakfast) +49 221 376310

The New Yorker Hotel GmbH Daily rate: e65.50 (Breakfast e10) +49 02203 92685

Maritim Hotel Köln Daily rate: e156.25 +49 221 20270

Express by Holiday Inn Daily rate: e96.00 (inc. Breakfast) +49 221 297700

Hotel Friends Köln Daily rate: e85 (Breakfast e10) +49 221 6711880

CityClass Hotel Europa Daily rate: e139.00 (inc. Breakfast) +49 221 20580

Sonata Hotel Daily rate: e104.00 (inc. Breakfast) +49 221 920470

Best Western Hotel Brenner Daily rate: e155 (exc. Breakfast) +49 221 9486000

Hyatt Regency Cologne Daily Rate: e260. (Breakfast e27.00) +49 221 8281234

Best Western Premier Hotel Regent Daily rate: e100.00 (Breakfast e16) +49 221 54990

Mercure Hotel Köln West Daily rate: e121 (Breakfast e17) +49 2234 5140

ATTRACTIONS

MUSEUMS Cologne boasts some 36 museums and over 100 art galleries, featuring everything from Roman and Medieval exhibits to contemporary art and even chocolate.

Chocolate Museum Visitors are encouraged to enter a mouth-watering trip through three millennia of Chocolate, from Cocoa tress and Aztec ambrosia to modern bars.

Museum Ludwig The Ludwig was founded in 1976 and contains 350 works of modern art by Irene and Peter Ludwig.

Alongside are works of classical modern, expressionist and pop art.

Museum Schnütgen One of the Europe’s most important collections of medieval art can be found in the former St. Cäcilia collegiate church.

Cathedral Treasury Amazing relics such as numerous sculptures, works of art and St. Peter’s crosier can all be fond in the vaults of the Cathedral Treasury.

City History Museum Built in 1600, the former historic armoury gives visitors insight into Cologne’s economic, political and cultural history, from the Middle Ages to modern day.

Walking through Cologne is much like a walk through time, given its mix of architecture from Roman churches to post-modern buildings. Here is just a handful of attraction on offer…

Cathedral The Cologne Cathedral (Kölner Dom) is an architectural masterpiece. It sees six million visitors a year and features two gigantic towers that dominates the landscape. Admission to the Cathedral is free, although there is a small fee for those wishing to ascend the tower.

Romanesque Churches There are 12 Romanesque churches found within the old city walls. For centuries, the tower of Groß St. Martin has been a significant part of Cologne’s panorama, which is framed by the twin towers of St. Kunibert in the North and St. Severin in South. The St. Gereon church, which is named after a Roman officer, is the principle attraction in the North of Cologne’s Old Town.

Mediapark Found near the inner city, the Mediapark is the centre for IT, communication and media technology. The giant area is home to futuristic architecture, a huge film palace called the Cinedom and the Saturn electronic superstore.

EL-DE-Haus The former office building and Gestapo Prison was named after Cologne businessman Leopold Dahmen. The building’s shell was modified by the Gestapo for inhuman purposes and is now a memorial, with hundreds of inscriptions found scratched into the walls of the cells.

Claudius Therme This Spa provides rest and recuperation after a long day at Gamescom. Located in the Rheinpark and Roman in style, it is one of the nicest therma baths in Europe, with natural spring water, indoor and outdoor pools, sunbathing areas, catering, various types of saunas, steam baths and therapeutic treatments.

26 MCV548_final:46 MCV515

27/7/09

09:10

Page 1

26 MCV 31/07/09

WWW.MCVUK.COM

GAMESCOM: EXHIBITORS GUIDE Over 300 firms are set to exhibit at Gamescom next month. And we’ve packed the full list of the confirmed exhibitors so far attending (plus where they hail from) into the page below. A full guide to the exhibition will be published in our special show issue on August 14th…

1C Publishing ..............................................................................Czech Republic 7th Sense ...........................................................................................................Italy Acronis Deutschland ..........................................................................Germany Activision Blizzard Deutschland ..................................................Germany Aerosoft ....................................................................................................Germany Inter@ktiv SIN-Studio im Netz.....................................................Germany Agentur für Arbeit Köln ...................................................................Germany AIM Koordinations medien ..............................................................Germany Airmotion Games Verlags ...............................................................Germany AJS Landesstelle NRW ....................................................................Germany Ak tronic Software & Service .......................................................Germany Akella ...............................................................................................................Russia Amazing Games ......................................................................................Norway Amos-Comenius-Gymnasium Bonn ...........................................Germany APS Internet ..........................................................................................Germany Artematica ........................................................................................................Italy Artificial Technology .........................................................................Germany arvato games task force Sonopress .........................................Germany Asociación de Desarrolladores .............................................................Spain astragon Software ..............................................................................Germany Namco Bandai Partners Germany .............................................Germany Attractive Games ..................................................................United Kingdom Audio Gaming ..............................................................................................France Autodesk .................................................................................................Germany Avanquest Deutschland ...................................................................Germany b.i.b. International College ..............................................................Germany B.R. Productions .................................................................................Germany Bayer .........................................................................................................Germany Bethesda Softworks Europe .............................................United Kingdom BHV Softaware ......................................................................................Germany Bigben Interactive .............................................................................Germany bigFM PPG S.W. ....................................................................................Germany Bigpoint ...................................................................................................Germany BIP Media ......................................................................................................France Black Sheep Studios ....................................................................................Italy Boomtown ................................................................................................Denmark BrainGame Publishing .....................................................................Germany Braun Handels ......................................................................................Germany Bug Tracker ..................................................................................................France Campus Sportswear ..........................................................................Germany Government of Canada.......................................................................Germany Capcom .....................................................................................................Germany Deutsche Casemod ..............................................................................Germany CCP Games ..............................................................United States of America CDA Datenträger Albrechts .........................................................Germany cdv Software Entertainment ........................................................Germany Chinese Gamer .............................................................................................China City Interactive ..........................................................................................Poland ClickandBuy Marketing ...................................................................Germany Compedia ........................................................................................................Israel ComputerProjekt Köln e.V. Spieleratgeber-NRW ................Germany ComScent ...............................................................................................Germany Corecell Technology .............................................................................Thailand Creative Distribution .........................................................United Kingdom CyberLink Europe ..........................................................................Netherlands CyberPlanet Interactive ....................................................................Thailand DaddelBib Stadtbücherei Neukirchen-Vluyn .........................Germany DaoTec Telecom .......................................................................................Austria Deep Silver a division of Koch Media ........................................Germany DESHV .......................................................................................................Germany Deutscher Kinderschutzbund Landesverband ......................Germany DHM interactive .........................................................................................France Digital Bros ..................................................................................................France Digital River ..........................................................................................Germany Digital Works Entertainment Inc. .....................................................Japan Digitale Kultur .......................................................................................Germany Drogenhilfe Köln ...................................................................................Germany dtp entertainment ..............................................................................Germany Edizioni Turbo .................................................................................................Italy Eidos .........................................................................................................Germany EKO Software .............................................................................................France Electronic Arts .....................................................................................Germany Emergent Game Technologies .......................United States of America Enjoy Event Marketing ....................................................................Germany EuroVideo .................................................................................................Germany EverSim Immeuble le Concorde ........................................................France Exkee, Incubateur Multimédia ............................................................France Fan Afzar Sharif Company .......................................................................Iran FH Köln Institut Spielraum ............................................................Germany Fishlabs ....................................................................................................Germany flashpoint ................................................................................................Germany Focus Home Interactive ........................................................................France Foreign Media Games ..................................................................Netherlands Fox Interactive Media ..........................................................United Kingdom Frame Studios SRL ......................................................................................Italy Franzis Verlag ......................................................................................Germany Funcom .................................................................................................Switzerland Futuremark Oy .........................................................................................Finland G DATA Software ................................................................................Germany Gala Networks Europe Limited ........................................................Ireland Game Factory Interactive (GFI) .....................................................Cyprus Game Life ...................................................................................................Belgium Game Outlet Europe .............................................................................Sweden Game Parents .........................................................................................Germany

Gameloft ........................................................................................................France Games Academy ..................................................................................Germany Gamesmarkt ...........................................................................................Germany gamigo ......................................................................................................Germany Gaming Culture .....................................................................................Germany GAMR7 ...........................................................................................................France Gaya Entertainment ..........................................................................Germany GCC Games Campus Cologne ......................................................Germany Gedda-Headz ..........................................................................................Denmark GIMIN ..............................................................................................................France GlobalCollectServices ..................................................................Netherlands GOA France ..................................................................................................France Gogogic ..........................................................................................................Iceland University of Gotland ...........................................................................Sweden Haddock Media, IGM ...........................................................................Germany Halycon ......................................................................................................Germany Hama ..........................................................................................................Germany Hamburg@Work gamecity:Hamburg ..........................................Germany Hasbro Deutschland ..........................................................................Germany Head up Games .....................................................................................Germany HMH Hamburger Medien Haus Vertriebs ..............................Germany Hoffmann Interaktiv ...........................................................................Germany IDEA Games ...............................................................................Czech Republic IDG Entertainment Media ..............................................................Germany Imagimax ...................................................................................................Thailand Imagimotion ......................................................................................................Italy IMINOVE ........................................................................................................France Indeego Games ...........................................................................................France Infoc@fé Neu-Isenburg LogOut ....................................................Germany Initiative gamearea frankfurtrheinmain ..................................Germany Intentium ..................................................................................................Germany IQ Investment Itd. .....................................................................................Russia Iran National Foundation of Computer Games ...............................Iran Italian Videogame Developers .................................................................Italy IVM e.V. ......................................................................................................Germany JFC Medienzentrum Köln ...............................................................Germany JoWood Productions Software .........................................................Austria JukuMedien ...........................................................................................Germany Kalicanthus Entertainment ......................................................................Italy Kalypso Media .......................................................................................Germany Kaspersky Labs ....................................................................................Germany kdg mediatech ..........................................................................................Austria Kiddinix .....................................................................................................Germany Koch Media Holding ............................................................................Germany Kölner Jugendpark Jugendzentren Köln ................................Germany Konami Digital Entertainment ....................................................Germany Kylotonn .........................................................................................................France Lager Network Technologies ..............................................................Taiwan Landesanstalt für Medien NRW ...................................................Germany Lexis Numerique .......................................................................................France Lexware .....................................................................................................Germany Little Worlds Studio .................................................................................France Localsoft ..........................................................................................................Spain Logic3 plc. .................................................................................United Kingdom LOGISTEP .........................................................................................Switzerland LVR ...............................................................................................................Germany MIX .............................................................................................................Germany Magnussoft Espana ....................................................................................Spain Marchsreiter Communications ....................................................Germany Marketpoint ...........................................................................................Germany MaxPoint Handelsges ........................................................................Germany McAfee .....................................................................................................Germany Mediadesign..............................................................................................Germany MediaHouse ................................................................................................Russia Microsoft Deutschland .....................................................................Germany Milestone ............................................................................................................Italy Mindscape .....................................................................................................France The Monk Studio ..................................................................................Thailand MPO Audio und Video ......................................................................Germany MPO France ..................................................................................................France MTV Games .............................................................United States of America n!faculty Köln ........................................................................................Germany NBG Handels u. Verlags .................................................................Germany NCsoft Europe .........................................................................United Kingdom Neko Entertainment ................................................................................France Netgiro Systems .....................................................................................Sweden New Planet Group Distribution ...................................................Germany Nintendo of Europe ............................................................................Germany Nordic Game Resources ......................................................................Sweden Nordic Soft Sales ...................................................................................Sweden Northpole ..................................................................................................Thailand northworks Software ........................................................................Germany Novaleaf .....................................................................................................Thailand Noviy Disk .....................................................................................................Russia Nuance Communications Germany ...........................................Germany Nyko Technologies ...............................................United States of America Odysseum .................................................................................................Germany OPM Response ........................................................................United Kingdom Orbster .....................................................................................................Germany Panini Verlags .......................................................................................Germany Paradox Interactive ...............................................................................Sweden Paragon Deutschland ........................................................................Germany PARSAN ParsanGostar Namavar ..........................................................Iran Panda Security ......................................................................................Germany

paysafecard.com Wertkarten Vertriebs ......................................Austria Pegasus ......................................................................................................Germany Periscope Studio Hamburg .............................................................Germany Phoenix Organization ........................................................................Germany Phonetic Arts .........................................................................United Kingdom Pixel Revolution ..............................................................................................Italy PlanetLAN ..............................................................................................Germany Play All Management .............................................................................France Play Connection .........................................................................................France Playcom Software Vertriebs .........................................................Germany Playlogic International N.V. World Trade Centre ..........Netherlands Prophoto ..................................................................................................Germany PS Professional Store ......................................................................Germany SAE Institute...........................................................................................Germany Radio sunshine live .............................................................................Germany Raptor Gaming Technology ...........................................................Germany Raylight SRL ....................................................................................................Italy Resana Afzar Sharif ......................................................................................Iran Rhizomedia ............................................................................................Germany Ringzro Network Thailand ...............................................................Thailand Rocketbox Studios .............................................................................Germany Role Play Convention .........................................................................Germany RTL Games ............................................................................................Germany S.A.D. .........................................................................................................Germany Sapphire Technology ..........................................................................Germany Schulen ans Netz .................................................................................Germany Seed Studio Inc. ........................................................................................Taiwan SEGA Germany ...................................................................................Germany Sennheiser Vertrieb und Service ................................................Germany SevenOne Intermedia .........................................................................Germany Shenzen Gametec Technology development ................................China Shenzhen Dolphin Electronic ...............................................................China sk stiftung jugend und medien .....................................................Germany SMACK Down Production ....................................................................France Softdistribution ...................................................................................Germany Software Industry Promotion Agency .......................................Thailand Sommer ...................................................................................................Germany Sony Computer Entertainment Deutschland .......................Germany Sony DADC Austria ..............................................................................Austria Southpeak Games ..................................................................United Kingdom Spiders ............................................................................................................France SpinVector .........................................................................................................Italy Splitfish ..............................................................................................Switzerland Axel Springer ........................................................................................Germany Square Enix .............................................................................United Kingdom SRH Hochschule Heidelberg ..........................................................Germany Stadt Köln VHS - Gemeinschaftsstand ...................................Germany STUDYbuddy c/o Universität zu Köln ......................................Germany Succubus Interactive ..............................................................................France Sunflex Europe .....................................................................................Germany Symantec Deutschland ....................................................................Germany T-Mobile Deutschland .......................................................................Germany Taipei Hsien Computer Association ................................................Taiwan Take Two Interactive / Rockstar Games / 2K .....................Germany Takomat ...................................................................................................Germany Taylor Wessing Partnerschaftsgesellschaft ...........................Germany Techexcel ....................................................................................United Kingdom TeliaSonera .................................................................................................Sweden Terminal Reality ...................................................United States of America Testronic Laboratories ........................................................United Kingdom TGC - The Games Company Worldwide .................................Germany Titus ............................................................................................................Germany Tivola Publishing ................................................................................Germany Toneworx Localisation + Recording Agency ............................German Tonic Games ...........................................................................................Denmark TradeMail Distribution .....................................................................Germany Trinigy Vision Game Engine .........................................................Germany Tronicum network ..............................................................................Germany TryDim .......................................................................................................Germany Tumbleweed ................................................................................................Norway UbiFrance ......................................................................................................France Ubisoft ......................................................................................................Germany UNALIS ............................................................................................................China United Independent Entertainment ...........................................Germany Universal Cards ...................................................................................Germany Userjoy Technoöogy ................................................................................Taiwan USK .............................................................................................................Germany Vidis ...........................................................................................................Germany Vierpfeile ...................................................................................................Germany Virtual Identity ...............................................................................................Italy VOXLER .........................................................................................................France VUD ...........................................................................................................Germany Warner Bros. Interactive Entertainment ..................United Kingdom Web Media Publishing ......................................................................Germany Welt Records Tonträger Import Exporrt ...............................Germany White Birds Productions .......................................................................France Wirecard ..................................................................................................Germany Wizarbox ........................................................................................................France xaitment ..................................................................................................Germany XPEC Entertainment ..............................................................................Taiwan XpertVision ............................................................................................Germany xplace ........................................................................................................Germany Zeroplus Technology ...............................................................................Taiwan ZSK Progres ................................................................................................Poland

GET SEEN IN GERMANY Contact Rob.Baker@intentmedia.co.uk to find out more about our Gamescom show issue, published August 14th

xx MCVxxx_v1:Layout 1

24/7/09

17:06

Page 1

28 MCV548_final:46 MCV515

24/7/09

13:44

Page 1

Sponsored by 28 MCV 31/07/09

WWW.MCVUK.COM

PERSONNEL

Exspect hires Hughes and Heale Double appointment for peripherals firm Microsoft loses Leigh Frogster expands online marketing team EXSPECT The peripherals firm has added two new members to its team. KAREN HUGHES and MARK HEALE now take up the roles of trade marketing assistant and national account manager respectively.

Hughes has worked in the games industry since 1987, when she joined publisher US Gold before moving to ISM. ISM was acquired by Channel Advantage, which Hughes left in June this year.

Heale joins Exspect from defunct publisher Empire Interactive, where he most recently worked as national account manager and looked

Games veterans Hughes and Heale bring their talents to Exspect

after UK retailers. Before this, he spent time working for Sega and has over eight years of experience at DVD firm, such as 2entertain and VCI. “As an ongoing commitment to developing our overall pool of talented people, bringing

Karen and Mark in is great news for all our customers,” said Exspect’s commercial director NEIL MEREDITH. “As we continue to explore the opportunities in the gaming market, it was a natural choice to recruit gaming experts.”

FROGSTER STEFAN HINZ has been appointed as the publisher’s new online marketing manager.

He brings experience with both national and international marketing to the team, and has worked as freelance writer, graphic designer and concept developer for a range of agencies and indvidiual clients.

He has worked in the games industry since 2005, most recently as the head of Ascaron’s online marketing department.

“We have been looking for the right experienced team player for our marketing

department for a long time,” said ROLF KLÖPPEL, Frogster’s head of marketing and PR. “Somoene who can help us both creatively and efficiently in marketing our products. Now with Stefan Hinz, our team gains yet more clout and our search has come to and end.”

MICROSOFT MCV understands that SAMANTHA LEIGH, UK marketing manager for third-party Xbox titles, has left the company. She was instrumental in the launch of several key Xbox 360 titles.

Microsoft is currently looking for her replacement.

© 2009 Ubisoft Entertainment. All Rights Reserved. Academy of Champions, Ubisoft, ubi.com, and the Ubisoft logo are trademarks of Ubisoft Entertainment in the U.S. and/or other countries. Trademarks are property of their respective owners. Wii is a trademark of Nintendo.

ACTION PACKED 5-ON-5 PARTY FOOTBALL WITH OVER A DOZEN MINI GAMES IN A WORLD OF EXCITEMENT.

DISCOVER FAIR PLAY AND RES WITH ACADEMY HEADMASTER, PECT PELÉ.

www.academyofchampions.com

© 2009 Ubisoft Entertainment. All Rights Reserved. Academy of Champions, Ubisoft, ubi. com, and the Ubisoft logo are trademarks of Ubisoft Entertainment in the U.S. and/or other countries. Wii and the Wii logo are trademarks of Nintendo. © 2006 Nintendo.

This Christmas, the Rabbids are going home. Š 2009 Ubisoft Entertainment. All Rights Reserved. Rabbids Go Home, Ubisoft, Ubi.com, and the Ubisoft logo are trademarks of Ubisoft Entertainment in the U.S. and/or other countries. Nintendo DS and Wii are trademarks of Nintendo.

Coming this September Find out more at www.cloudyvideogame.com

Cloudy With a Chance of Meatballs: ™ and © 2009 Sony Pictures Animation Inc. All rights reserved. Game Software excluding Sony Elements: © 2009 Ubisoft Entertainment. All rights reserved. Ubisoft, Ubi.com, and the Ubisoft logo are trademarks of Ubisoft Entertainment in the U.S. and/or other countries. “PlayStation” and the “PS” Family logo are registered trademarks of Sony Computer Entertainment Inc. Wii and Nintendo DS are trademarks of Nintendo. © 2006 Nintendo. 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. Software platform logo (™ and ©) EMA 2006.

MOVE IT! Keep on training!

NewU Fitness First Personal Trainer is all about you, you set the goals and NewU will help you achieve them. A fully personalised exercise regime built by the experts at Fitness First comes complete with healthy recipes and nutrition tips from the professionals at You Are What You Eat.

People with specific food preferences are catered for

4 personal trainers to choose from, 2 female, 2 male

Be trained by real video of real Fitness First personal trainers

Published by Lago S.r.l. Black Bean is a registered trademark of Lago S.r.l. Developed by Lightning Fish Ltd. All rights reserved.

“NewU” is a registered trademark of Lago S.r.l. Fitness First and the Fitness First logo are a trademark of Fitness First Limited. <RX $UH :KDW <RX (DW DQG ZD\WUDI¿ F $OO ULJKWV UHVHUYHG

33 MCV548_final:43 MCV462

24/7/09

13:50

Page 1

RETAILBIZ RECOMMENDED GAMES PRICE CHECK CHARTS NEW RELEASES

BATMAN RETURNS Shying away from the Soks, Bifs and Pows of yesteryear, Eidos’s Batman: Arkham Asylum stars the caped crusader in a much darker adventure

P34

WITH THIS ISSUE An in-depth look into 505 Games’ upcoming WWII dogfighter, IL-2 Sturmovik

SUPERCAR CHALLENGE P36 The follow-up to Ferrari Challenge is set to raise the bar for PS3 racers SUMMER ATHLETICS 2009 P38 Ubisoft provides Wii and Xbox 360 owners with fresh sporting challenges RAVEN SQUAD P39 South Peak’s innovative FPS combines shooting with real-time strategy NEW RELEASES P40 MCV provides a rundown of all the games waiting to be placed on your shelves HIGH STREET P42 We round up the most important Metacritic scores of the week, and check your prices

34,35 MCV548_final

24/7/09

13:47

Page 1

RETAILBIZ: ARKHAM ASYLUM 34 MCV 31/07/09

Rocksteady’s hugely anticipated action adventure pits the Dark Knight against his deadliest foes…

‘IT LOOKS AMAZING’ Eidos marketing director Jon Brooke says the publisher has high hopes for Batman Arkahm Asylum’s release: “We expect Batman: Arkham Asylum to not only be the biggest game of the summer but one of the stand-out games of the year,” he explains.

“It’s as close to perfect as we’ve ever come, it looks amazing, plays beautifully and has a rich twisting storyline with enormous replayability. I’m confident enough to say that it will set a new benchmark for licensed games and it’s going to establish itself as one of our best games ever.”

He adds: “This is Eidos’ biggest campaign of the year and we’re really set to make some noise.”

WWW.MCVUK.COM

by Tim Ingham

And what a cacophony of mayhem they create. From Killer Croc to Poison Ivy, Mr Zsasz to Bane, Batman’s ruthless arch-enemies come thick and fast – and all have their origins in classic DC comic books.

Eidos CEO Phil Rogers says: “In Batman: Arkham Asylum Eidos and Warner Bros. are building a true action adventure game experience worthy of gamers and fans.

WHO’S THE greatest ever on-screen Batman?

Camp ‘Pow!’ distributor Adam West? The earnest but ultimately bromidic Michael Keaton? What about brooding yet grumpy modern day hero, Christian Bale?

And then there’s George Clooney?

Anyone? George Clooney? Oh. Sorry. We forgot just how stomach-troublingly awful Arkham Asylum will not only he was.

At the end of the day, it be the biggest game of the all depends on what you summer, but one of the demand from your ideal stand-out releases of 2009. caped crusader.

Jon Brooke, Eidos And if it’s an enigmatic, brutal man machine, all of these weighty suggestions pale into “Players become Batman like he has insignificance when compared with the never been seen before in a video game, new boy on the block: The star of Eidos’ as he fights through intense noir epic Batman: Arkham Asylum. circumstances in Arkham Asylum In the game, players assume the role utilising his intuitive detective skills and of the masked superhero as he aggressive melee attacks.” personally delivers the devilish Joker to Eidos has already kicked off an loony lock-up Arkham Asylum. extensive four-month advertising However, when our winged legend campaign, which has heavily featured dumps his make-up-heavy mental at the teaser print and online ads. The PR pen, the crazies of Gotham unite – and campaign has followed a similar path – use their villainy and guile to burst out with new artwork and screens being into society. sneaked out to the media each week.

“

RELEASED: AUGUST 28 FORMATS: PS3/XBOX 360 PUBLISHER: EIDOS DEVELOPER: ROCKSTEADY PRICE: VARIOUS (INC SPECIAL ED) DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388

“Batman: Arkham Asylum offers players the chance to battle Gotham’s worst villains with Batman’s physical and psychological strength in a graphically distinct and story-driven game,” adds Martin Tremblay, president of Warner Bros. Interactive Entertainment – which has licensed the Batman rights.

“We look forward to working with Eidos on expanding DC Comics’ worldrenowned character Batman in the game space with a noticeably different feature set in an incredibly dark interactive environment.”

With fans of the super-cool franchise left without a game adaptation of last year’s cinema classic The Dark Knight, retail can expect demand to hit fever pitch for this one when it swoops onto shelves next month.

”

34,35 MCV548_final

24/7/09

13:47

Page 2

RETAILBIZ: ARKHAM ASYLUM WWW.MCVUK.COM

MCV 31/07/09 35

ALL SMILES: Batman comes up against old foe The Joker in Batman: Arkham Asylum

36,37 MCV548_final

24/7/09

13:48

Page 1

RETAILBIZ: SUPERCAR CHALLENGE 36 MCV 31/07/09

System 3 follows up on its success with Ferrari Challenge by bringing PS3 owners the next evolution of racing games…

WWW.MCVUK.COM

by James Batchelor

publisher isn’t treating it like just another racing game, released year on year to fund other projects. Instead, the ambitious company is hoping SuperCar Challenge will raise the bar for the entire genre in terms of quality, and by extension its own standing in the industry.

“SuperCar Challenge is massively important to System 3 as it’s the next

THIS YEAR LOOKS to be a strong one for the racing genre with so many publishers trying to innovate in this space and offer new experiences. System 3’s contribution is to refine the sensation of digital racing, building on its 2008 hit Ferrari Challenge.

For the sequel, SuperCar Challenge, the We want to draw a line in the publisher has moved sand for the racing genre. No away from focusing on a other racing game can match single make of car and our strengths. instead widened the scope to include all Patrick Cadore, System 3 supercars. Rather than forcing players to race with lesser step in aligning ourselves as the best models for the majority of the game, racing game publisher in the world,” this allows them to get to grips with says System 3 COO Patrick Cadore. some of the hottest, fastest cars known “It’s always been on a long-term plan to man from the word go. for us; we have the staff, the passion, The game also forms something of a the knowledge, the relationships and mission statement for System 3. The the vision to convince the gaming public

“

that Gran Turismo and Forza aren’t the be-all and end-all of racing games.

“We want to draw a line in the sand for the racing genre. SuperCar Challenge is not designed to be a one-off but is the second part of a new brand in the genre of racing games. It’s not been developed to mimic any other games in the market. Our intention, over a period of time, is to become a forerunner with regards to how racing games will be perceived by the public and the industry in general.”

The publisher has taken on board a lot of feedback from those who bought Ferrari Challenge and has used it to improve in several key areas.

There are three handling modes that have been tweaked from the original game (Assisted, Arcade and Simulation) that offer different experiences designed to cater for players of any ability.

”

36,37 MCV548_final

24/7/09

13:48

Page 2

RETAILBIZ: SUPERCAR CHALLENGE WWW.MCVUK.COM

Some of the world’s greatest cars are on offer here and all handle realistically.

MCV 31/07/09 37

The game also features a wide range of licensed tracks from around the world, from Silverstone and Spa to Hockenheim. The roster of cars on offer is even more varied, including Ferraris, Lamborghinis, Aston Martins and more.

All of these have been carefully programmed to handle like their real-life counterparts. They can also be used in the numerous multiplayer modes, which support up to 16 players online. It’s a comprehensive and immersive package that screams confidence.

“With Ferrari Challenge, we learned that we can make great racing games that can compete with the big players,” says Cadore. “Simulation racing fans loved what the game offered and stood for, and in terms of car handling it has yet to be matched.

“The racing genre enjoyed a bit of a resurgence at E3 this year but that doesn’t change the fact that no other racing game can match our strengths: a

wide range of handling options, including super-realistic simulation handling and assisted mode for the casual racer, 1080p graphics and competitive multiplayer pack racing, both online and offline.

“You can’t race around a Grand Prix track such as Spa or Silverstone with anything less than 16 cars if you want a proper racing experience – and from the very start we’ve stuck to that benchmark.”

TEST DRIVE AVAILABLE

Given that the Challenge series is considerably younger than rival racing brands, System 3 is working hard to promote SuperCar Challenge to PS3 owners. In addition to the usual print and online advertising, the publisher has a few initiatives designed to help it engage with consumers, raise awareness and directly convey the experience of playing the finished game.

RELEASED: AUGUST 21 FORMATS: PS3 PUBLISHER: SYSTEM 3 DEVELOPER: EUTECHNYX PRICE: £39.99 DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388

“We’re opening the Online Beta Trial up to those who pre-order the game through GAME or GameStation,” explains System 3 brand manager Chandra Nair. “We also have a deal running with CVG, whereby we’re giving out 5,000 codes to readers coming from PSM3, OPM and PSW. “Gamers who pre-order with GAME and GameStation are able to get a free DLC car. Which car comes from which retailer has yet to be confirmed, but the two DLC cars are the Ferrari 599XX and the Mercedes-Benz McLaren Stirling Moss SLR. Both are stunning cars and cannot be found in any other game.”

38 MCV548_final

24/7/09

13:51

Page 1

RETAILBIZ: SUMMER ATHLETICS 2009 38 MCV 31/07/09

Ubisoft rolls out the second title in its Summer Atheltics series bringing new and improved sports to Xbox 360 and Wii owners…

RELEASED: AUGUST 7 FORMATS: XBOX 360, WII PUBLISHER: UBISOFT DEVELOPER: 49GAMES PRICE: VARIOUS DISTRIBUTOR: TRILOGY CONTACT: 0845 362 7769

WWW.MCVUK.COM

by James Batchelor THIS SUMMER has been awash with quality sports titles but there is always room on the shelves for fun and enjoyable games that have what it takes to rack up strong sales.

August sees Ubisoft step into this arena. Although not renowned for its sports titles, the company has had many a success with compilation titles aimed at families, meaning Summer Athletics 2009 has the potential to be a highly appealing proposition when it arrives on shelves.

The sequel to last year’s Summer Athletics, this title once again features a range of the most familiar athletic events and encourages players to compete against friends and family as they try to master each one. Success yields gold medals and unlocks additional events, although the thrill of beating your personal best will remain even after all of the other sports have been opened.

There are a total of 28 events on offer here, split into several disciplines such as jumping and running. Sports include the 100 metres sprint, high diving, javelin throwing and long jump, as well as a new skeet shooting event.

These can all be played individually or in Berlin World Cup mode, making

use of the game’s new Berlin stadium, where national teams compete to earn the most gold medals in 15 track and field contests. There is also a career mode, in which gamers take their customised athlete and lead him to glory through a range of tournaments and competitions.

Controls for each sport have been tailored to suit the host platform, so while masterful button-bashing and stick-twirling skills are required on the Xbox 360 version, players must make relevant gestures with the Remote and Nunchuk on the Wii version.

BOARD SPORTS New to the Wii version this year is Balance Board compatibility. Five of the events have been developed from scratch specifically to account for movement and weight distribution on Nintendo’s innovative peripheral, including high jump, triple jump, hammer throwing, high dive and archery.

In hammer throwing, for example, players must wiggle their hips around to spin the hammer and gather speed.

Conversely, archery demands that they hold their breath and stand evenly balanced in order to hit the mark.

A new mode has even been added for Balance Board owners, entitled the

Balance Board Cup. This features three difficulty levels and challenges players to compete in all of the balance-based challenges.

Both versions have been designed to be as accessible as possible to an expanded audience while also catering for more avid gamers. All sports can be played in either ‘pure’ mode or arcade mode. The former relies on player’s skills with only the best players earning those all-important gold medals, while the latter introduces little video game tweaks such as boosts to let gamers give their athlete an advantage in the field.

As with the previous Summer Athletics outing, the game comes into its own in the multiplayer modes.

Friends and family can compete head to head to see who is the greatest virtual athlete in all of the events and contests available in single-player mode. Up to four players are supported in splitscreen, though more can take part in the hot seat mode, which sees gamers taking it in turns to participate with a single controller.

As titles such as Mario & Sonic have proved, sports compilations can be huge sellers and with several improvements over its predecessors, Summer Athletics 2009 looks set to continue that trend.

39 MCV548_final

24/7/09

16:40

Page 1

RETAILBIZ: RAVEN SQUAD WWW.MCVUK.COM

MCV 31/07/09 39

South Peak mobilises its newest FPS, Raven Squad, targeting players with gameplay that merges intense shootouts with real-time strategy elements...

by James Batchelor FOR ITS LATEST release, Raven Squad: Operation Hidden Dagger, South Peak has merged a different strain of gaming with first-person shooting to create a far more tactical title. While the gameplay still focuses on intense shootouts, players can zoom out and get an overview of the battlefield at the tap of the button, transforming the game into a real time strategy experience.

From this perspective, the viewpoint of a military satellite, they can direct teammates and bomb certain locations, either to take out enemy forces or to clear out a new path forward. A tap of the button will then put players back in the boots of their selected soldier, drawing them instantly into the thick of the action.

“The defining feature is definitely the seamless combination of action-packed first-person combat and tactical real-time coming out during a quiet sales period, strategy,” says Rob Burman, South when there aren’t many other shooters Peak’s European PR manager. hitting the market, which will definitely “At any time you can switch between generate a buzz among gamers. the two modes at the touch of a button, “What’s more, it’s got a story that’s which helps give you the advantage just like an awesome ‘80s action film – when going up against tough opponents in the We’re expecting Raven Squad Amazon jungle. This is to become a huge cult hit. the first time this We’re hitting the shelves at combination of gameplay the right price and right time. styles has come together and it offers players a Rob Burman, South Peak totally different experience, compared to your average shooter.” think Commando or Missing In Action The inclusion of a unique selling – so we’re sure that gamers who have point like this has instilled South Peak grown up watching Chuck Norris with the confidence that Raven Squad basically kick people to death will love can stand out from the wealth of FPS the script of Raven Squad.” games available today. Burman also Set in 2011, a squad of elite believes the timing of the release will mercenaries is sent to the Amazon to work to the game’s advantage. rescue a kidnapped VIP from guerrilla “We’re expecting Raven Squad to forces. When their plane crash-lands in become a huge cult hit,” he says. “It’s the jungle, they must work together to

“

find their way to safety and rescue the hostage along the way.

“We believe we’re hitting the shop shelves at the right price and the right time, so retailers should expect to see a great deal of interest among customers,” says Burman.

“Plus, Raven Squad merges two very different genres with fantastic results. The blend of RTS and FPS should ensure that it attracts a wider audience that your typical shooter or strategy game.”

Of course, South Peak is not about to depend on good timing and word of mouth alone. The company has pulled out all the stops to market the game, focusing on triggering fond memories of action films rather than relating Raven Squad to other games. It’s an interesting take on raising awareness, and one that should stand to communicate well with the game’s target audience.

”

RELEASED: AUGUST 21 FORMATS: XBOX 360, PC PUBLISHER: SOUTH PEAK DEVELOPER: ATOMIC MOTION PRICE: VARIOUS DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388

“We’re going for a wide-reaching PR campaign to promote the hell out of Raven Squad,” Burman explains. “We’ll be leaning heavily on its ‘80s action heritage by sending out classic DVDs to editors of specialist and lifestyle magazines in the run up to release. Just to make sure they’re mentally prepared when Raven Squad punches them in the face with its gritty storyline.

“Alongside this, we’re preparing a large scale competition plan in national newspapers and magazines, including a once-in-a-lifetime holiday to the Amazon jungle – sadly, guns, grenades and drugfuelled mercenaries won’t be included.”

40 MCV548_final:43 MCV467

24/7/09

13:54

Page 1

RETAILBIZ: NEW RELEASES 40 MCV 31/07/09

WWW.MCVUK.COM

Check out MCVUK.COM/RELEASE-DATES for more

Carol and Cobra kick off August releases Nintendo recruits Carol Vorderman to expand its self-improvement range with Active Health while EA bring gamers a more explosive experience with G.I. Joe. Also hitting shelves soon are Madden, Ready Steady Cook and Wolfenstein...

TITLE

FORMAT

GENRE

PUBLISHER

TELEPHONE

DISTRIBUTOR

DS Wii / DS PSP / Wii / PS3 / PS2 / XBOX 360 Wii / PC / DS DS XBOX 360 / Wii

Self-Improvement Action/Adventure Action Kids Adventure Sports

Nintendo Playlogic EA Slitherine Ubisoft Ubisoft

0870 027 0985 0870 027 0985 0121 625 3388 0870 027 0985 0845 362 7769 0845 362 7769

Koch Koch Centresoft Koch Trilogy Trilogy

DS XBOX 360 / PS2 / PS3 / Wii / PSP Wii / DS PC

Self-Improvement Sports Mini-games Action

Mindscape EA Sports Mindscape South Peak

0870 027 0985 0121 625 3388 0870 027 0985 0121 625 3388

Koch Centresoft Koch Centresoft

DS PC DS PC Wii Wii PC / XBOX 360 Wii / DS PS3 PC / PS3 / XBOX 360

Sports RPG/Action Music Simulation Shooter Mini-games FPS Puzzle Racing FPS

Oxygen Kalypso Media Deep Silver Excalibur Publishing Majesco Ubisoft South Peak Playlogic System 3 Activision Blizzard

0121 625 3388 0121 506 9585 0870 027 0985 01869 338833 0117 373 6151 0845 362 7769 0121 625 3388 0870 027 0985 0121 625 3388 0121 625 3388

Centresoft Advantage Koch Open Open Trilogy Centresoft Koch Centresoft Centresoft

DS PC / PS3 / XBOX 360 Wii / XBOX 360 Wii PC DS DS Wii Wii PC PC PC PSP DS Wii DS Wii

Action Action Action Adventure Simulation Platformer Simulation Action Sports Mystery Action Simulation Fighting Racing Sports Sports Sports

Ghostlight Eidos South Peak Majesco Excalibur Publishing Atari Mindscape Playlogic Ghostlight City Interactive City Interactive Excalibur Publishing Ubisoft Midas Zushi Midas Blade Interactive

01376 555333 0121 625 3388 0121 625 3388 0117 373 6151 01869 338833 0121 506 9585 0870 027 0985 0870 027 0985 01376 555333 0845 362 7769 0845 362 7769 01869 338833 0845 362 7769 01376 555 333 01279 822 800 01376 555 333 0870 027 0985

Open Centresoft Centresoft Open Open Advantage Koch Koch Open Trilogy Trilogy Open Trilogy Open Gem Open Koch

PC PC PC PS3 Wii XBOX 360 DS DS PSP / DS / PS3 / XBOX 360 Wii PC / XBOX 360

Self-Improvement Self-Improvement MMORPG RPG Survival Horror Action Mini-games Kids Simulation Action FPS

City Interactive City Interactive Atari Koei Deep Silver 505 Games Rising Star Games 505 Games 505 Games Nintendo South Peak

0845 362 7769 0845 362 7769 0121 506 9585 01462 476 130 0870 027 0985 0121 506 9585 01582 433700 0121 506 9585 0121 506 9585 0870 027 0985 0121 625 3388

Trilogy Trilogy Advantage Open Koch Advantage Centresoft Advantage Advantage Koch Centresoft

AUGUST 7th Active Health with Carol Vorderman Aliens In The Attic G.I. Joe Horrible Histories: Ruthless Romans Peppa Pig Summer Athletics

AUGUST 14th Gardening Guide: How To Get Green Fingers Madden NFL 10 Ready, Steady, Cook: The Game Roogoo

AUGUST 21st All Star 5-A-Side Football Dawn Of Magic 2 DJ Star Euro Truck Simulator Gold Mad Dog McCree: Gunslinger Pack Peppa Pig Raven Squad Sudoku Ball Detective SuperCar Challenge Wolfenstein

AUGUST 28th Allied Ace Pilots Batman: Arkham Asylum Brave: A Warrior's Tale Escape The Musuem Farming Simulator Go Go Cosmo Cops Groovy Chick: My Fashion World Infernal: Hell's Vengeance International Athletics Mary Celeste Navy Seals Pole To Pole Soul Calibur Broken Destiny Super Speed Machines Ten Pin Alley World Cup of Pool WSC Real 09: World Snooker Championship

SEPTEMBER 4th Brain College 3 Brain College 4 Champions Online Cross Edge Cursed Mountain Guilty Gear II: Overture Happy Party with Hello Kitty & Friends I Did It Mum! Doll's House / Spelling IL2 Sturmovik: Birds Of Prey Metroid Prime Trilogy Section 8

MUSTSTOCK .............................ACTIVE HEALTH Released: August 7 Format: DS Publisher: Nintendo Distributor: Koch Contact: 0870 027 0985

Nintendo teams up with Carol Vorderman in this follow up to recent hit Walk With Me. As well as measuring usersâ&#x20AC;&#x2122; steps with the Activity Meter and using this data to propose an exercise plan, Active Health also offers dietary advice through a vast database of healthy recipes.

MUSTSTOCK ........................................G.I. JOE Released: August 7 Format: Xbox 360, PS3, Wii, PS2, PSP Publisher: Electronic Arts Distributor: Centresoft Contact: 0121 625 3388

EA offers fans of the new film an expanded G.I. Joe experience with the official video game adaptation. Picking up where the new movie ends, The Rise Of Cobra takes players through a brand new storyline and allows them to battle it out as their favourite characters.

Festival Partner

Retail Partner

Part of the Edinburgh Festival Festival Partner

Conference Partner

9

Festival Partner

VIP Reception Partner

Expanding the Creative Culture of Games 13th - 14th August 2009 Come to Edinburgh and share your ideas and innovations. Meet interactive industry decision makers from video games publishing, development, TV, film and media. Discover the latest trends and thinking. Network at festival parties.

SPEAKERS AND SESSIONS INCLUDE: Peter Moore (EA): The Challenges of Reinventing the Iconic Sports Brand Games Peter Cowley (Endemol): Evolution of Branded Games Timo Soinnen (Sulake Corp), Simon Guild (Bigpoint Games) and Simon Seedfelt (Jagex): It’s All in the Browser Mike Bennett (Oil): Grow Up and Stop Playing with Yourself Ian Livingstone (Eidos), Ray Maguire (Sony Computer Entertainment), Peter Moore (EA), Kristian Segerstrale (PlayFish): The Great Debate FREE PUBLIC AREAS INCLUDE: Games Screenings • Scottish Developers Area • Free Play Area • Live music and more

www.edinburghinteractivefestival.com Media Partners

Scottish Developers

Associates

To discuss sponsorship opportunities contact jodie.holdway@bhpr.co.uk or tel: 01462 456 780

ME_09v2.indd 1

24/07/2009 12:17:06

42,43 MCV548_final

24/7/09

13:55

Page 1

RETAILBIZ: HIGH STREET 42 MCV 31/07/09

WWW.MCVUK.COM

Sponsored by

RETAIL BIZ:

NEWS

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

80%

77%

67%

59%

The Bigs Take-Two, 360

ARMA 2 505 Games, PC

Another Code: R Nintendo, Wii

Dynasty Warriors 6 Koei, PS3

*Metacritic scores correct at the time of going to press

DEAL OF THE WEEK Nintendo fans can pick up a Wii at HMV.com with Mario Kart Wii and EA’s Grand Slam Tennis for £199.99 – a saving of more than £40.

LAST WEEK

1

TITLE/FORMAT

PUBLISHER

FIGHT NIGHT ROUND 4 FORMAT: 360

29th.

The game joins other high-profile delayees such as Heavy Rain, BioShock 2, Alan Wake, Singularity and God of War III. “Bayonetta is an extremely important new IP for Sega and adds a new level of depth to our growing portfolio,” Sega’s West president Mike Hayes explained.

“As a result of market analysis, we have taken a publishing decision that January 2010 is the optimum release time in the Western markets to maximise this exciting new title’s potential.”

Bayonetta will still be released in Japan on Xbox 360 and PS3 in October.

ECONOMIC RECESSION SLOWING SPENDING ONLINE Online sales are beginning to suffer the effects of the recession, with recent figures showing growth at half the level it was last year.

EA DOMINATES INDIE CHARTS Five of the Top 10 games in the Indie chart are published by EA, with the company taking the top four positions. This mirrors the publisher’s success in the mainstream retail charts.

According to the latest research from IMRG Capgemini, year-on-year growth was 12.3 per cent, while sales were down in June by 1.3 per cent compared to May. As a result, the market research consortium has revised its predictions for the coming year down from 15 per cent to 12 per cent.

BAYONETTA DELAYED UNTIL 2010 Platinum Games’ Bayonetta has been pushed back from the Q4 2009 release window and is now due for release on January

FOR UP-TO-DATE NEWS ON THE LATEST DEVELOPMENTS ON THE UK HIGH STREET, CHECK OUT: WWW.MCVUK.COM/RETAIL-BIZ

INDIE CHARTS - ALL FORMATS THIS WEEK

HIGH STREET SALES CLIMB IN JUNE The latest ONS data shows that UK retail sales were up 1.2 per cent between May and June.

Retail Week reported the good summer weather helped drive footfall in fashion and footwear stores, with sales rising by 4.7 per cent for this sector.

Non-food in general saw a 1.6 per cent in sales, while household goods declined by 0.7 per cent, attributed to a drop in sales for electrical goods and hardware.

Volume for the three months up to June had improved by 1.3 per cent when compared to last year. Value also rose by 1.4 per cent during the same period, and was up in June by 2.5 per cent year-onyear.

“It is increasingly apparent that declining sales have arrested,” commented Barclays’ head of retail and wholesale Richard Lowe.

“June’s figure indicates a healthy increase month on month and, after a poor perfrormance this time last year, 2009’s summer figures are looking more encouraging.”

DEVELOPER: EA PUBLISHER: EA

2

8

THE SIMS 3 PC

EA

3

3

FIGHT NIGHT ROUND 4 PS3

EA

4

4

TIGER WOODS PGA TOUR 10 360

EA

5

10

POKÉMON PLATINUM DS

6

RE

CALL OF JUAREZ: BOUND IN BLOOD PS3

7

5

PROTOTYPE 360

MCV POLL WILL WE SEE MORE PUBLISHERS RAISE THE RRP OF THEIR TITLES?

73% YES

Most of the participants in the latest MCV online survey are convinced Activision is the first of many companies that will raise their trade prices, although almost a quarter of users have some hope that this will not be the case.

NINTENDO UBISOFT ACTIVISION BLIZZARD

8

RE

GHOSTBUSTERS PS3

9

RE

MONSTER HUNTER FREEDOM UNITE PSP

10

RE

HARRY POTTER AND THE HALF BLOOD PRINCE PS2

SONY CAPCOM 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.

27% NO

Take part in MCV’s next poll at www.mcvuk.com

ble at a l i a v All A

For more information contact sales - 01256 385 251

Wii AND THE Wii LOGO ARE TRADEMARKS OF NINTENDO.

81%

Wii Sports Resort Nintendo, Wii

MCV offers a weekly digest of the latest news on the High Street...

42,43 MCV548_final

30/7/09

16:41

Page 2

RETAILBIZ: HIGH STREET WWW.MCVUK.COM

MCV 31/07/09 43 Sponsored by

FROM THE [PRE ORDERS]

TOP 10 PES 2010 PS3 KONAMI

2. FORZA MOTORSPORT 3 360 ..................................................MICROSOFT

3. MODERN WARFARE 2: HARDENED ED 360 ..................................................ACTIVISION

3. MODERN WARFARE 2: HARDENED ED PS3 ..................................................ACTIVISION

FRONTLINE Nindie.com heads to Bits And Pieces to speak with Julian Slater...

How has the market been for you so far this year?

It’s been… odd, let’s say. Not busy – well, certainly not as busy as 2008 – but not quiet. It just seems people have the cash, but you just have to work that bit harder to get it off them.

What makes your store unique?

I trade in many other things as well as games, such as mobile phones, TVs, electric guitars, toys, nitro cars, etc – plus I’m here so that’s entirely unique.

5. LEFT 4 DEAD 2 360 ..............................................................EA

6. PES 2010 360 ..............................................................EA

What are the biggest challenges facing your store?

Biggest challenges would be price matching places like GAME and

Gamestaion on day one new releases.

Making £2 on a new game isn’t my idea of good business practice.

Do supermarkets pose much of a threat?

I don’t really care about supermarkets at all. They pick up the odd mum customer who is out doing the weekly shop, but in the grand scheme of things they have no impact at all.

Do you think the PSPgo will rejuvenate the PSP market?

PSPgo is not something I care about at all – after all, what exactly is the benefit for the retailer once they have sold the console? I can’t see myself giving it much support unless Sony have a huge rethink on how they sell online games, i.e. adopting Nintendo’s and Microsoft’s points card system.

7. ASHES CRICKET 2009 PS3 ..............................................CODEMASTERS

8. RATCHET & CLANK: CRACK IN TIME

PRICE CHECK

PS3 ..........................................................SONY

9. CRACKDOWN 2 360 ..................................................MICROSOFT

10. ROCK BAND: THE BEATLES (SOLUS) 360 ..............................................................EA Week ending July 24th Source: SHOPTO.COM

My Fitness Coach: Cardio Workout Wii, Ubisoft

Grand Slam Tennis (solus) Wii, EA

Wii Fit Wii, Nintendo

Virtua Tennis 2009 (solus)

EA Sports Active

Wii, Sega

Wii, EA

IN STORE: GLOUCESTER

MARGIN MAKER

Wii AND THE Wii LOGO ARE TRADEMARKS OF NINTENDO.

The Hori Fighting Stick 3 for Xbox 360 and PS3 perfectly recreates the arcade experience of playing beat‘em-up games.

The device features a Turbo function, with a hold/switch button allowing players to tweak it to their preference.

The three turbo settings allow for a different number of hits per second: five on slow, 12 on normal and 20 on fast.

Antigrav: 01932 454929

£19.99

£34.99

£69.99

£34.99

£39.99

£19.99

£39.99

£69.99

£39.99

£39.99

£19.99

£39.99

£69.99

£29.99

£39.99

£19.99

£39.99

£69.99

£29.99

£44.99

£14.95

£34.95

£57.50

£29.95

£34.95

£17.95

£32.99

£57.95

£27.99

£39.95

£17.99

£29.99

£59.99

£29.99

£34.99

£17.93

£34.93

£57.50

£34.99

£34.93

ONLINE

TO TAKE PART PLEASE CONTACT: JAMES.BATCHELOR@INTENTMEDIA.CO.UK

44,45 MCV548_final:54-55 MCV525

27/7/09

17:28

Page 1

RETAILBIZ: RETAIL CHARTS 44 MCV 31/07/09

WWW.MCVUK.COM

Check out RETAILBIZ at WWW.MCVUK.COM

OFFICIALUKCHARTS NINTENDO DS THIS LAST WEEK WEEK

1 2 3 4 5 6 7 8 9 10

2 3 4 5 6 8 7 10 13

[1] [FULL PRICE]

TITLE

PROFESSOR LAYTON AND THE CURIOUS VILLAGE DEVELOPER: NINTENDO PUBLISHER: NINTENDO

[2]

1

PUBLISHER

FORMAT: Wii

DEVELOPER: NINTENDO PUBLISHER: NINTENDO

LAST WEEK

2

1

HARRY POTTER: HALF BLOOD 360, PS3, Wii, DS, PSP, PC, PS2 EA

3

3

TIGER WOODS PGA TOUR 10 360, Wii, PS3

4

4

WII FIT Wii

5

2

TRANSFORMERS: FALLEN 360, PS3, PC, Wii, DS, PS2, PSP

6

5

FIGHT NIGHT ROUND 4 360, PS3

7

6

CALL OF JUAREZ: BOUND IN BLOOD

8

7

THE SIMS 3 PC

9

9

COD4: MODERN WARFARE 360, PS3, PC, DS ACTIVISION BLIZZARD

10

10

EA SPORTS ACTIVE Wii

[FULL PRICE]

TITLE

WII SPORTS RESORT

THIS WEEK

GUITAR HERO: ON TOUR MODERN HITS ACTIVISION BLIZZARD

PLAYSTATION 2 THIS LAST WEEK WEEK

TOP 40ALL

PUBLISHER

HARRY POTTER & THE HALF-BLOOD PRINCE EA POKÉMON PLATINUM NINTENDO RHYTHM PARADISE NINTENDO MARIO KART DS NINTENDO TRANSFORMERS: AUTOBOTS ACTIVISION BLIZZARD CLUB PENGUIN: ELITE PENGUIN FORCE DISNEY DR KAWASHIMA’S BRAIN TRAINING NINTENDO THE MYSTERY OF THE MUMMY UBISOFT

[ENTERTAINMENT - ALL PRICES]

[3]

TITLE

PUBLISHER EA NINTENDO ACTIVISION BLIZZARD

EA 360, PS3, PC UBISOFT

EA

EA

1

TRANSFORMERS: FALLEN

11

11

MARIO KART WII Wii

DEVELOPER: KROME STUDIOS PUBLISHER: ACTIVISION BLIZZARD

12

16

UFC 2009: UNDISPUTED 360, PS3

THQ

2 3 4 5 6 7 8 9 10

HARRY POTTER: HALF BLOOD PRINCE EA CALL OF DUTY: WORLD AT WAR ACTIVISION BLIZZARD BEN 10: ALIEN FORCE D3P ICE AGE 3: DAWN OF DINOSAURS ACTIVISION BLIZZARD GHOSTBUSTERS SONY NEED FOR SPEED: UNDERCOVER EA INDIANA JONES: STAFF OF KINGS LUCASARTS TOMB RAIDER: UNDERWORLD EIDOS GUITAR HERO: GREATEST HITS ACTIVISION BLIZZARD

SEGA

2 3 5 6 7 8 10 9 14

PSP THIS LAST WEEK WEEK

TITLE

13

8

VIRTUA TENNIS 2009 PS3, 360, PC, Wii

14

14

FIFA ‘09 360, PS3, Wii, PS2, PSP, DS, PC

15

12

PROFESSOR LAYTON: CURIOUS VILLAGE DS NINTENDO

16

15

COD: WORLD AT WAR 360, PS3, Wii, PS2, DS, PC

17

18

WII PLAY Wii

18

13

[PROTOTYPE] PC, PS3, 360

1 2 3 4 5

4 3 2 5

HARRY POTTER & HALF-BLOOD PRINCE EA FIFA ‘09 EA TRANSFORMERS: FALLEN ACTIVISION BLIZZARD RESISTANCE: RETRIBUTION SONY

6 7 8 9 10

6 8 7 9

FOOTBALL MANAGER 2009 SEGA BEN 10: ALIEN FORCE D3P NEED FOR SPEED: UNDERCOVER EA X-MEN ORIGINS: WOLVERINE ACTIVISION BLIZZARD ROCK BAND UNPLUGGED EA

DEVELOPER: CAPCOM PUBLISHER: CAPCOM

[5]

ACTIVISION BLIZZARD NINTENDO ACTIVISION BLIZZARD

19

19

POKÉMON PLATINUM DS

20

GUITAR HERO: WORLD TOUR PS3, Wii, 360, PS2 ACTIVISION BLIZZARD

THIS LAST WEEK WEEK

PUBLISHER

EA

20

PC CD-ROM

[FULL PRICE]

MONSTER HUNTER: FREEDOM UNITE

RE

[4]

NINTENDO

NINTENDO

[FULL PRICE]

TITLE

PUBLISHER

1

THE SIMS 3

2 3 4 5 6 7 8 9 10

2 3 7 4 6 5

FOOTBALL MANAGER 2009 SEGA WOW: WRATH OF THE LICH KING ACTIVISION BLIZZARD WARHAMMER 40,00: DAWN OF WAR II THQ ARMA II 505 GAMES EMPIRE: TOTAL WAR SEGA SPORE: GALACTIC ADVENTURES EA

NEW

INTERNATIONAL CRICKET CAPTAIN 09: ASHES P2 GAMES

10 9

GRAND THEFT AUTO IV FALLOUT 3

DEVELOPER: THE SIMS STUDIO PUBLISHER: EA

ROCKSTAR BETHESDA

44,45 MCV548_final:54-55 MCV525

27/7/09

17:28

Page 2

RETAILBIZ: RETAIL CHARTS WWW.MCVUK.COM

MCV 31/07/09 45

Harry Potter, racking up another No.1 hit for Nintendo. The game recorded the fourth biggest debut week for a Wii title, behind Wii Fit, Mario Kart Wii and Mario & Sonic.

EA also enjoys a strong week, with a four per cent drop in sales failing to drag Harry Potter lower than second place and Tiger Woods holding onto third place, despite a three per cent fall in sales.

PS3

L FORMATS Highest New Entry

THIS LAST WEEK WEEK

Highest Top 40 Climber

21

22

MARIO & SONIC: OLYMPIC GAMES Wii, DS

22

RE

RACE DRIVER: GRID 360, PS3, PC, DS

23

21

RHYTHM PARADISE DS

24

24

CARNIVAL: FUNFAIR GAMES Wii, DS

25

17

GRAND SLAM TENNIS Wii

26

25

INFAMOUS PS3

27

29

MARIO KART DS DS

28

30

RED FACTION: GUERRILLA 360, PS3

THQ

29

31

TRANSFORMERS: AUTOBOTS DS

ACTIVISION BLIZZARD

30

23

SEGA SUPERSTAR TENNIS Wii, 360, PS3, PS2, DS

31

RE

CLUB PENGUIN: ELITE PENGUIN FORCE DS

32

26

GHOSTBUSTERS PS3, PS2

33

RE

MONSTER HUNTER: FREEDOM UNITE PSP

34

35

GRAND THEFT AUTO IV 360, PS3, PC

CODEMASTERS NINTENDO 2K PLAY

SONY NINTENDO

SEGA

36

34

ICE AGE 3 DS, Wii, PS3, PS2, XBOX 360, PC

37

36

FOOTBALL MANAGER 2009 PC, PSP

38

40

DR KAWASHIMA’S BRAIN TRAINING DS

39

NEW

MYSTERY STORIES DS

40

RE

NEW SUPER MARIO BROS. DS

1 2 3 4 5 6 7 8 9 10

2 3 13 8 6 4 5 9 18

CAPCOM ROCKSTAR

MY FITNESS COACH Wii

TITLE

DISNEY SONY

38

THIS LAST WEEK WEEK

title Grand Slam Tennis drops eight places to No.25, while Sega’s Virtua Tennis 2009 falls to No.13 .

Activision and Ubisoft break up EA’s dominance of the Top 10 with Transformers: Revenge Of The

Fallen, Call Of Juarez and the irrepressible Call Of Duty 4: Modern Warfare.

James.Batchelor@intentmedia.co.uk

[FULL PRICE] TITLE

PUBLISHER

1

CALL OF JUAREZ: BOUND IN BLOOD

2 3 4 5 6 7 8 9 10

FIGHT NIGHT ROUND 4 TIGER WOODS PGA TOUR 10 TRANSFORMERS: REVENGE OF THE FALLEN INFAMOUS UFC 2009: UNDISPUTED CALL OF DUTY 4: MODERN WARFARE GHOSTBUSTERS VIRTUA TENNIS 2009 [PROTOTYPE]

1 3 4 6 9 7 8 5 10

WEEK ENDING 25/07/09

DEVELOPER: TECHLAND PUBLISHER: UBISOFT EA EA ACTIVISION BLIZZARD SONY THQ ACTIVISION BLIZZARD SONY SEGA ACTIVISION BLIZZARD

EA

35

PC CD-ROM

SEGA

Tiger Woods is the only other MotionPlus compatible game left in the Top 10. EA’s other

UBISOFT ACTIVISION BLIZZARD SEGA NINTENDO

GSP/AVANQUEST NINTENDO

WII THIS LAST WEEK WEEK

[FULL PRICE] TITLE

1

WII SPORTS RESORT

2 3 4 5 6 7 8 9 10

WII FIT EA SPORTS ACTIVE MARIO KART WII TIGER WOODS PGA TOUR 10 HARRY POTTER & THE HALF-BLOOD PRINCE GRAND SLAM TENNIS TRANSFORMERS: REVENGE OF THE FALLEN VIRTUA TENNIS 2009 MARIO & SONIC AT THE OLYMPIC GAMES

1 2 3 4 5 6 8 7 9

DEVELOPER: NINTENDO PUBLISHER: NINTENDO

XBOX 360

[BUDGET PRICE] PUBLISHER

WORLD OF WARCRAFT: BATTLE CHEST DEVELOPER: ACTIVISION BLIZZARD PUBLISHER: ACTIVISION BLIZZARD HIDDEN EXPEDITION: AMAZON FOCUS WORLD OF WARCRAFT ACTIVISION BLIZZARD MYSTERY CASE FILES: MADAME FATE FOCUS ROLLERCOASTER TYCOON 3 MASTERTRONIC BEJEWELED TWIST FOCUS FALLOUT 3: GAMME ADD-ON PACK BETHESDA MYSTERY CASE FILES: RAVENHEARST FOCUS MYSTERY IN LONDON: JACK THE RIPPER FOCUS ROLLERCOASTER TYCOON 2 SOLD OUT

PUBLISHER

THIS LAST WEEK WEEK

NINTENDO EA NINTENDO EA EA EA ACTIVISION BLIZZARD SEGA SEGA

[FULL PRICE]

TITLE

PUBLISHER

1

TRANSFORMERS: REVENGE OF THE FALLEN

2 3 4 5 6 7 8 9 10

FIGHT NIGHT ROUND 4 TIGER WOODS PGA TOUR 10 CALL OF DUTY 4: MODERN WARFARE CALL OF JUAREZ: BOUND IN BLOOD UFC 2009: UNDISPUTED [PROTOTYPE] RED FACTION: GUERRILLA HALO WARS CALL OF DUTY: WORLD AT WAR

1 4 5 3 8 6 14 19 9

(c) ELSPA, Compiled by ChartTrack

WII SPORTS RESORT seizes the top spot from

DEVELOPER: LUXOFLUX PUBLISHER: ACTIVISION BLIZZARD EA EA ACTIVISION BLIZZARD UBISOFT THQ ACTIVISION BLIZZARD THQ MICROSOFT ACTIVISION BLIZZARD

[SOURCE]

[ANALYSIS]

46,47 MCV548_final

24/7/09

14:03

Page 1

YOUR ESSENTIAL GUIDE TO SERVICE COMPANIES

sourcebook WWW.INTENTMEDIA.CO.UK/SOURCEBOOK

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

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

The Audio Guys Ltd Tel: +44 (0) 1926 813546 www.theaudioguys.co.uk

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

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

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

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

Media Safari Tel: 01225 731 388 www.mediasafari.co.uk

Über Tel: 0114 278 7100 www.uberagency.com

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

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

gaming accessorieS

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

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

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

Parker Consulting Ltd Tel: 07771571639 www.parkerconsulting.biz

Dilute Recordings Tel: 01483 306834 www.diluterecordings.com

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

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

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

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

RealtimeUK Tel: 01772 682 363 www.realtimeuk.com

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

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

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

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

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

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

Frontroom Tel: 020 7384 5400 www.frontroom.com

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

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

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

AntiGrav Media Ltd Tel: 01932 454929 www.antigrav-media.co.uk Hubb Accessories Tel: 01642 204343 www.playwithhubb.com Logic3 plc Tel: 01923 471000 www.logic3.com Pebble Entertainment GmbH Tel: +49 (231) – 477 927 0 www.pebble-entertainment.com/en Pinpoint Consumer Elec.

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

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

LO

TO BE INCLUDED IN THIS

46,47 MCV548_final

24/7/09

14:03

Page 2

In association with

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

LOCALISTATION QA AND TESTING

legal services

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

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

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

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

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

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

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

PlayableGames Tel: 020 7421 6487 www.playablegames.net

software development

Babel Tel: 01273 764100 www.babelmedia.com

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

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

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

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

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

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

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

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

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

Technicolor Tel: 0208 987 7829 www.technicolor.com

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

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

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

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

uk distribution and logistics Discstribution Tel: + 44 (0) 845 4308735 www.discstribution.com EntaTech Tel: 0333 101 1000 www.entaonline.com Gem Tel: 01279 822822 www.gem.co.uk Meroncourt Europe Ltd Tel: +44 (0) 1462 680060 www.trade.meroncourt.co.uk

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

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

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

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

Trilogy Logistics Ltd Tel: 0845 456 6400 www.trilogy-uk.com

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

48,49 MCV548_final:Layout 1

24/7/09

13:41

Page 1

INTERNATIONAL DISTRIBUTION 48 MCV 31/07/09

WWW.MCVUK.COM

International Distribution Guide AUSTRALIA

DENMARK

INDIA

PORTUGAL

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

ecofilmes...............................Sao Joao Da Madeira TM

AFA INTERACTIVE

GATEWAY DISTRIBUTION APS Gateway Distribution ApS

MILESTONE INTERACTIVE SOFTWARE LIMITED

66 Hughes Street, Mile End,

+44 1279 408 665 (UK)

Pramukh Plaza, 2nd Floor,

PLANETA DEAGOSTINI INTERACTIVE

South Australia 5031

+45 7026 0870 (DK)

Cardinal Gracious Road,

Diagonal, 662-664, 3ª planta D,

Tel: +61 8823 41355

dt@gatewaydistribution.dk

Chakala, Andheri East,

08034, Barcelona, Spain,

www.gatewaydistribution.dk

Mumbai 400 099, INDIA.

Tel: +34 93 492 08 89

Tel: +91 22 28203319

distributioninteractive@planetadeagostini.es

Fax: +91 22 28203334

www.planetadeagostini.net

AUSTRIA

ESTONIA

Koch Media GmbH...............................Rottenmann

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

email: distribution@milestoneinteractive.com website: www.milestoneinteractive.com

Play Art Multimedia Handels GmbH....Rankweil

BELGIUM

FINLAND

ISRAEL

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

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

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

ITALY

CLD Distribution S.A. .........................Fernelmont

BENELUX

v.2 PLAY. LDA Studio Office Marquês de Pombal – Avenida de Loulé nº 123 1069-152 -

FRANCE

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

Lisbon, Portugal

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

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

Tel. 00351 21 31 46 51 0

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

Fax 00351 21 31 61 12 5

Leader Spa.................................Gazzada Schianno Newave Italia...................................................Firenze

INNELEC MULTIMEDIA

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

RUSSIA

NETHERLANDS

Hitzona.............................................................Moscow

GAMEWORLD

45 rue Delizy,

Cornusbaan 1, 2908 KB Capelle A/D IJssel

93692 PANTIN Cedex, France

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

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

Tel: +31 10 298 3838

Email purchase: f_alglave@innelec.com

Micromedia BV...........................................Nijmegen

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

Web: rishi@gameworld.nl

Email export sales: g_armspach@innelec.com

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

Tel: 00.33.1.48.10.55.55

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

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

SERBIA

NEW ZEALAND GERMANY

Gamewizz..........................................................Albany

EBS Benelux

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

Lorentzweg 1

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

NORWAY

3752 LH Bunschoten-Spakenburg

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

Pan Vision Norway.....................................Trollasen

The Netherlands

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

COMPUTERLAND DOO Kumodraska 45 11000 Belgrade, Serbia

MPX.no .......................................................Sandefjord

Tel:+381(0)11 309 95 95

Phone: +31 (0)33 201 21 00

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

Fax:+381(0)11 309 95 96

Fax: +31 (0)33 201 21 01

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

mail:games@computerland.rs

GREECE

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

website:www.computerland.rs

Centric ...............................................................Athens Nortec Multimedia.........................................Athens

POLAND

Zegetron S.A....................................................Athens

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

E-mail: info@ebs-benelux.com Website: www.ebs-benelux.com

CYPRUS

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

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

HUNGARY Antec .............................................................Budapest

GOODTONES GREAT GAMES LTD 1 Alkaiou Street / Office 1 / Engomi / Nicosia 2404 / Cyprus

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

SOUTH AFRICA TECHLAND Sp. z o.o.

Midigital ..............................................Johannesburg

ul. Jana Szczyrki 12,

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

54-426 Wroclaw, Poland E-mail: business@techland.pl Web: www.techland.pl

SPAIN Ardistel. S.L..................................................Zaragoza

tel. +357 22 666612

Phone: +48 71 354 46 10

Distribuciones Videográficas Digitales ....MADRID

www.greatgames.com.cy

Fax: +48 71 354 46 10

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

TO ADVERTISE IN THE INTERNATIONAL DISTRIBUTION GUIDE

48,49 MCV548_final:Layout 1

24/7/09

13:41

Page 2

INTERNATIONAL DISTRIBUTION WWW.MCVUK.COM

MCV 31/07/09 49

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...

INTERNATIONAL NEWS

USA

PLANETA DEAGOSTINI INTERACTIVE

DREAMGEAR, LLC

Diagonal, 662-664, 3ª planta D, 08034,

20001 S. Western Ave.

Barcelona, Spain,

Torrance, CA 90501

Tel: +34 93 492 08 89

Phone: 310-222-5522 x 111

distributioninteractive@planetadeagostini.es

Fax: 310-222-5577

www.planetadeagostini.net

Contact: Moris Mirzadeh Email: moris@dreamgear.net

VIRGIN PLAY Paseo de la Castellana 9 – 11, 28046 Madrid, Spain Tel: +34 91 789 35 50

U.S. GAMES DISTRIBUTION, INC.

Web: www.virginplay.es

16700 Schoenborn St. #2 North Hills, CA. 91343

DistribucionesVideográficas Digitales ....Madrid

Tel: +1 818 920 9393

Distribuye Palmera................................Las Palmas

info@usgamesdist.com

JC Distribuciones .............................................Getxo

www.usgamesdist.com

GAMING’S recession-proof credentials took a further knock with news that the North American video games market suffered its fourth successive month of decline in June, falling 31 per cent to $1.17bn.

It’s the worst year-on-year fall since September 2000, a month that saw annual declines of 41 per cent. To date in 2009 the entire US games market is down 12 per cent compared to 2008.

The only platform which managed to increase its sales year-on-year was Microsoft’s Xbox 360.

“While some of the decline in retail sales could be a migration on the part of consumers to acquiring content via digital distribution, our reports on downloads and subscriptions reveal that it’s not yet having enough impact on the console market to be an overly meaningful factor in the retail down-turn,” NPD’s Anita Frazier outlined.

“That said, there are increasing avenues for consumers to game, including via mobile devices, and it’s clear the industry is sorting through how to manage all these opportunities while deploying resources appropriately.”

Shine Star, S.A...........................................Barcelona

SWEDEN

Meanwhile, over-the-top free roaming action title Prototype topped the June software charts in the US, with the 419,900 sales enjoyed by the Xbox 360 SKU bettering both high-profile new arrivals and perennial sellers. The PS3 SKU shifted around 181,100 units.

THQ’s surprise worldwide hit UFC 2009: Undisputed was next up with the Xbox 360 SKU shifting 338,300 units.

There was a strong debut for EA’s Tiger Woods PGA Tour 10 which doubled the first month sales of both the ‘09 and ‘08 versions.

EA also managed to beat incumbent Nintendo in the Wii software charts with its personal fitness trainer EA Sports Active, beating favourites such as Wii Fit and Wii Play.

UAE

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

ALESAYI UNITED COMPANY Video Games Distributor in the Middle East GAME OUTLET EUROPE AB

P.O BOX 16999

PO Box 5083

Jebel Ali Free Zone Dubai U.A.E.

S-650 05 Karlstad, Sweden

Tel: 00971 4 883 5960

Phone: +46 54 854750

Fax: 00971 4 883 5175

Fax: +46 54 854759

E-Mail: marketing@alesayi.ae

E-mail: info@gameoutlet.se

U.A.E. Website: www.alesayi.ae

Website: www.gameoutlet.se

Group Website: www.alesayi.com

Panvision....................................................Stockholm SIBA AB ...................................................Gothenburg

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

TURKEY ARAL Import..................................................Istanbul Nortec Eurasia...............................................Istanbul

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

UNITED STATES Modern Pluto Trading LLC...............Saudi Arabia NXT Global LLC .................................................Dubai

BASCO, INC.

Pluto Derinton Games LLC............................Egypt

VIDEO GAMES DISTRIBUTOR

Red Entertainment Distribution ..................Dubai

Tel: 1-917-627-3000 Fax: 1-718-228-4401 Email: sales@bascodistribution.com Web: www.bascodistribution.com

CHINA

A CHINESE online-game company is developing a brand new edition of EA’s Ultima Online in a bid to make the longstanding MMO a success across Asia.

NetDragon Holdings, based in China’s Southeastern province of Fujian, is developing the game with the aid of MMO veteran studio Mythic Entertainment.

Net Dragon Holdings mentioned that it has exclusive operating licenses in China, Hong Kong, Macau and India, giving the new Ultima Online a fighting chance to break into young and immeasurably lucrative Asian markets.

EA Asia president Jon Niermann said that NetDragon is a ‘proven partner’ and is confident in the group’s expertise in the MMO field will help ‘build and operate a great gaming experience for players’.

PLEASE CONTACT ROB.BAKER@INTENTMEDIA.CO.UK

50-54 MCV548_final:Layout 1

24/7/09

13:52

Page 1

TO ADVERTISE CONTACT ROB BAKER ON: 01992 535647 OR

DIRECTORY

DISTRIBUTION

KEY CONTACTS

DISTRIBUTION Creative Distribution ...........020 8664 3456 DVD Technology .......................01189 215 999 Discstribution ........................0845 430 8735 Gem ............................................01279 822800 Ideal Software..........................01767 689 720 Logic3 ........................................01923 471 000 Meroncourt ..............................01462 680060 Revive ........................................01462 483555

GAMES CONSOLE REPAIR Total Console Repair Ltd .......087 19 18 17 21

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

www.discstribution.com

LOCALISATION Partnertrans................................01753 247731 Testronic....................................01753 653 722 Universally Speaking................01480 210621 STORE FITTINGS AMA ............................................01924 507 217 Retail Entertainment Displays01733 239001 DISC REPAIR TDR ...........................................01202 489 500

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 DISTRIBUTION

DISTRIBUTION

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

IDEAL SOFTWARE . . . . . . . +44 (0) 1767 689720 . . . . . . . . . . www.idealsoftware.net

DISTRIBUTION

DISTRIBUTION

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

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

50-54 MCV548_final:Layout 1

24/7/09

13:52

Page 2

ROB.BAKER@INTENTMEDIA.CO.UK DISTRIBUTION

EDITORIAL PLANNER Some of the special issues coming up in MCV, the only trade publication that covers all sectors of the market...

FRIDAY AUGUST 7th

BACK TO SCHOOL SOFTWARE FOCUS As the summer holidays draw to a close, parents and children turn their attention away from leisure and entertainment titles and towards preparing for the new academic year. MCV investigates what part video games can play in this and what opportunities that presents to both publishers and retailers.

TERRITORY REPORT: NORTH AMERICA The United States and Canada form the biggest and most influential video games market in the world. MCV analyses this gargantuan market, speaking to key players in the territory about how the sector is performing and the changes seen in the territory over the past 12 months.

FRIDAY AUGUST 14th

GAMESCOM SHOW SPECIAL The inaugural Gamescom trade show opens in Cologne, and there will be an extra 3,000 copies of MCV available at the event. Amongst the features tucked inside one of the biggest issues of the year will be a plethora of high profile interviews with UK and European publishing bosses, maps of the halls, a list of exhibitors, a full guide to Cologne and a look at the products set to take the show by storm.

MUSIC GENRE FOCUS MCV takes a look at this ever-expanding genre with Activision Blizzard’s Hero franchise branching out into new fields and EA bringing the world’s most iconic band to games in the latest Rock Band. We speak to the publishers and developers and offer a guide to where this market leading genre is heading.

FRIDAY AUGUST 21st

TERRITORY REPORT: GERMANY One of Europe’s largest video games markets is also one of the most important, with Europe’s premier trade show occurring within its borders every year. Fresh from this year’s GDC Europe and Gamescom in Cologne, MCV takes a closer look at the German games sector, speaks to key developers, retailers and publishers, runs through the latest charts and discusses the country’s concerns over violent software.

FRIDAY AUGUST 28th

GAMESCOM REVIEW With Germany’s Cologne-based trade show over, deals have been struck, announcements have been made and European retailers are now well prepared for the Christmas run-in. MCV provides a comprehensive run-down of the key products, the big announcements and the best moments from this year’s Gamescom.

FRIDAY SEPTEMBER 4th

FOOTBALL GENRE FOCUS With FIFA and Pro Evolution Soccer preparing to battle once more with thier 2010 editions, we take a look at why the genre has proven so durable throughout the history of video games. We speak to the key publishers in this space about where the relationship between video games and football is heading, and what we can expect to see from this year’s offerings as they bid for the top of the charts.

FOR MORE DETAILS CONTACT: LOGIC 3 . . . . . . . . . . . . . . . . . . . . 01923 471000 . . . . . . . . . . . www.uksales@logic3.com

CHRIS.DRING@INTENTMEDIA.CO.UK

50-54 MCV548_final:Layout 1

24/7/09

13:52

Page 3

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 Blitz Games Studios. . . . . . . . . . . +44 (0) 1926 880 000

Distributors of CD, DVD, Blu-ray, SD-Ram, Micro-SD, and lots, lots more...

X-Box 360 - Wii - DSi - PS3 new release games & accessories

Crytek . . . . . . . . . . . . . . . . . . . . . . . . . . . . +49 69219 77660

UK Sales: ...............................01189 215 999

Denki . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.denki.co.uk

European Sales: ......01189 215 916

Lightning Fish Games . . . www.lightningfishgames.com

sales@dvdtech.com

nDreams . . . . . . . . . . . . . . . . . . . . . . . +44(0) 1252 375754

DVD TECHNOLOGY . . . . . . . . . 01189 215 999. . . . . . . . . . . . . . . . . . www.dvdtech.com

Razorback . . . . . . . . . . . . . . . . . . . . . www.razorback.co.uk

DISTRIBUTION

Realtime Worlds . . . . . . . . . . . . . . . +44 (0) 1382 202 821 Stainless Games . . . . . . . . . . . jobs@stainlessgames.com Strawdog Studio . . . . . . . . . . . . . . +44 (0) 1332 258 862

TOOLS bluegfx. . . . . . . . . . . . . . . . . . . . . . . +44 (0) 1483 467 200 Epic Games . . . . . . . . . . . . . . . . . . . . . . . . . +1 919 870 1516

SERVICES 3D Creation Studio . . . . . . . . . . . . . . +44 (0) 151 3459551 Air Studios. . . . . . . . . . . . . . . . . . . +44 (0) 207 794 0660

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

Ian Livingstone. . . . . . . . . . . . . . . . . +44 (0) 1483 421 491 Partnertrans . . . . . . . . . . . . . . . . . . . +44 (0) 1753 247 731

DISC REPAIR

amBX UK Ltd. . . . . . . . . . . . . . . . . . . . . . . . www.ambx.com Testology . . . . . . . . . . . . . . . . . . . . . . . . . . . 07919 523 036 Testronic Labs . . . . . . . . . . . . . . . . . +44 (0)1753 653 722 Universally Speaking . . . . . . . . . . . +44 (0) 1480 210 621

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

To be included in the Develop Directory (which appears every month in Develop and every week in MCV) contact sam.robinson@intentmedia.co.uk.

All subscription requests should go to mcv.subscriptions@c-cms.com TOTAL DISC REPAIR. . . . . . . . . . 01202 489500 . . . . . . . . . www.totaldiscrepair.co.uk

50-54 MCV548_final:Layout 1

24/7/09

13:53

Page 4

ROB.BAKER@INTENTMEDIA.CO.UK GAMES CONSOLE REPAIR

Insider’s | Guide

TOTAL CONSOLE REPAIR . . . . . . 087 19 18 17 21. . . . . www.totalconsolerepair.co.uk STORE FITTINGS

AT New Media’s Paul Comben talks about the value of games

This week’s interviewee is AT New Media’s CEO Paul Comben…

AMA DISPLAYS . . . . . . . . . . +44 (0) 1924 507217 . . . . . . . . . www.ama-displays.co.uk STORE FITTINGS

What services do AT New Media provide?

AT New Media is a licensing agency uniquely specialising in the worldwide market for interactive content. We provide three primary consultancy and agency services: AT Brands (for rights owners), AT Content (for developers and publishers) and AT Merchandise (for the owners of brands or characters).

What makes you stand out from competitors?

AT New Media is unique among licensing agencies and consultancies in specialising in the interactive content categories. All other licensing agencies are focussed on merchandise categories and on properties arising from ‘old media’ such as TV, movies and books or corporate brands, rather than the games industry.

RETAIL ENTERTAINMENT DISPLAYS . . 01733 239001 . . . . . . . www.reddisplays.com

Tell us something we didn’t know about your company.

We are always very quick to spot new platforms and licences emerging. For example, we were behind deals that took these diverse brands such as Horrible Histories and Dancing On Ice into games for the first time.

What is the best part about your job?

Seeing great products and brands come to market together. The fusing of great development talent with leading brands from various genres is very enjoyable.

How important are games to your business?

Very. Without them we would probably not have a business.

AT New Media is involved with other types of digital content, but games make up the vast majority of our partnerships.

50-54 MCV548_final:Layout 1

24/7/09

13:53

Page 5

TO ADVERTISE CONTACT ROB BAKER ON: 01992 535647 OR ROB.BAKER@INTENTMEDIA.CO.UK LOCALISATION

DIARY DATES ‘09 From the MCV Awards to our next Pub Quiz, here are all the essential industry dates to get in your diary…

JULY GAMES CONVENTION ONLINE Friday, July 31st Sunday, August 2nd Leipzig Messe, Germany www.leipziger-messe.com

AUGUST PARTNERTRANS . . . . . . . . . . . . 01753 247731 . . . . . . . . . . . . . . www.partnertrans.com LOCALISATION

Quality Matters At Testronic Labs, we help you produce great quality games.

For us, quality means a game that exceeds the expectations of the players, a game that works on every platform and reads right in every language, a game that’s just right for its audience.

We’re here to make it better.

Testing on all major console, PC and iPhone platforms Functionality testing Translation and localisation Localisation testing PC compatibility Compliance testing MMO performance testing Usability / focus group testing New Player Experience (NPE) testing

For further information, please contact sales-tl@testroniclabs.com www.testroniclabs.com

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

MULTIPLAY M FESTIVAL Friday, August 7th – Monday, August 10th Stoneleigh Park, Warwickshire www.mfestival.com EDINBURGH INT. FESTIVAL Thursday, August 13th – Friday, August 14th Edinburgh, Scotland www.edinburghinteractivefestival.com GDC EUROPE Monday, August 17th Wednesday, August 19th Cologne, Germany www.gdceurope.com GAMESCOM Wednesday, August 19th Sunday, August 23rd Cologne, Germany www.gamescom-cologne.com

SEPTEMBER

The MCV and Xbox 360 Pub Quiz returns to the rather swanky Sway Bar in Holborn. Once again the event brings together the market’s leading publishers, retailers and media to compete for some pretty substantial prizes – and the honour of being the biggest brains in games.

It’s also, of course, a very smart networking event, with numerous buyers and publishers, editors and agencies all rubbing shoulders at the bar.

TOKYO GAME SHOW Thursday, September 24th – Sunday, September 27th Makuhair Messe, Tokyo tgs.cesa.or.jp/english BRAND LICENSING 2009 Wednesday, September 30th – Sunday, October 1st Olympia, London www.brandlicensingeurope.com

OCTOBER HANDHELD LEARNING Monday, October 5th – Wednesday, October 7th The Brewery, Barbican, London www.handheldlearning2009.com MCM EXPO Saturday, October 24th – Sunday, October 25th Excel Centre, London www.londonexpo.com EUROGAMER EXPO Tuesday, October 27th – Saturday, October 31st London and Leeds expo.eurogamer.net UNIVERSALLY SPEAKING . . . . . . . 01480 210621 . . . . . . . . . . . www.usspeaking.com

MCV AND XBOX 360 PUB QUIZ Thursday, September 24th Sway Bar, Holborn Orlaith.Kennedy@intentme dia.co.uk

GAMES MEDIA AWARDS Thursday, October 15th Jongleurs, Camden, London dave.roberts@intent media.co.uk Now in its third year the Games Media Awards returns to the Jongleurs Comedy Club in Camden and will once again hail the best brands and individuals from the specialist and mainstream sectors, both in print and online.

Last year’s Games Media Awards saw wins for the ‘big three’ of Future, Imagine and Eurogamer, whilst there was also awards for FHM and The Guardian. The event is free to enter for the media.

55 MCV548_final:47 MCV443

28/7/09

15:09

Page 1

WWW.MCVUK.COM

MCV 31/07/09 55

MCV FORUM

‘Supermarkets will kill pricing dream’ One indie believes that the country’s biggest grocers will ruin the chance for retail to stick to RRPs this Q4…

I READ with interest your cover story last week (‘Can recession end price war?’

MCV 24/7). It was an interesting take on things, and appears to make sense: as games retailers’ margins become more and more squeezed, and Argos leads the way by putting up its prices, many more of the High Street chains will stick closer to games’ RRPs. For an indie like me, this would be a wonderful scenario – and one we’ve been waiting on for a long time. Strange to think that a recession could be a ‘golden age’ for a business like mine, but in terms of competition, that may well be true this year.

As CHIPS’ Don McCabe put it so succinctly under the story on your site: “The real long term effect of a recession is to remind all business that the purpose of being in business is to make a profit. After each recession that we have been through we have always

managed to have very, very good years. Then slowly but surely we have the return of the idiots who sacrifice profit for market share or growth.”

However, there is one problem in this halcyon ideal: the supermarkets. You see, their business model is nothing like ours, or, for that matter, GAME’s or HMV’s.

“

Babycham, etc. Making a loss on a game is no great shakes to them – so long as they make it up on other items.

In previous years, this has been a frustration – but this Christmas, it could be fatal.

Because this year, more than ever, my business – again, just like GAME’s and HMV’s – will need to keep our margins high,

In the past, supermarket pricing has been a frustration but this Christmas, it could prove to be fatal.

While we’re all scrabbling to ensure we cut games’ prices a little, but not enough to lose us our profit margin, they don’t care. They only care about ‘basket spend’ – getting the customer in-store with the lure of the cheap game, and then encouraging them to buy shampoo, bourbon biscuits,

A.N. Indie

With all of us sticking to higher pricing, I have grave fears about the effect some irresponsible price-cutting from the supermarkets may have, and whether we’ll see yet more High Street casualties this Christmas as a result.

A.N. Indie Bedfordshire

”

as you rightly pointed out in your article.

None of us can afford to make a loss on any of the big titles, particularly small and independent retailers. Because if we make a loss, we make a loss. It’s as simple as that. We make our profit on games. We sell games. We know games.

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

MOBILE.MCVUK.COM

56-58 MCV548_final

28/7/09

15:10

Page 1

56 MCV 31/07/09

WWW.MCVUK.COM

PIC OF THE WEEK Ever played as Swindon Town in FIFA? No? Us neither. But these two goliaths of the footballing world will be brought together in real life this season, as the new iteration of EA’s flagship sports title FIFA 10 sponsors the Wiltshire side throughout their Coca Cola League One campaign.

The deal was struck in conjunction with FourFourTwo magazine. No wonder the players here are looking so smug – no doubt that’s a free copy they’ve blagged themselves.

Off The Record SNACK ATTACK In news that would make weasel-faced food snob Gillian McKeith inspect her own turds, Gamer Grub has launched its own range of snacks specially designed for gamers in the US. Whether you’re a pizza, chocolate or wasabi fan, there’s something for everyone, all promising ‘no keyboard crumbs’ and ‘no greasy fingers’. Note the lack of a pledge to give you a huge gut.

This week, FIFA and Swindon team up, as one of Sony’s finest gets climbing and some well known development types win big...

56-58 MCV548_final

28/7/09

15:10

Page 2

WWW.MCVUK.COM

MCV 31/07/09 57

RETAIL ADVISORY BOARD

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

LISA MORGAN, GAME

DUNCAN CROSS, ASDA

MARTYN GIBBS, GAMESTATION

DON MCCABE, CHIPS

TIM ELLIS, HMV

KEITH SHARPE, PLAY.COM

SOCK THERAPY As you may recall from a couple of weeks ago, Tecmo Koei is giving one lucky MCV reader the chance to win a shiny PS3 and a copy of Ninja Gaiden Sigma 2 – just for wearing the game’s offical socks in a funny, imaginative way. Finally, we have a winner: Alan Boiston of VVV Games. Koei tells us: ‘He walked into his local like this and proceeded to get hammered.’ A man after our own heart. Bravo.

CAROLINE AUSTEN, THE HUT

JON BIGGS, MORRISONS

DEBBIE O’NEILL, COMET

GRAHAM CHAMBERS, AMAZON

PETER WILLIS, DSGI

IGOR CIPOLLETTA, SHOPTO

ANTHONY STOCKER, ARGOS

STEPHEN STALEY, GAMESEEK

JOANNA HUNT, TESCO

MOVIN’ ON UP SCEE account manager Chloe Giusti has just completed The Four Peaks Challenge for charity – climbing Ben Nevis and Snowdon, amongst others, with her homemade Sackboys.

She’s been raising cash for great charity Tackle Africa. You can donate here: http://www.justgiving.com/chloegiusti

STRAIGHT AS AN ARRA’ The development industry’s finest darts players each won a bundle of literal beer tokens, in the shape of £100-worth of Threshers’ vouchers at the Develop Conference this month, courtesy of PR firm Peppermint P. Here we have Peppermint MD Simon Jones handing out the prize to (top) Testronic CEO Neil Goodwin and (below) Outsource Media MD Mark Estdale.

GURDEEP HUNJAN, SAINSBURYS

56-58 MCV548_final

28/7/09

15:10

Page 3

W IN

O ST NE U O RM F OV FIV IK E : B CO IR PI DS ES O OF F PR ILEY 2

505 is offering you the chance to win one of five copies of IL-2 Sturmovik: Birds of Prey, on the format of your choice, be it Xbox 360, PS3, PSP or DS. To be in with a chance, simply answer the following:

Q. WHICH OF THE FOLLOWING IS A BIRD OF PREY? A. Dove

B. Hawk C. Jordan

Send your answer (and indicate your format of choice) to il2@intentmedia.co.uk EDITORIAL: 01992 535646

Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk

Advertising Manager: Lesley Blumson Lesley.Blumson@intentmedia.co.uk

Please address all enquiries to:

Editor-In-Chief: Michael French Michael.French@intentmedia.co.uk

Advertising Executive: Rob Baker Rob.Baker@intentmedia.co.uk

Associate Editor: Tim Ingham Tim.Ingham@intentmedia.co.uk

Art Director: Stuart Moody Stuart.Moody@intentmedia.co.uk

MCV, Intent Media, Saxon House, 6a St. Andrew Street, Hertford SG14 1JA.

Deputy Editor: Christopher Dring Chris.Dring@intentmedia.co.uk Staff Writer: James Batchelor James.Batchelor@intentmedia.co.uk Retail Editor: Ben Parfitt Ben.Parfitt@intentmedia.co.uk Contributors: Ed Fear, Andrew Wooden, Will Freeman, Rob Crossley

ADVERTISING: 01992 535647

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 Finance Director: Hilary Cole Finance Manager: Michael Canham Michael.Canham@intentmedia.co.uk

Managing Director/Publisher: Stuart Dinsey Stuart.Dinsey@intentmedia.co.uk Telephone: 01992 535688

Printed By: Pensord, Tram Road,Pontllanfraith Blackwood, NP12 2YA

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 2008, MCV had an average weekly net circulation of 8,833. 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.

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

ISSN: 1469-4832 Copyright 2008

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

xx MCVxxx_v1:Layout 1

21/7/09

11:30

Page 2

dps MCVxxx_v1:Layout 1

21/7/09

15:41

Page 1