MCV565 November 27th 2009 by Intent Media (now Newbay Media Europe)

“Properly, properly awesome.” - Patrick Garratt – VG247.com

brink-mcv-wrap-0.indd 1

11/18/2009 10:41:38 AM

“...set in 2025 on a futuro-archipelago called The Ark, which may be humanity’s last outpost on a ﬂooded earth - a teambased, objective-driven, story-packed ﬁrst-person shooter... BRINK impresses from pretty much every angle.” – Eurogamer

brink-mcv-wrap-0.indd 2

11/18/2009 10:41:39 AM

3 MCV565_final

24/11/09

17:34

Page 1

THE MARKET FOR COMPUTER AND VIDEO GAMES

Issue 565 Friday November 27 2009 £3.25

04 Sega spends big The publisher steps up its biggest ever marketing campaign in the UK

09 Hornby and EA team up Toy giant says it wants to use the publisher’s IP for future products

22 Noughties but nice MCV continues its look back at the past decade: This week, 2001 and 2002

WITH THIS ISSUE We take an exclusive peek at Nintendo’s latest Zelda game on DS, Spirit Tracks

EVERY BUYER EVERY BRANCH EVERY INDIE EVERY WEEK

INCORPORATING

Consoles set for extinction claims Square Enix’s Wada Trade must prepare for switch to digital distribution and server-based games, says Japanese CEO Formatholders ready for evolution behind the scenes Square begins growing business into social and browser markets by Michael French SQUARE ENIX chief Yoichi Wada is preparing his firm for the demise of physical media – and potentially the death of home consoles. In an exclusive interview with MCV, the CEO of the publisher – which now owns Eidos and is famous for its epic disc-based Final

“

Wada warned that “all the distributors and sales firms will suffer a big negative impact” from a new era in which interactive entertainment switches from software run on hardware in the home to serverbased offerings, game streaming and digital distribution. He claimed that formatholders including Sony and Microsoft are already prepared

In the past, the platform was hardware. Now it’s the network. A time will come when hardware isn’t needed. Yoichi Wada, Square Enix

Fantasy games – said that a dramatic change will come in the next decade offering more opportunity for market growth, but fundamentally transforming the traditional industry. “In ten years’ time a lot of what we call ‘console games’ won’t exist,” he said.

”

for the shift – and that thirdparties must follow suit. “Somewhere around 2005 the console manufacturers’ strategy shifted,” he said. “In the past the platform was hardware, but it has switched to the network. A time will come when the hardware isn’t even needed anymore.

FINAL FANTASY NOT FORGOTTEN

Wada says that a console-less future will create an ‘enormous’ market

“With that, any kind of terminal becomes a potential platform on which games can be played – that’s exponential growth in the potential of gaming. The potential size of the market is enormous.” He explained that Square Enix is preparing for this change by ramping up

production of social and browser games at its Japanese studios, and also closely monitoring 2010’s beta roll-out of PS3 MMO Final Fantasy XIV. “Social and browser games are going to grow dramatically – especially in areas like Asia which does not have as big a console market,” he said.

So where does a traditional boxed product like Final Fantasy fit into Wada’s vision of the industry's future? The CEO said that as the publisher’s flagship brand, “there is no way Square Enix will relax its attitude” towards the venerable RPG, and that whatever happens to games distribution “there will always be a co-existence of something old and new”. But he stressed that the firm remains more than committed to the existing console market. And that Square Enix will tailor the franchise towards big, attention-grabbing global software releases – as it plans to do for Final Fantasy XIII on Xbox 360 and PS3 when it hits Europe and North America on March 9th.

Ubisoft withdraws from exclusive distribution Assassin’s Creed II publisher already moving Christmas stock through Gem, as it drops agreement with Trilogy by Tim Ingham GIANT PUBLISHER Ubisoft has left its exclusive UK distribution deal with Trilogy Logistics, MCV can reveal – and is already delivering

stock to retail through an open arrangement. Numerous trade sources have informed us that Ubisoft has struck an eleventh hour deal with Essex firm Gem to handle Christmas stock – but

that the publisher is also maintaining a working relationship with Trilogy and other disties. It is unclear whether the firm is interested in signing a new exclusive deal in the territory.

Ubisoft first signed with Trilogy in June, 2007, when it left its long-standing exclusive contract with the now-defunct Pinnacle. Ubisoft was not available for comment when contacted by

MCV. The publisher hit No.2 in the ELSPA-GfK-ChartTrack All Formats Top 40 with Assassin’s Creed II this week.

PERSONNEL 26 RETAIL BIZ 31 NEW RELEASES 37 HIGH STREET 38 CHARTS 40

4,5 MCV565_final:4-5 MCV515

24/11/09

17:16

Page 1

4 MCV 27/11/09

WWW.MCVUK.COM

NEWS

[LEADER] DON’T IGNORE WADA’S WARNING WHEN MCV broke the story that Square Enix was sniffing around Eidos a year ago, it was admittedly a strange rumour. We said as much at the time. But a savvy £80m swoop later has proven Square Enix to be one of the most cunning and surprising companies operating on the global games stage. So CEO Yoichi Wada’s comments to us this week about the potential death of the home console should not to be dismissed as outlandish. He says the trade’s bread and butter sales and distribution forces will be hit hard by the oncoming tidal wave of browser games and online distribution. That’s a given. The many discussions we’ve had in these pages over the last few months – and at the London Games Conference - certainly prove that the power and scope of online forces are clearly not to be underestimated. But will the industry make an absolute transition towards social games and streamed titles? No one is really sure – Wada himself told me that the specific timeline is a bit wooly, and said that there is never a perfect solution where an industry ‘switches cleanly from A to B’.

“Wada isn’t saying we’re doomed. He’s asking how we rise to the challenge.” However a vision where ‘any terminal’ is a games platform isn’t unbelievable. The opportunity for the industry lies during the switch over to that potentially purely digital era. So the lion’s share of the industry in 10 years could be occupied by a TV with built-in Xbox Live, that disc-drive-less PlayStation Phil Harrison once fondly talked about, or a Wii HD – where the HD doesn’t mean hi-def, but a ten terrabyte hard drive. Each would be served by a big, fat internet pipe – and maybe some memory stick-based purchases bought in-store at a GAME download kiosk. Alternatively there’s plenty of scope for the smaller, scrappier upstarts to drive changes at the top level. Only this week, GameStop bought UK-based Jolt to drive its digital strategy, after all. And arguably new streaming services OnLive and Gaikai generate headlines on consumer sites because they are new and exciting and challenge the establishment. Wada himself admits it – and on our cover isn’t saying the industry is doomed, more asking how we rise to the challenge. And I bet he isn’t alone amongst industry CEOs in wanting to find (and maybe buy) businesses that pioneer online gaming who are, in his words, based anywhere in the world. Just look at the big money swoop EA made for Kensington-based Playfish on the same day it said it couldn’t afford 1,500 of its workforce. So while leaders like Wada can forewarn us of the potential broad trends, when it comes to many other things about how the industry harnesses online, all other bets are off. Michael.French@intentmedia.co.uk

Sega kick-starts ‘biggest Publisher sponsors Winter Wonderland and GMTV 250,000 units by Christopher Dring SEGA’S BIGGEST ever marketing campaign, for Mario & Sonic at the Olympic Winter Games, has kicked up a gear in the build up to Christmas. The firm has sponsored the Winter Wonderland in Hyde Park with a branded ice rink and a game sampling area – with a total of two million visitors expected to play the game at the event before it closes on January 4th. Mario & Sonic is also sponsoring GMTV/Toonattik until January 10th 2010 with a series of ads between shows. This joins Sega’s main threemonth TV campaign, which features extensive advertising around high rating shows including The X Factor, Coronation Street and I’m A Celebrity Get Me Out Of Here. On top of this the publisher has begun a shopping mall advertising blitz that will run up until Christmas, which includes posters and HD digital screens in key locations. The firm’s cinema campaign is also still on-going, with 30second spots set to appear before upcoming kids

“

Mario & Sonic at the Olympic Winter Games has sold through over a quarter of a million units to date. John Clark, Sega

blockbuster Where The Wild Things Are. “We are delighted with the success of Mario & Sonic at the Olympic Winter Games, which has sold through over a quarter

”

of a million units to date,” Sega’s UK MD John Clark told MCV. “Last week saw sales increase 24 per cent week-onweek as our Christmas campaign launched and with

ELSPA applauds new Digital Bill ELSPA HAS come out in support of the Government’s new Digital Economy Bill, which was ushered into Parliament with the Queen’s Speech last week. The Bill officially recognised PEGI as the new ratings system for video games in the UK. It also looked to crackdown on file-sharing. ELSPA director general Michael Rawlinson (pictured) told MCV: “We are happy with the content of the DEB where it refers to the games industry. We are delighted to see the

government including its commitment to PEGI as a single classification system for games. “We are also pleased with the commitment made by the Government via the Bill to tackle the widespread problem of online copyright infringement

through more effective legal action and consumer education. “In principle we support the Government’s efforts to address IP theft through the Bill and we are pleased to see it finally taking the issue seriously. However we understand that there are technical difficulties and consumer sensitivities around the solutions proposed. We hope the Government thinks carefully and listens to all stakeholders while debating this to ensure that creativity is not curtailed and consumers respectful of IP are not punished.”

4,5 MCV565_final:4-5 MCV515

24/11/09

17:16

Page 2

WWW.MCVUK.COM

MCV 27/11/09 5

NEWS

ever’ ad drive of new Mario & Sonic title already sold in UK

Gamespot launches new ‘what’s hot’ data service by Tim Ingham

Mario & Sonic is featuring in a number of high-profile outdoor creatives

GIANT consumer site Gamespot has launched what it claims is the UK’s first dedicated real-time tool to measure consumer interest in video games. GameSpot Trax will follow the behavior of more than 4.5 million UK gamers on the site, allowing the firm to create UK-specific data on ‘what’s hot and what’s not’ amongst consumers.

activities – into user trend graphs that show the effectiveness of their efforts in building mindshare. The service was originally launched in the US in 2003, providing data and analysis at a global level. “Last year the UK video games market was worth over £3.8bn, and for the first time ever video games are out-selling DVD and BluRay discs” said UK commercial

[PRE ORDERS]

TOP 10 FINAL FANTASY XIII PS3 SQUARE ENIX

2. SUPER STREET FIGHTER IV PS3 ......................................CAPCOM

3. MAG: MASSIVE ACTION PS3 ..........................................SONY

4. GOD OF WAR III PS3 ..........................................SONY

5. SUPER STREET FIGHTER IV 360 ......................................CAPCOM

6. BATTLEFIELD: BAD COMPANY 2 PS3 ..............................................EA

the increase in marketing activity – such as winter wonderland, GMTV/Toonattik sponsorship and outdoor advertising alongside our already existing TV and cinema campaign – we are confident that this trend will continue with consumers seeing Mario & Sonic as a must-have Christmas purchase.’’ Mario & Sonic at the Olympic Winter Games hit

shelves on October 9th, and has been a mainstay in the ChartTrack Top 10 ever since. Ahead of its launch, Sega’s UK MD John Clark told MCV that he feels the title is a good contender to be 2009’s Christmas No.1 game. Sega: 020 8995 3399

The tool monitors daily how UK gamers are responding to gaming products and brands, and benchmarks them against their competitors at each of the five major stages of the buying cycle, including awareness, consideration, trial, purchase, and post-purchase engagement or feedback. Marketeers can set parameters for a daily feed, mapping their own and their competitors’ activities – such as ad campaigns and PR

director at CBS Interactive, Julian Childs. “The stakes are incredibly high for publishers, and the need for a tool providing comprehensive information and insights – specific to the UK market – has never been greater. GameSpot Trax UK provides a whole new level of intelligence on the true dynamics of the UK video games market, and gives unique insight into future sales performance.” Julian.Childs@cbs.com

7. ROGUE WARRIOR 360 ....................................BETHESDA

8. BAYONETTA 360 ..........................................SEGA

9. RESIDENT EVIL: DARKSIDE WII........................................CAPCOM

10. GRAN TURISMO 5 PS3 ..........................................SONY Week ending November 21st Source: SHOPTO.COM Turn to page 39 for more pre-order charts from leading online retailers

UK SOFTWARE SALES MONITOR Your weekly guide to the UK games software market… This week’s UK software sales fell by 40 per cent, as the industry came down from the Modern Warfare 2 launch week. Value for the week dropped from £103.1m to £61.4m, while unit sales fell 30 per cent to 2,406,756. Despite the fall, the market is significantly up over the week prior to Modern Warfare 2’s launch – by over 25 million units. Sales were driven this week by Activision’s FPS, as well as new releases Assassin’s Creed II, Left 4 Dead 2 and New Super Mario Bros. Wii. The release schedule quietens down as we head towards Christmas, with Zelda: Spirit Tracks, EA Flips, Tony Hawk: Ride and Ubisoft’s Avatar December’s only major releases. But sales are sure to rise as consumer spending ramps up ahead of the festive period.

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

[WEEKLY MARKET VALUE] 120 Week Ending November 21st 2009

£61.4m

100 80 60 40 20

£34.7m

£103.1m

£61.4m

1,532,255 Units

3,422,625 Units

2,166,981 Units

0 Modern Warfare 2 held on to the top spot this week

Week Ending November 7th

Week Ending November 14th

Week Ending November 21st

6,7 MCV565_final:6-7 MCV515

24/11/09

14:14

Page 1

6 MCV 27/11/09

WWW.MCVUK.COM

NEWS

Woolies owner expects Xmas sales boost for games category Shop Direct Group triples share of games market after increasing software range in response to demand by Christopher Dring HOME SHOPPING and online retail giant Shop Direct anticipates a strong Christmas for games after tripling its share in the software market. The firm, which bought the rights to the Woolworths brand

“

cent higher than any previous title sold at Shop Direct. “Gaming is hugely popular with our customers and after listening to them, we have increased our range of games and accessories,” said the company’s product director Justin Young.

Gaming is hugely popular with our customers and, after listening to them, we have increased our games range. Justin Young, Shop Direct

earlier this year, has bolstered its games offer in 2009 with an even bigger range of products. It also appointed former Woolworths category boss Gerry Berkley as trading manager for entertainment, which has paid dividends for the firm – with pre-orders of Modern Warfare 2 200 per

”

“We are able to offer our customers a unique way of transacting with us, which is different from many of the traditional retailers. “Our customers are able to spread the cost of high value purchases, interest free, over a period of time, making gaming accessible to all.”

Shop Direct this week announced it is looking to bring the Woolworths brand back to the High Street

The Shop Direct Group is the largest online and home shopping retailer in the UK, with brands including Empire Stores, Littlewoods, Very.co.uk and Woolworths.co.uk.

The company has always been a big seller of video games hardware, with an increasing presence in the software market, and is the fourth largest electrical retailer in the UK.

The firm also announced this week that it’d like to bring Woolworths back to the High Street as a franchised chain. Shop Direct: 0844 292 1000

Tradewest Games signs up new partner for UK NEW PUBLISHER Tradewest Games has signed a deal with Austrian IP holder JoWooD to handle sales for the firm’s games in the UK.

“

“We are happy to extend our co-operation in order to cover the UK market,” said Martin Spiess, CEO of Tradewest Games.

With our joint efforts to deliver quality distribution services, we’ll do whatever it takes to support JoWooD.

Martin Spiess, Tradewest Games

Tradewest will also manage the company’s titles in other European markets – building on its existing agreement to handle JoWooD products in France.

”

“JoWooD is a strong partner, well known for innovative and appealing products on all relevant platforms. With our joint efforts to deliver high

quality distribution services, we’ll do whatever it takes to support JoWooD successfully in the UK marketplace.” Stefan Berger, JoWooD head of publishing, added: “After the great co-operation with Tradewest France as our sales agent, we are very pleased to include the UK market into our partnership. Together with the team of Tradewest, we are convinced we can deliver the best possible performance.” Tradewest’s work on JoWooD titles begins with Yoga for Wii. The new fitness game uses the Balance Board and is released today (November 27th).

Martin Spiess continues to expand Tradewest Games’ operations

Tradewest was formed by CEO Spiess at the end of the summer following the closure of Midway Europe.

Two weeks ago the firm promoted Nick Howard to UK managing director. Tradewest: 020 7382 7720

6,7 MCV565_final:6-7 MCV515

24/11/09

14:14

Page 2

WWW.MCVUK.COM

MCV 27/11/09 7

NEWS

Activision Christmas sampling tour targets nation of families Publishing giant showcases major family releases across UK’s key shopping centres by James Batchelor ACTIVISION BLIZZARD is currently touring Britain’s hottest retail locations to raise awareness of its familyorientated Christmas line-up. The publisher has been showcasing titles such as DJ Hero and Tony Hawk: Ride to a wider audience at major shopping centres every weekend since October 31st.

“

prizes, such as consoles and copies of Tony Hawk: Ride and DJ Hero. “The tour is supported by Microsoft and has taken place across six sites, including Glasgow’s Buchanan Galleries, Newcastle’s Metro Centre, Birmingham’s Bullring and Milton Keynes’s MK One.” The publisher’s stand is split into two focussed sections: one demonstrating DJ Hero and

We consider this activity an integral part of our marketing plans, as it enables shoppers to experience our products. Keith Cox, Activision Blizzard

“The Activision Nationwide Shopping Tour aims to offer consumers the opportunity to trial some of our key familyfocused titles in the run-up to Christmas,” said trade marketing manager Keith Cox. “In addition to providing trial opportunities, we will also be staging a variety of fun competitions on the stand, offering the chance to win

”

Band Hero, and the other for Tony Hawk and Bakugan – all shown on Xbox 360. Cox went on to explain how important the sampling tour is to Activision Blizzard, hinting that additional tours are a dead cert for several Christmases to come. “We consider activity like this an integral part of our marketing plans, as it enables consumers to experience our

Activision’s sampling tour has engaged with gamers of all ages

products in an accessible environment,” he said. “We have conducted similar activities during the Christmas period for the past three years and, with consumer interest as keen as ever, it certainly looks as though will look to repeat these tours in future.”

The tour has two more sites to visit. It will be in Bristol’s Cabot Circus this weekend (November 28th – 29th), before travelling to Essex’s Lakeside shopping centre for December 5th and 6th. Activision: 020 3060 1000

Marketing boss Macario leaves GAME LONG-STANDING GAME Group marketing head Anna Macario has left the retailer, MCV can reveal. The popular exec leaves her position as the company’s marketing director, a role that she has held since August 2004. Macario originally joined the group as head of marketing in November 1998. Previous to her time at GAME, Macario worked elsewhere in the industry as European marketing manager at Sega for two years.

GAME Group commercial and supply director Tricia Brennan told MCV: “Anna has been with us for 12 years, starting from 114 stores through to a multinational 1,400 stores and she has been integral to our success. “She has seen us through the launch of the Reward Card, the integration of EB to GAME, followed by the integration of GAME and Gamestation. “She has always been there as a friend and colleague to everyone she has worked with,

Anna Macario was instrumental in GAME’s growth

both at GAME Group and within the industry. “Anna really will be missed by all of her friends at GAME and we would like to wish her the very best of luck for the future, keep in touch.” It is currently unknown whether Macario – whom Brennan described as “quirky, genuine and very kind with a strange affection for mad cats” – is planning to pursue to a new position elsewhere in the video games industry. GAME: 01256 784000

8,9 MCV565_final:6-7 MCV515

24/11/09

14:13

Page 1

8 MCV 27/11/09

WWW.MCVUK.COM

NEWS

Livingstone: Pre-owned trade threatens future of boxed market Growth of second-hand business is encouraging developers to bypass High Street channel, warns industry legend by Tim Ingham UK DEVELOPMENT legend Ian Livingstone has raised concerns over the growth in preowned sales on the High Street – suggesting the practice may force publishers and studios to bypass traditional retail.

“

download for added content – ensuring that anyone that bought the game second-hand would lose out on a chunk of the title. “You can’t exactly claim that the [second-hand] practice is good for publishers or developers,” Livingstone told

Long term, if no revenue share of pre-owned is offered to developers, there may be less boxed product. Ian Livingstone, Eidos

Speaking exclusively to MCV, Eidos life president Livingstone predicted that IP owners will begin looking to online activation codes and other tactics to ensure gamers don’t re-sell their titles. This month, EA offered consumers of Dragon Age: Origins on PC a one-time

”

MCV. “Development costs continue to rise and content creators need to benefit from the sales of their goods wherever they occur. “If no revenue share is offered by retail on sales of pre-owned titles, content owners will develop creative online ways to ensure

Livingstone believes that development teams and publishers are becoming tired of witnessing the growth of pre-owned at retail

consumers retain ownership of their games. “In the short term this might be authorisation codes, identification codes or essential online data necessary to play. In the long term, there will be less boxed product.” Livingstone has a long history with boxed product, having overseen the flotation and merger of Domark with Eidos Technologies back in 1995. He served as executive chairman of Eidos’ Board until 2002, and has earned a BAFTA and OBE, and acts as chairman for the Computer Games Skills Council. He was promoted to life president at Eidos earlier this year. MCV revealed in October that pre-owned is likely to account for a third of GAME Group’s revenues in the first half of next year. The category generated 25.7 per cent of the firm’s sales in H1 2009.

Nintendo ready to take Zelda mainstream NINTENDO believes it can draw new gamers to the Zelda series for the first time with upcoming DS release Spirit Tracks. The game, which hit shelves on December 11th, is being backed by Nintendo with a wide-scale TV campaign – as the firm aims to capture ‘occasional gamers’ who have previously picked up Brain Training and Professor Layton. “This is certainly a Zelda title that can be expanded out to a broader audience,” product manager Roger Langford told MCV in this week’s Recommended Extra.

“Initially at launch we will be concentrating on our passionate Zelda fanbase, ensuring that they all know that the latest title is out there. Moving forward we can leverage the DS installed

“

elements of Spirit Tracks.” The entire Zelda series has sold more than 59 million units to date, according to Nintendo. The first Zelda was released on the NES in Europe in 1987.

Sprit Tracks is a Zelda game that can attract fans of Brain Training and Professor Layton to the series. Roger Langford, Nintendo

base and broaden the demographic out so that hopefully those that enjoy our titles such as Brain Training and Professor Layton will be exposed to the adventure and puzzle

”

The last entry in the series to be released was another DS game – The Phantom Hourglass, which hit shelves back in 2007. Nintendo: 01753 483 700

Nintendo’s Roger Langford says new Zelda will attract DS owners

8,9 MCV565_final:6-7 MCV515

24/11/09

14:13

Page 2

WWW.MCVUK.COM

MCV 27/11/09 9

NEWS

Sponsored by

Hornby commits to EA tie-in Need For Speed Scalextrix just the first of several partnerships between the two firms by James Batchelor HORNBY HAS revealed it will be bringing more Electronic Arts properties to toy shelves in 2010. The company is already seeing strong sales from its Need For Speed Scalextrix range, which launched in July, and is now working on additional joint ventures with the games publisher. “The Need For Speed products are performing above expectations, so we anticipate a good level of interest over

“

EA: The Beatles: Rock Band will benefit from a second, Christmas-orientated marketing campaign, with a new TV spot designed to further drive sales. SQUARE ENIX: IO Interactive has revealed Kane & Lynch 2: Dog Days will be released on Xbox 360, PS3 and PC in 2010 under Square Enix’s Eidos label.

We are discussing further collaborations with EA for 2010. The Need For Speed products are performing well. Paul Chandler, Hornby

Christmas,” said marketing manager Paul Chandler. “We are already discussing further collaborations with EA for 2010. Further details will be announced in January.” Hornby acquired the Need For Speed licence for use with

”

their Scalextric brand earlier this year. While the deal is generic and does not relate to a particular instalment of the racing series, the products have benefited from the release of NFS: Shift and Nitro.

“Younger video game fans may not have experienced the thrill of Scalextric racing, which requires a different skill set to that of a video game expert,” said Chandler. “Both EA and Hornby hope the partnership will introduce fans from both categories to each other and thus enhance interest from new audiences. It is a curious mix of virtual, visual excitement and physical, cause-and-effect action.” The EA agreement complements the licensing deal

Hornby has already arranged with long-term partners Lamborghini and Nissan. Chandler added that Hornby and EA have supported each other in terms of marketing to ensure that both the Need For Speed games and toys reach as wide an audience as possible. He said: “Hornby and EA have worked very closely to ensure the partnership works for both parties and the strength of both brands combined offers a very strong proposition.”

Interactive Ideas boss Breeze is ‘delighted’ with CTA contract

Breeze. “Interactive Ideas looks forward to supporting CTA Digital’s expansion into the UK.” I. Ideas: 020 8805 1000

TOTAL DISC REPAIR is to ramp up awareness for its disc cleaning machines with an instore marketing campaign. The firm will release posters, counter boards, flyers, t-shirts, mugs and floor displays into independent retail, and have also created two consumer websites. The first site, www.playlikenew.com, promotes the benefits of disc repair, while www.trade4new.info focuses on trade-in software. “The market research we did earlier in the year highlighted the lack of

NAMCO BANDAI: Sky Crawlers: Innocent Aces, a dogfighting title based on a Japanese anime film, will be released on Wii in February. CAPCOM: The movie rights for Dark Void have been picked up by Plan B Entertainment, a company owned by Hollywood star Brad Pitt. NINTENDO: The platform holder is celebrating after New Super Mario Bros Wii scored a maximum 40/40 from Japanese games bible Famitsu.

Hornby: 01843 233 500

Interactive Ideas signs TDR reveals new indeal with CTA Digital store marketing blitz INTERACTIVE IDEAS has signed a distribution contract with accessories vendor CTA Digital. The distributor will now handle CTA’s products across all formats as the vendor looks to strengthen its presence in the UK. CTA boasts 15 years of experience in the market. “By this agreement with CTA, we are delighted to be able to offer a wide range of gaming peripherals across all platforms which are able to meet today’s increasing gamer demands,” said Interactive’s marketing director Michael

MICROSOFT: The world exclusive premiere of Bungie-developed Halo: Reach will be aired in the US on Spike TV during this year’s Video Game Awards on December 12th.

PLAYLOGIC: The Dutch publisher has announced increased net loss for the nine months to September 30th – up to £6.7 million from the £2 million loss announced in 2008.

TDR has created a range of promotional material for retail

awareness of both trade-in and disc repair with the public,” said Total Disc Repair marketing manager Clare Elvy. "Of the people surveyed over 70 per cent said they would use one or both services.” TDR: 01202 489 500

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

MOBILE.MCVUK.COM

10 MCV565_final:Layout 1

20/11/09

14:14

Page 1

10 MCV 27/11/09

WWW.MCVUK.COM

NEWS

EEK W E H T F O N IG A P M CA E AVATAR: THE GAM One of the biggest movie releases of the year is James Cameron’s 3D epic, Avatar. And Ubisoft’s movie tie-in promises to be just as spectacular, complete with monster marketing campaign…

RELEASED: DECEMBER 4 FORMATS: 360, PS3, WII, DS, PSP, PC PUBLISHER: UBISOFT DEVELOPER: UBISOFT MONTREAL

TV Television advertising forms the main part of Ubisoft’s Avatar campaign. The publisher’s creatives will reach 71 per cent of 1634 year-old males, who will have the chance to see the advertisement 3.8 times. The ads will appear around shows appealing to boys, dads and cinema-goers. As the game debuts ahead of the movie, the firm plans a two-phase campaign that will intertwine with Fox’s movie campaign. Fox’s activity will be extensive, and appear in the cinema, in the national press and on TV.

PRICE: VARIOUS PRINT AND ONLINE Ubisoft has booked print activity in the Official

DISTRIBUTOR: TRILOGY CONTACT: 0845 362 7769

magazines, but is primarily focussing its specialist and mainstream activity online. Creatives and video ads will run across specialist games sites like Gamespot, Videogamer, Total Video Games, Eurogamer, VG247, Gametrailers and Console Monster. They will also target mainstream, male-oriented

sites such as FHM, MSN Zootoday, Sky Sports Network, and Miniclip.com. The publisher expects to hit 12 million impressions throughout both November and December. POS The firm has prepared A2 posters, giant dummy boxes, and standees of

RDA human soldiers and Na’vi warriors. OUTDOOR Ubisoft is keen to dispel the myth that movie licensed games are poor, with presentations and hands-on demos appearing at many gaming events, including last month’s Eurogamer and MCM Expo.

Boost your Christmas sales with the official DSA range of best-sellers. Ideal gifts for learners! Car Drivers

Motorcyclists

The Oﬃcial DSA Complete Theory Test Kit

DSA Driving Theory Quiz DVD

No. 2 BEST-SELLER* SAVE†

£8

Lead product in the range, contains The Oﬃcial DSA Theory Test CD-ROM (which contains every question a learner could be asked until summer 2010), plus interactive Hazard Perception DVD. ISBN 9780115530715 £19.99

ECT PERF T GIF

The Oﬃcial DSA Theory Test for Motorcyclists CD-ROM No. 9 BEST-SELLER* BEST R SELLE

The Oﬃcial DSA Complete Learner Driver Pack – electronic

The Official DSA Theory Test for Car Drivers CD-ROM The closest experience to the multiple choice theory test for car drivers. Includes every question a learner could be asked until summer 2010. ISBN 9780115530685 £12.99

SAVE †

£14

Value pack containing The Oﬃcial DSA Theory Test for Car Drivers CD-ROM (which contains every question a learner could be asked until summer 2010), Hazard Perception DVD and Prepare for your Practical Driving Test DVD. ISBN 9780115530708 £29.99

The closest experience to the multiple choice theory test for motorcyclists. Includes every question a learner could be asked until summer 2010. ISBN 9780115530739 £12.99

The Oﬃcial DSA Biker Pack – Theory Test and Better Biking

No. 5 BEST-SELLER*

No. 3 BEST-SELLER* BEST R SELLE

Fun interactive DVD quiz to help learners prepare for their multiple choice theory test. Hosted by Fifth Gear’s Vicki ButlerHenderson. ISBN 9780115529344 £14.67

SAVE†

£4

Value pack containing The Oﬃcial DSA Theory Test for Motorcyclists CD-ROM (which contains every question a learner could be asked until summer 2010) and Better Biking DVD (which includes expert advice on hazard awareness and post-test training). ISBN 9780115530746 £19.99

To keep up-to-date with all the latest publication news from TSO, sign up to receive free email alerts at www.tsoshop.co.uk/signup

6390 11/09

†On the RRP of the individual products

TSO (The Stationery Office) is proud to be DSA’s official publishing partner. Prices, covers and publication dates are correct at time of going to press but may be subject to change without notice. The Stationery Office Limited is registered in England No. 3049649 at Clifton House, Worship Street, London, EC2A 2EJ *Source: ELSPA/ChartTrack Reference Chart October 2009.

DXF

UK retailers call:

Place Your Order Now

')/6 0&9 LQGG

0121 506 9585

12 MCV566_final:Layout 1

24/11/09

14:15

Page 1

12 MCV 27/11/09

WWW.MCVUK.COM

NEWS

Ubisoft eyes wider franchise potential for Assassin’s Creed New novel and online movie will spur more game sales, says firm Publisher to produce further films by Michael French UBISOFT HAS ditched the traditional ‘fire and forget’ model for its latest triple-A release – and reckons that a new Assassin’s Creed movie and book can help drive sales of the game sequel. Assassin’s Creed II was released last week, and shot straight to number two in the UK All Formats chart – held back from number one only by

“

According to brand manager Jan Sanghera, having the book available in stores and the short films available online can help increase game sales and keep the title high in the minds of gamers. “Releasing the book and film helps to enrich our product offering,” she told MCV. “They help to increase awareness and interaction with the Assassin’s Creed franchise.” The AC: Lineage movie

We hope to explore other media options and we may use cinema for future projects. Jan Sanghera, Ubisoft

the Call of Duty: Modern Warfare 2 sales juggernaut. Publisher Ubisoft is tipping the game for long-term sales success – like its eight millionselling predecessor – thanks to brand extensions. These include a new spin-off novel published by Penguin Books and a selfproduced Assassin's Creed: Lineage movie that debuted on YouTube to millions of viewers.

The Assassin’s Creed short movie debuted on YouTube, and had 1.7 million views in the first 24 hours

”

debuted first in smaller episodes on YouTube – getting 1.7 million views in just 24 hours – and the full 40 minute piece, which mixes live action with highend CG, went live just before the game arrived in stores. The film was made by Hybride, a special effects studio Ubisoft bought last year. Assassin’s Creed: Resistance, meanwhile, was published yesterday by Penguin

– and Ubisoft and Penguin are already looking at how retailers can cross-promote and sell both products. Sanghera told MCV that Ubisoft is considering how it

can internally create new ways to grow the source material for all its properties – which means more movies: “Assassin’s Creed: Lineage is Ubisoft's first film project. However, as mentioned, the company has

ambitions to become an entertainment provider. Therefore, we hope to explore other media options and may potentially use cinema for future projects.” Ubisoft: 01932 578 000

Rising Star Games looks to ‘best ever year’ RISING STAR GAMES has predicted that 2010 will be the best year in its history – as the publisher announces its bumper release slate for Q1. The firm’s first quarter lineup includes one title from affiliate label Gamebridge and the company’s first Xbox 360 and PlayStation 3 games.

“With seven games released from February to April, we’re about to embark on Rising Star Games’ busiest period to date,” said Rising Star Games COO Martin Defries. Highlights in Feburary will include PSP RPG Half-Minute Hero, DS puzzler Animal Kororo and Way Of The

Q1 is set to be Rising Star’s busiest period for new releases

Samurai 3 – a Gamebridge title for 360 and PS3. March sees the release of Wii adventure game Fragile Dreams, as well as Avalon Code and My World My Way (DS), as well as Rune Factory Frontier (Wii). “It’s a real case of quality and quantity,” added Defries.

“With Fragile Dreams, HalfMinute Hero and our first PlayStation 3 and Xbox 360 titles, it’ll be a brilliant start to what will be our best year ever.” Rising Star is also set to publish Grasshopper’s upcoming Wii blockbuster No More Heroes 2 next year. RSG: 01582 433700

ummon the dark power inside you to free Rivellon from its demonic reign. Only by facing your inner evil, can you defeat the cruel dragon beings. Seal your destiny and transform into one of the most dangerous and powerful creatures, that ever existed: the dragon knight. Be merciless, fight relentlessly and fulfil your divine purpose: the salvation of Rivellon!

Releasing the Dragon on November 20th for Xbox 360速 and PC

UK sales enquiries: please contact Luca Ponzetta - luca.ponzetta@mastertronic.com - 0207 502 4450. For UK Independent enquiries: please contact Advantage Distribution on 0121 506 9590 or sales@advantagedistribution.co.uk

Divinity 2 MCV Full Page Ad Chosen v6.indd 1

17/11/09 14:16:42

EXPERIENCE F O L L I R H T E U R T THE

G N I D R A O B E SKAT

STEP ON BOAR

RIDE WITH FRIE

NDS

RIDE VERT OR S

TREET

© 2009 Activision Publishing, Inc. Activision is a registered trademark and Ride is a trademark of Activision Publishing, Inc. All rights reserved. Tony Hawk is a registered trademark of Tony Hawk, Inc. All rights reserved. ‘2’, ‘PlayStation’ and ‘ ’ are registered trademarks of Sony Computer Entertainment Inc. Wii is a trademark of Nintendo. Microsoft, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies. All other trademarks and trade names are the properties of their respective owners. All rights reserved. Patents Pending.

TH _Ride_Print_Ad_DPS-MCV.indd 1

activision.com

11/11/2009 12:44

GRITTY SURFACE MOTION SENSING TECHNOLOGY

Similar to grip tape on a real skateboard

Rotate, tilt, and lift the board to pull off amazing tricks

SMART SENSORS

CONTOURED BASE

Push for speed, pull off grabs, and set up for bigger tricks using the four smart motion sensors

Curved bottom for stability, a full range of motion and unparalleled control

GET ON BOARD 4TH DECEMBER

www.TH

TH _Ride_Print_Ad_DPS-MCV.indd 2

.com

11/11/2009 12:44

16,17 MCV565_final:Layout 1

23/11/09

15:55

Page 1

16 MCV 27/11/09

WWW.MCVUK.COM

THE ROAD TO FINAL FANTASY XIII

The Final frontier Final Fantasy is one of the video games industry’s longest running and most successful franchises. Christopher Dring takes a closer look at the series ahead of the triple-A launch of Final Fantasy XIII… THE TITLE OF Square Enix’s upcoming monster sequel, Final Fantasy XIII, is a deceptive one. There has actually been over fifty games in the 22 year-old series, taking in the main titles, direct sequels and spinoff franchises (see A Fantasy timeline). And that’s not including the two feature films, animated TV episodes, novels and – in Japan, at least – a radio series. In total the Final Fantasy games have sold more than 85 million units worldwide, on platforms including the NES, PlayStation, Game Boy, Wii and iPhone. The brand has grown to such a

“

made it inevitable for the series to be released outside of Japan.” Indeed Japan has always been the home of Final Fantasy. Although the series launched in 1987, it wasn’t until the early ‘90s that it reached US shores, and it wasn’t until 1997 that European gamers got in on the act. “The big step for Europe came with the release of Final Fantasy VII for PlayStation in 1997 – the first official release of a numbered Final Fantasy title in the region,” continues Arnese. “It’s still considered the most famous and loved title in the whole series.”

The big step for Europe came with the release of Final Fantasy VII, it’s still the most loved title in the whole series. Adrian Arnese, Square Enix

size that merchandise and special edition hardware is released to coincide with each new game in the series. “There are so many key moments for the Final Fantasy series, with each numbered release in particular being classed as a major entertainment launch,” says Square Enix’s senior brand manager Adrian Arnese. “Without a doubt the success of the first game – while not officially released in Europe – created a momentum that

”

Following the release of Final Fantasy VII the brand hit the mainstream. In the same year Square Enix released Final Fantasy Tactics, taking the series into an entirely different genre for the first time – something the publisher continues to do to this day. And in 2001 the first theatrical movie, Advent Children, was released worldwide. But why has Final Fantasy managed to be such a major hit across the globe when rival Japanese RPGs have struggled?

A FANTASY TIMELINE 1987 Final Fantasy debuts in Japan on NES. 1988 The sequel, Final Fantasy II, arrives a year later. 1990 Final Fantasy III hits NES in Japan, as the US finally gets in on the act with the original Final Fantasy. A Japanese Game Boy RPG series called Sa-Ga is re-branded Final Fantasy Legend in North America. 1991 Super Nintendo title Final Fantasy IV

is the first game in the series to get released in the US and Japan during the same year. A side-story called Final Fantasy Adventure for Game Boy hits shelves in the US, while Final Fantasy Legend II is also released on the Nintendo handheld. 1992 Final Fantasy V is launched in Japan on Super Nintendo, as the US gets the third in the Final Fantasy Legend series. 1993 Final Fantasy Mystic Quest is released on SNES. The game is designed to appeal to Western audiences as an entry-level RPG.

1994 Final Fantasy VI hits the Super Nintendo in Japan. 1997 Final Fantasy moves from Nintendo to Sony with the epic Final Fantasy VII. Meanwhile, two spin-off games are released on PlayStation in Japan: Final Fantasy Tactics and Chocobo Mystery Dungeon. 1999 Final Fantasy VIII launches on PlayStation worldwide, as US

PlayStation gamers are able to play classic FF games for the first time in Final Fantasy Collection and Final Fantasy Anthology. Also released this year is the spin-off game Chocobo Racing on PlayStation.

2000 Final Fantasy IX arrives for PSOne. 2001 Final Fantasy X is released on PlayStation 2. The franchise hits the silver screen with the worldwide release of Final Fantasy: The Spirits Within.

16,17 MCV565_final:Layout 1

23/11/09

15:55

Page 2

WWW.MCVUK.COM

MCV 27/11/09 17

THE ROAD TO FINAL FANTASY XIII

“There are certain notable promotional and positioning factors to mention,” explains Arnese. “These include the way that the series has been introduced to the market over time to an ever increasing mass audience, before other similar brands had a real foothold. “Also the series theme, based on what the game is sometimes interpreted as in Japan: ultimate fantasy, is an experience everyone wants. “Having this kind of universal theme that everyone can buy into easily really helps the acceptance of content.” LUCKY NUMBER 13

Next up for Square Enix is Final Fantasy XIII, which had its full European and US

“

2002 Online game Final Fantasy XI launches in Japan. It hits the US in 2003 and Europe in 2004. Spin-off series Kingdom Hearts is released, featuring Disney and Final Fantasy characters 2003 The franchise’s first direct sequel, Final Fantasy X-2, lands on PS2. Square and Nintendo make up, resulting in the release of Final Fantasy Tactics Advance on GBA and a spinoff series called Crystal Chronicles on GameCube.

2006 Final Fantasy XII is published on PS2. Square continues the FFVII story with a third person shooter: Dirge of Cerberus: Final Fantasy VII on PS2. Meanwhile, the movie Final Fantasy VII Advent Children is released in the West. 2007 It’s a big year for Final Fantasy. Crisis Core: Final Fantasy VII turns up on PSP. Final Fantasy XII: Revenant Wings lands on DS. Final Fantasy Tactics: War of the Lions is released on PSP. And Final Fantasy Tactics Advanced 2: Grimoire of the Rift appears on DS.

game and still coming in during times of media blackout.” Of course Square Enix is taking the European launch of FFXIII very seriously. Not only is the firm planning a big budget marketing campaign but UK pop sensation Leona Lewis is featured on the game’s soundtrack with the song My Hands, which comes from her upcoming second album. “The theme song is anticipated to get media interest and pick-up by more mass audiences in addition to core gamers and seasoned fans of the series,” concludes Arnese. “The promotional campaign to support the game is in line with the epic nature of the title and is set to reach huge audiences, with a budget like that

The promotional campaign for Final Fantasy XIII has a budget like that of a blockbuster entertainment launch. Adrian Arnese, Square Enix

”

reveal earlier this month. The game is due to arrive in both territories on March 9th – just three months after the Japanese release – and expectations are naturally sky high. “The coverage given to the November 13th video reveal has been spectacular and widespread, with huge support from so much of press, retail, first party and other partners that we’re really grateful for,” adds Arnese. “Final Fantasy XIII is expected to be a landmark release for this generation. We’re already seeing great results through our pre-orders, with orders dating back from the initial announcement of the

of a blockbuster entertainment launch. “Further announcements between now and release are also expected to raise the hype level even further.” Final Fantasy XIII looks certain to continue the franchises’ legacy of big sales numbers and high review scores, and there’s still much more to come – including the release of Final Fantasy XIV, an online game that was revealed during Sony’s E3 press conference in June. And with a wealth of new spin-off titles already in development for all formats, there’s plenty of reasons to be excited about the series as it heads in to its 23rd year.

2008 Tower defence spin-off series Crystal Defenders begins life on iPhone, WiiWare, PSN and Xbox Live Arcade. Final Fantasy Crystal Chronicles: Rings of Fates is brought to market on DS. City building game Final Fantasy Crystal Chronicles: My Life as a King is distributed via WiiWare. Final Fantasy Fables: Chocobo's Dungeon materialises on Wii.

2010 and beyond Final Fantasy: Crystal Chronicles: Crystal Bearers will launch on Wii on February 5th. Final Fantasy XIII will arrive on PS3 and Xbox 360 on March 9th. Other games based on the Final Fantasy XIII universe are also planned, including Final Fantasy Agito XIII on PSP and Final Fantasy Versus XIII on PlayStation 3. Both titles currently do not have a release date. After FFXIII, the next big game in the series is Final Fantasy XIV: Online, which is due to hit PlayStation 3 in Japan during 2010.

2009 Beat ‘em up Dissidia: Final Fantasy lands on PSP, as the Crystal Chronicles series returns with Echoes of Time on Wii and DS. Finally, WiiWare game My Life as a Dark Lord is made available.

gasd2010_teaser_ad_Layout 1 18/11/2009 11:02 Page 1

The Entertainment Industryâ&#x20AC;&#x2122;s

Charity Golf And Spa Day In association with Gem for GamesAid

Tickets for the 2010 Golf and Spa Day are now available to book online. For more info or to book your ticket, visit www.golfandspaday.com. Places are limited, so be quick.

gasd2010_teaser_ad_Layout 1 18/11/2009 11:02 Page 2

INTERESTED IN SPONSORING ? Silver Hole Sponsorship Pa -In-One ckage Availa ble. Contact Rich ard St richards@ge ickler at m.co.uk

www.golfandspaday.com

www.gamesaid.org

20 MCV565_final:Layout 1

20/11/09

14:15

Page 1

20 MCV 27/11/09

WWW.MCVUK.COM

MCV INTERVIEW DAN SLINGSBY, GAMES ADDICT

A man for all regions DNA Publishing founder Dan Slingsby took the best regional games columnist accolade at the Games Media Awards last month for Games Addict. Christopher Dring asks the questions… Slingsby has spent time working for EMAP, Future, Highbury and Imagine Publishing

Why do you feel you won the award for regional games columnist? I was up against some pretty stiff competition from the Press Association, Metro and The Scotsman, so I didn’t think I stood a chance, if I’m being honest. Still, quality rises to the top and all that, so I guess the column must be doing something right. One of Games Addict’s unique selling points is that it provides succinct reviews of the four biggest video games of any particular week and that the column appears in print on the day the games are released. I could never understand why other columns would review games that had been out for weeks, when the opportunity was there to be as up-to-date as possible. Who have been your biggest influences over the years? Well, having worked at EMAP, Future, Highbury and Imagine, I’ve been around the block a bit, so you can’t help but meet some hugely talented and creative individuals. Greg and Jane Ingham when they were at Future were an

inspiration – they both had an enthusiasm for writing and magazine craft that I’d never really encountered before. There was also my first editor, Ben Orme, who I worked with at Northern & Shell. He taught me to never settle for second best. It’s a maxim I’ve tried to incorporate into everything I do.

“

Other highlights would include having a gun pulled on me by a Russian soldier in Star City – who didn’t realise we’d got permission to go and play on the full-size MIR Space Station simulator before the cosmonauts could have a go, working for Garry Williams when he was a publisher at EMAP, and setting up

What has been the Attitudes are changing. A highlight of your career new generation of editors are so far? more receptive to carrying a Well, I wouldn’t call it a games column. highlight, but my most memorable moment was Dan Slingsby, Games Addict sitting at a desk for twoand-a-half days making sure a launch I DNA Publishing, the company that was working on would make its print publishes Games Addict and a number slot. It was just me and an art editor and of other syndicated columns. we decided we wouldn’t leave the building until the magazine was finished. DNA Publishing produces content Sixty hours later, after eating our body for regional papers. Why do you feel weight in takeaways, the mag was sent it is important for regional media to to the printers on time and we were feature games? both utterly knackered. But I look back It’s a legitimate pastime, so if they’re on the experience with an immense covering the latest DVDs, cinema feeling of satisfaction, and it’s still some releases and music downloads, they of the best work I’ve ever done. should also be carrying video game

reviews. It’s a tough sell, though, as the majority of regional newspaper editors simply don’t ‘get’ games. They’re only really interested if there’s a sensationalist angle to something. We try and educate them as best as we can, with regular mail shots extolling the virtues of gaming, but the way some of them go on you’d think games were the work of the devil. That said, attitudes are changing. A new generation of editors have grown up with gaming and are much more receptive to the idea of carrying a games column.

”

What are your aspirations for the future of Games Addict? Obviously, I want to see it in as many regional newspapers as possible, but it’d be nice to make some return on it, too. It’s still not profitable, despite appearing in 16 newspapers, although we’re almost at the breakeven point. Luckily, we have other profitable columns in the portfolio, so they effectively subsidise it at the moment.

Mind Candy makes Social Games. Our most popular, Moshi Monsters, is growing like crazy and we’re currently hiring across the board for monstrously talented folks who want to play a key part in this exciting new genre of gaming.

Jus t som e of the pos itio ns ava ilab le: Prod uct Mar keti ng Man age r Tech nica l Proj ect Man age r HR Man age r Hea d of Lice nsin g Soft ware Eng inee rs Gam e Dev elop ers For othe r roles and more infor mati on, chec k out:

ww w.m ind can dy. com /re cru itm ent

0LQG &DQG\ /WG 0RVKL 0RQVWHUV LV D WUDGHPDUN RI 0LQG &DQG\ /WG $OO ULJKWV UHVHUYHG

PRVKLBUHFUXLWPHQWBPFYBVSDBY LQGG

22,23 MCV565_final:Layout 1

23/11/09

15:53

Page 1

22 MCV 27/11/09

WWW.MCVUK.COM

NOUGHTIES RETROSPECTIVE: 2001

2001 FLASHBACK

Continuing our series of retrospective articles covering the ‘noughties’, Michael French looks back at the key industry happenings in 2001. And turn over for our look at what happened the following year, too…

[THE BIG STORY]

GBA: THE BIG BOY DEBUTS

AFTER TEASING MCV in 2000 with pictures of a rendered ‘next-gen Game Boy’, Nintendo made good on its promise to upgrade its ten-year-old games format. The Game Boy Advance

and its interconnecting Game Cube sister were actually unveiled later that year – but it wasn’t until 2001 when the handheld was released, arriving as Nintendo overhauled its distribution

strategy to start selling direct. At the time, talk of 750,000 units sold in a year and a super-low price of £79 seemed like madness. But Nintendo knew what it was doing. When the handheld arrived in

summer 2001, the GBA claimed the title of ‘most successful games hardware launch’ (ruffling Sony’s feathers – they firm had only just released PS2) with 81,000 sold in week one.

GameCube would arrive (and as Nintendo and Microsoft built their local teams) PlayStation forged on. By the end of the year PS2 was at 5m units in Europe meaning that whatever Nintendo and Microsoft did next year, their battle was

always going to be for second place rather than supremacy. (More on that over the page.) Arguably it was here where format-holders were given the first warning that staggered territorial launches had stopped working.

[MEANWHILE, THE BATTLELINES ARE DRAWN]

OF COURSE, Nintendo’s dominance of the handheld market came thanks to the fact it had comprehensively cornered that part of the sector. Things were different in console hardware. PS2 was still in the

ascendance, and slow movement by Microsoft and Nintendo as they prepard for their European launches pretty much meant that the market was left wide open for Sony. So while the trade fretted about what Xbox might cost and when/if

22,23 MCV565_final:Layout 1

23/11/09

15:53

Page 2

WWW.MCVUK.COM

MCV 27/11/09 23

NOUGHTIES RETROSPECTIVE: 2001

[SEGA SAGA] IN EARLY 2001 Sega confirmed that it was calling it quits on games hardware, and that it would switch from being format-holder for the Dreamcast to a third-party publisher. It was a defining time for Sega’s business globally. In Europe, numerous key staff left – including boss Kazutoshi Miyake – as the company shrank and regrouped. Not everyone lost hope, though. While Sega threw its weight behind Xbox, UK distributor Planet was convinced there was still a market for the console, and took over distribution of all the remaining stock for the following 12 months.

[CHART ATTACK] REGULAR WEEKLY SALES charts are the staple of every major entertainment sector – but in 2001 that all came under threat. Grumbling retailers said they were unhappy the weekly charts contained competitive sales data, and wanted them scrapped. Thankfully, crisis talks between ELSPA, publishers and retail hammered out a deal that saved the weekly list but dropped sales details. It might still jar a little today – given the free flow of information and values in the music, book and box office charts – but it’s better than nothing.

[GRAND THEFT AUTEUR] THIS YEAR ALSO saw the launch of Grand Theft Auto III. As hype built for rival machines, Sony was quick to act: Previous releases had been a big hit on PC, PSX and Dreamcast, so it squirreled year-long exclusivity rights to the game. It was a good call. GTAIII became one of the fastest selling launch games ever (for the time) – although the real success would be seen the following year with the quick release of sequel Vice City (turn over for more on that).

[ECTS EXAMINED]

[LEND US A TENNER?] ACTUALLY, DON’T – JUST leave it right there. Continuing our trawl through games marketing’s weirdest moments, we’ve unearthed this gem. Well, if gems are able to melt human eyes with a single glance, that is. Picture the scene: with software for the first PlayStation still selling quick at bargain prices, publishers were milking the market by rereleasing classic games at under £10. One such publisher was Codemasters, which was doing a roaring trade with cheap Colin reissues. So what better way to show all of that off – along with a bunch of other curiously smooth and hairless things, it seems – than getting Codemasters CEO David Darling to strip off?

2001 SAW THE cracks appear in the foundations of another industry staple, too – trade show ECTS. It had been running since 1988, but its 14th outing was met with mixed opinions. Despite a stronger international contingent, the lack of big product unveilings, poor ExCeL venue and weakened UK attendance sparked concerns over the show. Of course the real trouble wouldn’t start until ELSPA launched a rival show a few years later. These retrospectives still have that to look forward to. Yay…

[2001: THE TOP TEN GAMES] Title

Publisher

Format

1 Harry Potter: Philosopher’s Stone EA

PSone, PC, GC, GBA

2 Grand Theft Auto III

Take 2

PS2

3 FIFA 2002

4 Gran Turismo 3

Sony

5 Pokémon Gold

Nintendo

6 Tony Hawk’s Pro Skater 2

Activision

7 Pokémon Silver

Nintendo

8 The Simpsons Wrestling

Fox Interactive

9 Championship Manager 01/02

Eidos

10 Theme Park World

PS2, PSone, PC PS2 GC GBA, PSone, DC, PC, GC, Mac GC PSone PC, Mac PSone, PC, PS2, Mac

24,25 MCV565_final:Layout 1

23/11/09

15:54

Page 1

24 MCV 27/11/09

WWW.MCVUK.COM

NOUGHTIES RETROSPECTIVE: 2002

2002 FLASHBACK

Continuing our look at the formative games industry events of the decade, we look back to 2002, when the war between format-holders began to heat up…

[THE BIG PICTURE]

XBOX vs GAMECUBE: THE FIGHT FOR SECOND PLACE THE ARRIVAL OF Microsoft and Nintendo’s new consoles in Europe during spring 2002 (after a late 2001 North America roll-out) wasn’t ever going to dominate when PS2 was doing so well. But that didn’t stop the two getting locked in a bitter battle to become the nation’s second-favourite console. Both made some ridiculous claims; Microsoft with its pointlessly long controller cables, and Nintendo saying its joypad’s many buttons made it highly versatile (a far cry from its Wii strategy a few years later). But both had some surprises up their sleeves, as we outline below…

MICROSOFT & NINTENDO: HEAD TO HEAD FEBRUARY 2002: A month ahead of the Xbox rollout Nintendo drastically undercut the Xbox’s £299 RRP by telling retailers its console would be around £150. It was a huge statement of intent, and despite sparking some stores’ ire it was wisely timed; Retailers had just found out they were also having to pay extra delivery costs on Xbox shipments as the hardware was so heavy... MARCH 2002: But Xbox managed to get its moment in the sun on launch, however, with a respectable launch where 48,000 consoles were sold at £299. APRIL 2002: But £299 was too much money to ask – and Microsoft knew it. So it quickly shaved £100 off the price to make the desirable console more accessible. MAY 2002: The price cut didn’t make much immediate difference for Xbox, however – and when GameCube officially launched, Nintendo sold 400,000 across Europe. That was almost ten times more than Xbox could muster on its debut, and twice the (at the time) Microsoft installed base for Europe of 200,000. JUNE 2002: Publishers knew another way Microsoft could cut prices to keep punters happy – and called on the format-holder to lower the RRP of software to £39.99. SEPTEMBER 2002: But one thing Microsoft understood about making headway in the games industry was that real success lies in currying developer favour – and using that to win over hardcore gamers. So at its X02 event it detailed a raft of studios on board, including plenty of UK teams. Oh, and Rare – it spent $375m on buying the studio Nintendo owned a key stake in. Fanboys went wild – but Xbox had proven it knew what had to be done to stay competitive.

24,25 MCV565_final:Layout 1

23/11/09

15:54

Page 2

WWW.MCVUK.COM

MCV 27/11/09 25

NOUGHTIES RETROSPECTIVE: 2002

[PLAYSTATION STEALS THE SHOW]

[CAMPAIGN TRIAL]

NO MATTER what Microsoft and Nintendo tried, there was no catching Sony. In 2002 its PS2 had hit a UK installed base of 2m, driven by 2001 releases GT3 and GTAIII and 2002’s Metal Gear Solid 2. Even the PSone was outselling the GameCube and Xbox. In August, Sony made it very clear the throne would not be relinquished: it cut the price to £169.99, driving its software catalogue of 145 available games further.

[CRIME PAYS]

IF THERE’S ONE thing the industry prides itself on today, it’s the fact so many publishers, retailers and developers claim to have an open dialogue with consumers. So when a small lobbying group of gamers started the Fair Play campaign for cheaper video games in late 2002, what did the industry do? Go mental, slag them off and try and shut them down of course! Sure, it was run by lunatics from the internet, and they were making spurious claims – but in retrospect the industry’s old dinosaur reaction hardly characterises the trade of days gone by as confident.

[SCREAM-WORTHY ADVERTISING]

ONE OF THE big drivers for PlayStation 2 was the Grand Theft Auto franchise, which Sony scored as a timed platform exclusive in 2001. By November 2002 GTAIII had sold over a million units in a year in the UK (a considerable feat back then). Its follow up Vice City debuted during the same month selling over 300,000 in two days on sale in the UK. Sony managed to secure further exclusivity on future GTAs although the follow-up San Andreas didn’t appear until 2004, leaving GTAIII and Vice City to dominate in the meantime.

[THE ‘ART OF THE INDUSTRY] EVEN MICROSOFT DABBLED in controversial marketing. Its TV ad for the Xbox launch featured a new born child shooting from between his mother’s legs, and drastically aging as he sailed through the air – before landing in his early grave. ‘Life’s short, play more’ said the slogan – a they-thought-it-was-clever-at-the-time way to show why people should be buying Xbox. Complaints to the Independent Television Commission that it was distasteful and scary promptly led to it being pulled. A bit of an over-reaction really – the only frightening thing about the Xbox launch was the stupidly high £299 price tag.

[2002: THE TOP TEN GAMES] Title

Publisher

1 Grand Theft Auto: Vice City

Take 2

2 FIFA 2003

3 Grand Theft Auto 3

Rockstar

4 Harry Potter: Chamber of Secrets EA

2002 was a watershed year for hardware, but arguably the real winners were third party publishers, who were faced with a wider market than ever. EA specifically had reason to cheer – it broke industry records by generative over $1.7bn in revenues during the year. “The industry is full of pretenders trying to mimic what they perceive to be EA’s strategy, but it took us 20 years to get here,” a bullish CEO John Riccitiello (pictured) told MCV at the time.

Format PS2 PS2, PSone, Xbox, PC, GC, GBA PS2, PC

PS2, PSone, GBA, PC, GBC, GC, Xbox

5 Medal of Honor: Frontline

PS2, Xbox, GC

6 LOTR: The Two Towers

PS2, GBA

7 Metal Gear Solid 2

Konami

PS2

8 Gran Turismo 3

Sony

PS2

9 Spider-Man

Activision

10 Monsters Inc

Disney

PS2, GBA, GC, Xbox, PC GBA, PSone, GBC, PS2, PC

26 MCV565_final:46 MCV515

23/11/09

11:39

Page 1