MCV821 February 6th 2015

THE BUSINESS OF VIDEO GAMES

BECOME AN ESPORTS PRO

ISSUE 821 FRIDAY FEBRUARY 6TH 2015

WE SPEAK TO THE BIGGEST NAMES IN THE SECTOR P04

New games pitching and showcase event set for May Interface features private pitch meetings and an interactive content marketplace

Dan Doughty says the OBox will attract major console IP within two years

Chinese telco giant to launch new console in UK next year OBox will push gaming technology unlike current consoles, says Snail

by Matthew Jarvis WATCH out Microsoft and Sony, one of China’s biggest games companies will launch its first console in Europe in early 2016.

Snail Games is China’s fifth largest mobile phone service provider and the firm behind hit MMO Age of Wushu, which attracts over 5.5m monthly players.

Now, the company is preparing to launch its high-powered Android console, the OBox, which it unveiled to the world at CES last month.

“We’re trying to push the technology again in a way that it’s not being pushed,” said Dan Doughty, director for business development at Snail Games USA. “Video games used to be synonymous with

pushing the leading edge of technology – that’s really fallen by the wayside.

“Now PCs are pushing the video gaming environment because the consoles don’t do it, and mobile devices aren’t capable of doing it.”

Xbox One and PS4 are already two generations behind.

Dan Doughty, Snail Games

He added: “The Xbox One and PS4 are already two generations behind in processing data and video. They will four or five generations behind by their end-of-life.

“That’s not acceptable in a technology-driven world.”

Doughty says that it will be a ‘year or two’ before games such as Call of Duty will be on these Android systems, and adds that the OBox offers more than its ‘limited’ rivals such as Ouya, as it allows gamers to swap out components like a PC and even supports 4K video.

Snail Games is also preparing a portable games machine and mobile phone hybrid called W3D, which works as a second controller for the console.

Doughty, a business development veteran who has held senior roles at various retail, technology and video game companies, told MCV the device will launch in the UK in early 2016 with a price to be determined.

THE teams behind MCV and Develop are hosting a brand new event in May for developers to showcase their games, find investors and pitch ideas.

Interface takes place on May 14th in central London and will bring

Interface will also offer affordable demo areas for indies wanting to showcase games, premium spaces for publishers, content acquisition, technology, recruiters and platformholders looking to find

together developers, publishers, platform holders, investors and funding experts.

Interface will connect indies, start-ups and creators of new games with investors and backers in private pitch meetings; plus, there will be demo zones and breakout sessions dedicated to seminars on better business practices.

There will also be areas for studios looking to recruit, plus networking and lounge spaces.

Interface will be affordable for businesses large and small, with prices starting at just £49. Registration for walk-in delegates opens in March.

First partners will be announced next week - sponsorship includes exhibition space, access to the B2B meeting/ pitching service and prominent exposure.

Email interface@ nbmedia.com to be one of the first to find out more.

games and partners; and over 300 delegates, including press, to present your creations to.

Contact Alex Boucher now to find out more about sponsorship – aboucher@nbmedia.com or call 01992 535 646.

Interface will connect indies with investors.

Interface takes place at the Candid Arts Trust, a creative arts space in London next door to Angel tube station.

“Indies, investors and creators of interactive content have told us they want a new place to find partners, see games and pitch ideas,” said Michael French, publisher of MCV and Develop.

“Interface focuses on quality meeting time – that’s what matters most if you’re looking to score a deal or a new business.”

PLUS DEAD OR ALIVE 5: LAST ROUND IGN’S QUEST FOR GLOBAL DOMINATION

CHEAT SHEET

THE BOSS

Nintendo hails ‘lucky’ Friday 13th Release of two new consoles and two huge games set to make February a memorable month for 3DS fans

by Christopher Dring

INTERFACE: A NEW EVENT FOR A NEW INDUSTRY TWO MONTHS ago I found myself in the unlikely position stepping in for an MP. Alas, no power came with this temporary role - instead I was thrust into the hotseat hosting a Microsoft-organised (but industry-agnostic) summit about the future of our market.

I know, right: the glamour of public office.

But I was amongst heavyweights. To my right, were wise figures like Andy Payne.

To my left was the likes of Activision’s head of acquisitions.

In total, there were 30 games influencers around the table.

Alas, the great and the good of games didn’t immediately fix the myriad roadblocks our always evolving artform faces.

Yet key issues were aired and shared - and I’ve certainly not seen some of them so plainly pinned up as points of action.

Most pressing is the environment out there for new businesses and start-ups.

Given the way a chunk of the old structures around games has fallen away, you’d be forgiven for thinking more open channels of distribution have made things easy for rogue indies or go-it-alone heroes who are rewriting the rulebook.

But it’s just not the case.

For every hit there’s always ten more stumbling. Every soaring success matched by a crash and burn.

Many new ideas and new companies have floundered they don’t have the mentoring, investment or business support they need to be sustainable.

Basic business principles go misunderstood, and access to

February 6th 2015

Nintendo says it hopes to rejuvenate its 3DS console on ‘lucky’ Friday, February 13th.

The firm is gearing up for what looks to be one of the busiest release days in its history, with the launch of New 3DS, New 3DS XL and two special edition consoles, alongside 3DS games The Legend of Zelda: Majora’s Mask 3D and Monster Hunter 4.

The platform holder tells MCV that it is initially targeting the firm’s existing fanbase with its New 3DS, which includes a better 3D screen, additional controls, Amiibo support and improved CPU.

Interface is not yet another tedious conference. It’s about matchmaking and quality meetings, the chance to learn and improve your business. funding just isn’t clear. That’s the reality behind the headlines about the explosion of games on Steam or the mobile goldrush.

So our new event Interface is our answer to some of these challenges. Our plan is to create a place for people to meet investors and where publishers can find new games.

We’ve got a funky venue, unlike anything seen at other events, and a unique structure.

This is not yet another tedious conference. It’s about matchmaking and being seen, and quality meetings, the chance to learn and improve your business. It’s affordable, and open to all in order to create a vibrant marketplace of games content.

MCV may not be strutting Whitehall helping change policy directly, but maybe we can help towards a better business environment for the games leaders of tomorrow.

I’ll let you know if we pulled it off in a few months. mfrench@nbmedia.com

It also believes this could be the year Monster Hunter – one of Japan’s most popular video games – could finally crack the West.

“Majora’s Mask is a title that fans have been asking for a long time so it has an instant base,” said Nintendo’s UK head of consumer marketing James Honeywell.

“Beyond this we really want to make sure we introduce it to a whole new audience. For Monster Hunter we really feel now is the time when we can really open the title up to a Western audience. The developers have listened to existing players and given them more of what they want, but also ensuring that this new instalment is the most open to newcomers.”

Minecraft fan fiction is HMV best-seller HMV has started selling a range of Minecraft fan fiction.

The Battle for the Nether and Invasion of the Overworld from the Gameknight999 series by Mark Cheverton were first stocked by the retailer in October. And it was amongst the Minecraft products that helped boost HMV’s merchandise sales over Christmas.

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“We are really pleased with the performance of the Gameknight999 books, along with our full range of Minecraft merchandise,” HMV’s head of technology and games Phil Browes told MCV. “Our Minecraft books and merchandise have all proved very popular and have been a sales highlight over our peak trading period and into 2015.”

www.mcvuk.com

CHEAT SHEET

Market Data With a lack of new games, the market once again shrinks week-on-week

£10m

£9m 331,295 units 30 per cent of Hitari’s sales were PC components, resulting in the launch of Hitari Technology

ONLINE games store Hitari has opened a new brand called Hitari Technology.

The site – HitariTech.co.uk – is dedicated to PC components, software, tablets, and launches with a catalogue of 62,000 products. The firm aims to be stocking 1m items within twelve months, and will continue to sign up new vendors.

PC components already form 30 per cent of Hitari’s sales.

“After several months of work behind the scenes, we have finally unveiled this new site for our customers in the UK and around the world,” the retailer’s founder and MD Kamal Hitari said.

“The site offers multiple currency options, an automated display of related products, a powerful filtering option on the category level and the theme is designed to work on all screen sizes including smart phones and tablets.”

Hitari: 0844 318 9601

eSports organiser EGL recruits ad agency in bid for global recognition THE European Gaming League is the latest eSports organiser to team up with a communications and ad agency in an effort to take the fledgling business mainstream.

EGL has announced that advertising and communications agency Bartle Bogle Hegarty (BBH) has taken shares in the business. It follows news that event organiser Gfinity has recruited sports marketing agency Pitch International and PR firm Threepipe to help bolster both its business and the eSports sector as a whole.

www.mcvuk.com

BBH is focused on advertising, and aims to turn EGL into a global name in eSports.

“We are excited to be partners with EGL. We want to be a big part of the future of eSports,” said BBH managing partner Adam Arnold. “With BBH’s creativity and backing, EGL can take competitive gaming to an even wider audience - and share the adrenaline with amateur and casual gamers too”.

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£8m 308,762 units

£5m

Week Ending Week Ending Week Ending Jan 17th Jan 24th Jan 31st

Indie retailer Hitari unveils new tech site

by Alex Calvin

£8m 321,949 units

UK RETAIL TOP 10

1

CALL OF DUTY: ADVANCED WARFARE

2

Grand Theft Auto V

3

FIFA 15

4

Saints Row IV: Re-Elected/Gat out of Hell

5

Minecraft: Xbox Edition

6

Far Cry 4

7

Call of Duty: Ghosts

8

Assassin’s Creed Unity

9

Minecraft: PlayStation Edition

10

Destiny

ACTIVISION Rockstar EA Deep Silver Microsoft Ubisoft

Activision Blizzard Ubisoft Sony Activision Blizzard

SPONSORED BY

PRE-ORDER TOP 10

1

AMIIBO CHARIZARD (WII U)

NINTENDO

2

Evolve + Monster Expansion Pack (PS4)

2K Games

3

Dying Light + Survivor Handbook and DLC (PS4) Warner Bros

4

Amiibo Wario (Wii U)

Nintendo 2K Games

5

Evolve + Monster Expansion Pack (Xbox One)

6

Zelda Majora’s Mask 3D + Necklace (3DS)

7

Amiibo Mega Man (Wii U)

Nintendo

8

Monster Hunter 4 Ultimate (3DS)

Nintendo

Nintendo

9

Dying Light + Survivor Handbook and DLC (XO) Warner Bros

10

The Order 1886 + Knight’s Endurance DLC (PS4)

Sony

February 6th 2015

ESPORTS SPECIAL RIOT GAMES INTERVIEW

RUNNING RIOT With more than 27 million daily players and viewership numbers that rival national TV broadcasting, League of Legends is undeniably the biggest eSports title in the world. Jason Yeh, head of EU eSports at the title’s developer Riot Games, tells Matthew Jarvis how League got to the top – and how it plans to stay there How did League of Legends come to become the eSports mainstay it is today?

As with a lot of the things that we do, it was really driven by the interest and engagement of our players.

We knew early on that League was a very competitive, PvP [player-versus-player] game; even as it first launched, there were a lot of tournaments being held by local organisers in North America, Europe and other markets.

As we expanded, it was therefore a logical next step for us to build more organisation and structure around it.

One thing we noted early on in Europe, when we did the First Season championships at DreamHack in Sweden, was that a lot of people tuned in – a lot more than we had expected. So our investment is based on the interest of the players and, over time, that interest is continuing to grow. That’s how we got where we are today.

How did you approach hosting your first eSports events?

When we first started, we didn’t throw our own events – we were basically trying to get League tournaments at pre-existing events.

One thing that the players really showed us is that these events were something they were really interested in engaging with on a more regular basis.

In that regard, as really big sports fans, we found a lot of inspiration by asking: ‘Why do people tune into sports on a regular basis?’, ‘What compels them to keep following specific teams and players?’ and ‘How do we leverage that to build a stronger connection between League players and the game itself?’

From an offline events standpoint, the main thing for us

February 6th 2015

Riot Games’ Jason Yeh says that eSports devotees follow teams and players as passionately as football fans

is that the number of people who come in person to a League event will always be a smaller audience than the total number of people who watch online, but it really adds a lot to the broadcast for the people watching online. If you’re watching online, and the view is of a venue that is completely packed with screaming fans, it makes it more exciting and you feel like you’re there.

Over the years we’ve tried to do more things to cater to fans’ offline experience, so that the broadcast itself continues to look more epic.

The UK is a very exciting market; it’s one of the fastergrowing from an eSports endpoint.

Jason Yeh, Riot Games

Online viewers for the League of Legends World Championship finals last year were down 15 per cent year-on-year. What was Riot’s take on these statistics?

There’s a lot of ways to look at and measure engagement.

Looking at the amount of unique viewers tuning in is one common

way, but that number is going to fluctuate from year-to-year; it’s going to depend on what location we’re in, how convenient the time zone is for our global audience... So the total uniques number will fluctuate.

The total we look at is the time people spend watching; how much engagement they have over the course of the entire World Championships specifically. A lot of those numbers were up. If you look at the average amount of time that someone who tuned into the World Championships watched, it grew from just over 40 minutes to almost 70 minutes.

It really showed that people were more interested in following the Championship last year.

There was a recent debate on BBC Radio 5 Live about whether eSports could ever be classified as a ‘sport’. What’s your opinion?

When you talk about what makes sports interesting, the amount of interest and fascination that people have – not only in who wins or loses the game, but the connections they have to teams and players – that’s something we’re seeing increase over time.

Obviously, League and its teams have a lot less history than, say, Liverpool or any other English Premier League side, but we’re seeing people becoming really connected to these players in a way that is pretty similar to sports.

Whether or not eSports is called a sport depends on each individual person’s definition of what a sport is, but it’s definitely something that has the same kind of characteristics.

What more needs to be done to support the growth of UK eSports?

From our standpoint, the UK is a very exciting market; it’s one of the

04

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RIOT GAMES INTERVIEW ESPORTS SPECIAL

More than 40,000 attended the 2014 League of Legends World Championship finals in Seoul – with 27 million watching online

faster-growing from an eSports endpoint, and it’s one of the markets where there have been a number of organisations that were on the forefront of the growth of eSports.

As our player base continues to grow in the UK, having higher-level competition is going to happen.

Last year we worked with a bunch of different local organisers to run the 4 Nations tournament – there was significant interest in an outlet that allowed local teams to showcase how good they are and declare that they’re the best in the region. That’s something that we’re looking to develop over the course of the next year.

How does Riot work with other games firms in the UK? We have a team based out of Dublin that is focused on growing the UK more from the grassroots up into the regional tournaments. We’re looking to do more of those things.

How can UK businesses invest in the sector – and why should they?

It makes sense for companies to invest in the sector if their audience is highly engaged in eSports.

There are a lot of people that are engaging for a long time on a regular basis with eSports – so for companies who want to authentically participate in that experience in a positive way, it makes a lot of sense for them to figure out how to get involved.

Taking a look at our audience, and how they can provide value to that audience, is something that will be ultimately very valuable to them.

Gfinity plans to build the UK’s first dedicated eSports stadium later this year. Do you think the UK market is strong enough to support such an undertaking?

One of the big things that has changed in eSports is that it’s gone beyond being purely focused on competition and seeing which team is the best to becoming a more spectator-focused experience, like sports. So giving

players more opportunities to engage with it is a good thing.

I can’t speak to the specifics of Gfinity’s strategy, but having a battle arena is something that could definitely work.

eSports has gone beyond being purely focused on competition to becoming a more spectator-focused experience, like sports.

Jason Yeh, Riot Games

Other than Dota 2, there arguably hasn’t been another MOBA title to take off in the same way as League. Will there ever be another game to join the ranks of Dota and League?

I think quite the opposite. There are a lot of League competitors – any game that makes you excited and want to play with your friends is a competitor. At the end of the day, as long as a game continues to be fun to play, it has a chance of sustained success.

For us, we focus on keeping the game replayable and keeping the experiences fresh around the core game modes.

There are a lot of potential competitors, so it keeps us on our toes to deliver the best gaming experience we can.

COMING IN FEBRUARY A NEW OUTLET FOR eSPORTS A new channel on MCVuk.com dedicated to competitive gaming Written by experts, and guided by an advisory board of insiders Supported by a twice-weekly email newsletter sent to over 10,000 execs Get on the mailing list - email eSportsPro@nbmedia.com to register Sponsorship packages available - email ctallon@nbmedia.com for details

ESPORTS SPECIAL XPECIAL INTERVIEW

BEING THE BEST: WHAT DOES IT TAKE TO BE AN ESPORTS PRO? Alex ‘Xpecial’ Chu is a member of professional gaming side Team Liquid – and, as such, is one of the best League of Legends players in the world. Matthew Jarvis talks to him about his career playing games competitively

“A

nything that I put my effort into, I want to be one of the best in.”

So says Alex Chu of the personal drive that led him to become a professional gamer.

Now known as ‘Xpecial’, Chu is renowned as one of the best support players in League of Legends – meaning his task is to boost his teammates’ stats with spells and abilities during matches.

“My competitive nature started with table tennis when I was just four and persisted into my grade school years with online games,” he explains. “League of Legends was no different for me, and I rose to the top of the ranked ladder early into Season One.” Sticking with Team SoloMid for three years, in May of last year Chu moved across to Team Curse.

Following that team’s subsequent merger with Team Liquid last month, Chu moved across to the new side.

“I played for multiple teams as a midlaner until I was offered a chance to play AD Carry [using ranged weapons to weaken enemy players] for Team SoloMid,” he explains. “I eventually swapped to support and that was where my career took off.”

KEEPING PACE Like many eSports players at the top of their game, Chu is only in his early twenties. With games like League of Legends and Dota 2 requiring near-instantaneous reactions, many pro-gamers find their careers coming to an end far quicker than their counterparts in sports such as football.

Chu says that the short period of time available to players hoping to rise to the top is just one challenge.

“One of the biggest concerns for players is the future after their

February 6th 2015

League of Legends progamer Alex Chu says that firms outside of games could soon be sponsoring eSports teams

that scene has since diminished almost completely due to the growing popularity of League and Dota 2.”

This changeability can have benefits for games firms – Chu highlights Blizzard’s card-battler Hearthstone as one recent title to have successfully cracked the eSports market.

“Each popular game has an opportunity to venture into the eSports scene,” he says.

“Hearthstone is a great example of a casual card game entering the ecosystem for the first time, and I don’t see that changing in the future. If players enjoy watching it, then it will happen.”

RISING STARS While Chu may be a well-known figure among eSports fans, his name is likely to go unrecognised among those outside of the sector.

But Chu believes this will change as pro-gaming’s influence continues to build momentum in wider circles.

“People often mistake gaming as a taboo area, instead of recognising the growing demographic of gamers that encompasses nearly everyone in this generation,” he comments.

“It’s only a matter of time until gaming and eSports become more mainstream due to their unrelenting growing popularity.”

He adds that, as competitive gaming gains more traction outside of the specialist sector, companies not formerly affiliated with eSports may be attracted to take advantage of an audience that is millions strong.

“People can’t help but notice the tremendous growth of eSports,” he explains. “I expect more mainstream sponsors to enter the market after seeing the insane numbers that these games have.”

A big concern for players is the future after their competitive careers are over.

Alex ‘Xpecial’ Chu

competitive careers are over,” he explains. “Many players postpone their education in order to pursue their eSports dreams and few ever make it to the big stage. Financial stability and avenues of exit, whether through education or jobs are great reassurances.”

It’s not only players that change over time.

“Titles in eSports fluctuate in popularity,” says Chu. “Five years ago, the most popular game was StarCraft, but

06

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ESPORTS INVESTMENT ESPORTS SPECIAL

INVESTED INTEREST Many firms want to dive into the eSports sector – but very few know where to start. Matthew Jarvis talks to Nathan Lindberg, vice president of global sales at Curse, about the company’s experience

“Y

ou should invest in the lucrative eSports sector.”

It’s a sentiment those working in games are likely to have heard countless times – whether in a boardroom meeting, a casual discussion between colleagues or via the pages of MCV. But it’s easier said than done. eSports is still a nascent market and an unusual one. Few know what to really expect when they take the plunge.

One company that did decide to turn its attention to the sector is games media outlet Curse. The firm sponsored its own pro-gaming side, Team Curse, from 2011 until its merger with Team Liquid last month.

“We’re a company of passionate gamers and it seemed very natural for us to get involved,” recounts Nathan Lindberg, vice president for global sales. “Some of our executives are former World Cyber Games competitors, so our desire to support the industry has a personal feel.

“Our efforts have changed drastically over the last three to four years. We started out by buying teams and supporting them directly. Trying to sell sponsorships and custom content around the teams was a difficult proposition for us and the liability was too great. Because of that we transitioned from team ownership to team and event sponsorship.

This transition has expanded and diversified our interactions with the eSports industry and allowed us to drastically impact more of the industry than before.”

START OUT SMALL Curse’s approach is somewhat unique – not every company will jump straight into sponsoring a team. But every games outlet in the UK has the ability to dip their toes in the eSports ocean, and

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Curse was the owner of a progaming team for more than three years

even the smallest effort has the potential for considerable benefits.

“Retailers especially need to look towards experiential as a viable option for them,” Lindberg advises.

“Hosting regional qualifiers for major tournaments would not only increase foot traffic to their stores, but would also create a very aspirational association with their stores and a life in eSports.

It would be a similar equation to a sports training complex to a professional athlete.”

He adds that outlets can utilise their physical presence to maximise engagement with eSports fans.

“Look to partner with leagues on promotional events,” he adds.

“Consider in-store autograph sessions with professional gamers around product launches, or exclusive sessions for members of their rewards program.

“Leveraging experiential opportunities will give brick and mortar stores the edge they need to take back market share from digital retailers.”

Gaming can become like the Premier League or NFL – it just needs to adapt some of that same mentality.

Nathan Lindberg, Curse

MAKING IT BIG The more firms – big or small

07

– that invest in eSports, the faster the sector’s momentum will build.

But, like many championing the pro-gaming market, Lindberg states that investment isn’t needed just for the growth of eSports – it could ultimately decide whether competitive gaming is here to stay.

“The sector needs to figure out how to create the value proposition needed for more mainstream brands to invest,” he argues. “Major events like the CoD World Championships and The International can demand major marketing dollars but, outside of that, the size, scale and production value just isn’t there. Major bluechip brands will be the lifeline with which eSports thrives or just merely survives.

“There’s a great audience to market to: emphatic, educated, affluent. It’s just about publishers learning to create the package pitch that strikes the right cord with these marketers.

“If you look at the Premier League, NFL or NBA, they’ve figured out how to make clients happy – and that’s why they’re billion dollar industries.

Gaming can get there, it just needs to adapt some of that same mentality.”

February 6th 2015

MARKETING

CAMPAIGN OF THE WEEK THIS WEEK: DEAD OR ALIVE 5: LAST ROUND

TO promote the latest Dead or Alive title, Koei Tecmo is primarily focusing on pushing the game at its most hardcore fans.

The publisher has been showcasing the game at events and tournaments such as MCM London Expo. It has also pushed the title over Wikia and Facebook.

Koei Tecmo has also run digital takeovers on websites such as Gamereactor and Playwire, and has ads in specialist print mags.

The publisher is trying to engage PS4 and Xbox One owners with the Core Fighters demo. The initial demo is free and comes with a few fighters, and gamers can buy new characters and stages.

[INFO] Formats: PS4/XO/PC Released: February 20th Publisher: Koei Tecmo Developer: Team Ninja Distributor: Open Contact: 01462 476 130

IN THEIR OWN WORDS DEAD or Alive is one of those game series that has a very strong brand and a long legacy. Dead or Alive 5: Last Round is coming to introduce that legacy to the new consoles.

This is a very strong fighting game coming to PS4 and Xbox One at a time when there aren’t many brawlers in the market for the fans on the genre.

Apart from that, Dead or Alive 5: Last Round presents a very interesting value proposition as there’s much more content but it costs less than a full price game on all platforms.

MARILENA PAPACOSTA PR and Marketing Manager, Koei Tecmo

2014 SHOWS DOUBLE FIGURE INCREASE IN AD PRESSURE As game retail sales rose to £2.3bn in 2014, GameTime sees if TV advertising saw the same increase

TVRs (Individuals/Male 16 to 34)

Year-on-year percentage change

40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0

Individual TVRs

63%

48% 40%

16% 10%

-4%

1%

-1%

-6%

-35% 2004

2005

2014 UK games retail sales were up 12 per cent to £2.3bn in 2014, we investigate if TV advertising mirrored this trend.

2014 revealed the first period of double-figure percentage growth in game TV market ad pressure in five years (in terms of total individual TVRs in the market).

2006

2007

2008

2009

2010

2011

2012

pushes for both PS4 and Xbox One fell outside of the Top Five games campaigns respectively, making way for mobile IP from the likes of King.

In fact, if mobile and online IP was removed, ad pressure would be 15 per cent down year-on-year.

But Microsoft and Sony’s TV campaigns were still effective. High

The total size of the games TV ad market was 16 per cent greater than it was the year previous, despite the launch of new hardware bolstering Q4 2013 with increased activity.

GfK Chart-Track reported that the increase was “almost entirely” down to sales of PS4 and Xbox One hardware (equating to £915m). TV ad

2013

80% 60% 40% 20% 0% -20% -40% -60%

2014

profile, mass audience spots with greater costs were commonplace, enabling both campaigns to reach their desired male 16 to 34 target audience most efficiently.

Looking to the future, 2015 could prove to see a further increase in TV market ad pressure as mobile leads the games sector.

MCV GameTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk

February 6th 2015

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www.mcvuk.com

OPINION

INSIGHT

OPINION AND ANALYSIS FROM AROUND THE INDUSTRY. THIS WEEK IHS’ PIERS HARDING-ROLLS ANALYSES MICROSOFT’S CROSS-PLATFORM GAMING PLANS WITH XBOX AND WINDOWS 10

ANALYSIS

WINDOWS 10: MICROSOFT’S AGGRESSIVE BID TO BRIDGE PC AND CONSOLE Many, such as Valve with its Steam Machines, are attempting to bring PC gaming to the living room.

But Microsoft is coming from the opposite direction, using its console strengths to reinforce its role in Windows gaming – moving from the standardised console market to the more open world of PC gaming.

IHS analyst and director of the firm’s games department Piers Harding Rolls shares his view on Microsoft’s newly unveiled video games plans for Windows 10

M

icrosoft holds a unique platform role and is best positioned to bridge the community divide between core PC and console gamers. With the ambition to drive hundreds of millions of Windows users to Windows 10 through its free upgrade offer, and having the Xbox app native to all versions of the new OS, the company is positioning itself to deliver on this ambition.

While Windows 10 is being built to address all consumer device and screen categories, Microsoft’s limited market share in the mobile market means that the new Xbox app’s most significant addressable gaming market will be PC and console fans. Gaming platform ecosystems on mobile are well established, but there remains an opportunity to bridge communities across desktop/ laptop PC and console to take a more comprehensive role in these specialist segments of the games market. The fact the new Xbox app is universal for Windows so the industry can apply the same Xbox Live API to all Windows platforms including the Xbox One. These efficiencies will naturally make this latest version Windows more attractive to the industry.

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EVOLUTION NOT REVOLUTION All the new Windows 10 Xbox app features will make it more attractive to Windows users and are likely to drive more engagement. But, the new app is not a revolution for users but an evolution of previous implementations. It’s a step towards a broader Xbox ecosystem, a strategy that is currently embryonic and in need of escalating.

The stand-out social feature is the game DVR functionality already found on Xbox One. The connections between online video and gaming are well established and bringing DVR functionality to Windows will generate engagement and discoverability.

Xbox One to Windows 10 game streaming isn’t a killer app, but it’s a foundation for cross-device engagement.

Piers Harding Rolls, IHS

Gamers will be able to play titles such as Fable Legends across Xbox One and PC with Window 10

11

More ambitious is Microsoft’s vision for cross-platform gaming between Windows devices and Xbox consoles. There are very few experiences which bring these two groups together in the same online world and there is an opportunity here to expand Xbox’s addressable market significantly if this ambition can be realised. It is likely Microsoft will lead with first-party content - Fable Legends was demoed but the broader success of this cross-platform strategy will rely on third-party being convinced of its synergies. But Sony’s strength in the console space could limit the attractiveness for third-parties if this platform is excluded.

In-home Xbox One to Windows 10 device streaming functionality follows similar initiatives from Sony and Nvidia. This is not a killer app.

Rather, it is a foundation for more cross-device engagement and its implementation is intuitive and can be launched from the new Xbox app for Windows 10.

In the broader scheme of Windows 10 positioning, placing an onus on gaming is a sensible move – using the Xbox’s strength to drive interest in the new version of the OS. Gaming remains the largest area for digital entertainment consumption, globally and it represents the majority of apps revenue and drives significant consumer engagement. IHS data shows that PC is the biggest gaming platform globally, representing $32bn (39 per cent) in consumer spending on games content worldwide in 2014.

February 6th 2015

MARKET MOVES

APPOINTMENTS

BETHESDA NAMES NEW UK SALES DIRECTOR Fallout publisher promotes Deakins O Eurogamer bolsters video team O New chairman for Sumo Digital BETHESDA | The publisher’s UK and Ireland sales manager GETHYN DEAKINS has been promoted to UK sales director.

Deakins joined Bethesda in 2010. He previously worked for seven years at EA as senior national account manager.

“I’ve enjoyed the past five years with Bethesda and look forward to the next five as we continue to buck the trend and do things differently,” said Deakins.

EUROGAMER | The site has added two new names to its growing video team.

Videogamer video editor CHRIS BRATT (above left)

The site’s editor OLI WELSH adds: “I’ve always enjoyed Chris’ work at Videogamer - he brings great enthusiasm to everything he does. Johnny, meanwhile, is an acute commentator on games and brings production experience from his work on TV and at GameSpot.

“With Chris and Johnny joining Ian Higton and Aoife Wilson, we’re at full strength and can redefine what Eurogamer video content can and should be.”

has joined the site as a video producer.

Bratt joined Videogamer in 2013 after he started making videos on YouTube.

“Eurogamer’s video team is looking strong and I can’t wait to be a part of it.” Bratt told MCV. The firm has also hired JOHNNY CHIODINI (above) as senior video producer.

Chiodini previously worked at GameSpot UK and left last year to work as an producer for 4OD show Two Players and do freelance work.

“I’m thrilled to join Gamer Network at a time when there’s so much potential for video,” Chiodini said. “I can’t wait to show what Eurogamer video can do.”

SUMO DIGITAL | The Sheffieldbased studio behind LittleBigPlanet 3 has appointed KEN BEATY as its chairman.

Beaty’s background is in private equity and he has held board positions at fashion retailer Hobbs and cycling brand Planet X. His arrival follows Sumo’s management buyout with private equity firm NorthEdge Capital from previous owners Foundation 9.

“The team at Sumo has had a fantastic few months,” Beaty said.

“The launch of LittleBigPlanet 3 has been one of Sumo’s most successful to date. I am looking forward to working with the business as it builds momentum in delivering its key objectives of improving and growing the core business, enhancing its market presence and investing in original IP creation.”

AROUND THE INDUSTRY SQUAREHEAD STUDIOS | Former Rare and Retro Studios employee Rhys Lewis has opened a new one-man developer in the UK. Formerly an AI lead at Texas-based Retro, Lewis’s new venture is called Squarehead Studios.

His first title – shooter Star Drift - will be launching on iOS this month.

In the past, Lewis has worked on the likes of Metroid Prime 3, Banjo Kazooie and both Donkey Kong Country Returns titles.

FRONTIER DEVELOPMENTS | The Elite: Dangerous studio has laid off staff in both its Cambridge and Nova Scotia offices.

15 employees in “content creation” roles have been made redundant from the developer’s Cambridge branch, while its Canadian studio is

February 6th 2015

12

effectively being shut after the office stopped working on development.

AMUZO | The casual games developer has opened a new and larger office in Bournemouth to house its 26 employees.

In the past, Amuzo has worked on LEGO Star Wars: The New Yoda Chronicles and Yowie World.

GAME OVEN | Dutch games developer Game Oven will close its doors in April after three and a half years.

The three-person studio said that it had become too difficult to retain artistic freedom due to financial pressures.

Furthermore, the developer removed its title Friendstrap from stores, but is continuing to support Fingle, Bam Fu and Jelly Reef.

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EDITORIAL CONTACTS

MCV’S

EDITORIAL CONTACTS

FEBRUARY 19TH

z Ceremony takes place on February 19th

Christopher Dring Editor

Michael French Publisher

cdring@nbmedia.com

mfrench@nbmedia.com

in London at the Ham Yard Hotel, near Piccadilly Tube

z Networking afternoon and awards event z Honouring our Top 100 and giving three special awards to outstanding individuals

Ben Parfitt Associate Editor

Alex Boucher Group Sales Manager

bparfitt@nbmedia.com

aboucher@nbmedia.com

z Tickets cost £65 + VAT each and include pre- and post-event drinks plus theatre-seating awards ceremony

z Sponsorship opportunities still available

Alex Calvin Staff Writer

Conor Tallon Account Manager

acalvin@nbmedia.com

ctallon@nbmedia.com

Matt Jarvis Staff Writer

Sam Richwood Designer

mjarvis@nbmedia.com

srichwood@nbmedia.com

Production Executive: Elizabeth Parker eparker@nbmedia.com

Finance Manager: Michael Canham mcanham@nbmedia.com

Head of Operations: Stuart Moody smoody@nbmedia.com

Head of Design and Production: Kelly Sambridge ksambridge@nbmedia.com

Circulation: Lianne Davey ldavey@nbmedia.com

guaranteeing exposure and involvement in our Women In Games activity throughout February

CONTACT SARA MATHER TO RESERVE YOUR SPACE SMATHER@NBMEDIA.COM / 020 7354 6001 FOR SPONSORSHIP / SALES ENQUIRIES CALL ALEX BOUCHER ON 01992 535 647 OR EMAIL ABOUCHER@NBMEDIA.COM

Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire, England SG14 1JA Newbay Media specialises in tradededicated print and digital publishing for entertainment and leisure markets.

As well as MCV, Newbay publishes Develop, PCR, ToyNews, Music Week, MI Pro, Audio Pro International and BikeBiz. It also has two onlineonly brands: Mobile Entertainment, dedicated to the growing mass market smartphone 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.

US Correspondent Erik Johnson ejohnson@nbmedia.com

© Newbay Media 2015 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher.

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ISSN: 1469-4832 Copyright 2015

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THE RETAIL ADVISORY BOARD MCV takes soundings from its Retail Advisory Board on the biggest issues in the industry. The current members are...

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January 30th 2015

DATA JANUARY

MONTHLY CHARTS With a lack of new releases this month, it’s the same names dominating the charts. Yet despite this, UK retail generated more revenue compared with January 2014. Alex Calvin investigates

THIS MONTHS UPS AND DOWNS 2M GAMES were sold this January – a decrease of 3.5 per cent on January 2014

is No.1 in the Top 40. That game also helps Take-Two become the second biggest UK games publisher in terms of revenue.

ACTIVISION BLIZZARD drops down the publisher rankings in terms of revenue, but remains in second place in terms of units. This is due to the Call of Duty: Advanced Warfare on the PlayStation 3 and Xbox 360. These SKUs have a lower RRP and formed 27 per cent of the game’s sales.

INDIVIDUAL FORMATS TOP 40: JANUARY (DEC 28TH - JAN 24TH)

UBISOFT is still on top of the publisher rankings. Three of its games are in the Top Ten this month ACTIVISION fell down the publisher ranks despite Call of Duty still selling well

THE GAMES market generated 4.5 per cent more revenue this January than last year February 6th 2015

JANUARY is generally a quiet month for games, and this year it was no different.

3.5 per cent fewer units were sold this year – only 2m games – with £58m being generated from software sales. This is 4.5 per cent more revenue than last year.

The rise in revenue year-on-year is likely due to more Xbox One and PS4 games – which have a higher RRP – being in stores.

It’s the same names at the top of the charts. ROCKSTAR’s Grand Theft Auto V

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

TITLE Grand Theft Auto V Grand Theft Auto V Call of Duty: Advanced Warfare Call of Duty: Advanced Warfare FIFA 15 Assassin’s Creed Unity DriveClub FIFA 15 The Crew FIFA 15 Far Cry 4 Assassin’s Creed Unity Call of Duty: Advanced Warfare Minecraft: Xbox Edition Far Cry 4 Halo: The Master Chief Collection The Crew Far Cry 4 Destiny Assassin’s Creed IV: Black Flag Forza Horizon 2 Football Manager 2015 Minecraft: PlayStation Edition Minecraft: Xbox Edition Captain Toad: Treasure Tracker Minecraft: PlayStation Edition LittleBigPlanet 3 FIFA 15 Call of Duty: Advanced Warfare Super Smash Bros Pokémon Alpha Sapphire Assassin’s Creed Rogue Middle-earth: Shadow of Mordor WWE 2K15 Pokémon Omega Ruby Destiny Just Dance 2015 The Evil Within Sunset Overdrive Dragon Age: Inquisition

14

FORMAT PS4 XO PS4 XO PS4 XO PS4 XO PS4 360 PS4 PS4 360 360 XO XO XO 360 PS4 XO XO PC PS4 XO Wii U PS3 PS4 PS3 PS3 Wii U 3DS 360 PS4 PS4 3DS XO Wii PS4 XO PS4

PUBLISHER Rockstar Rockstar Activision Blizzard Activision Blizzard EA Ubisoft Sony EA Ubisoft EA Ubisoft Ubisoft Activision Blizzard Microsoft Ubisoft Microsoft Ubisoft Ubisoft Activision Blizzard Ubisoft Microsoft Sega Sony Microsoft Nintendo Sony Sony EA Activision Blizzard Nintendo Nintendo Ubisoft Warner Bros 2K Games Nintendo Activision Blizzard Ubisoft Bethesda Microsoft EA

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JANUARY DATA 01

SOFTWARE MARKET SHARE BY PUBLISHER [UNITS] LM 01 02 03 04 05 06 08 07 09 11

TM 01 02 03 04 05 06 07 08 09 10

TITLE Ubisoft Activision Blizzard EA Take-Two Nintendo Sony Microsoft Warner Bros Sega Bethesda

MARKET SHARE 17.2% 13.6% 11.5% 11.2% 8.4% 6.8% 6.5% 6.3% 3.1% 2.5%

SOFTWARE MARKET SHARE BY PUBLISHER [VALUE] LM 01 04 03 02 05 08 06 07 09 15

TM 01 02 03 04 05 06 07 08 09 10

TITLE Ubisoft Take-Two EA Activision Blizzard Nintendo Microsoft Sony Warner Bros Sega Koch Media

MARKET SHARE 17.5% 15.6% 14.5% 14.5% 8.5% 6.2% 5.7% 5.6% 2.0% 2.0%

SOFTWARE MARKET SHARE BY FORMAT [UNITS] LM 01 02 03 04 06 07 06 08 09 10

TM 01 02 03 04 05 06 07 08 09 10

TITLE PlayStation 4 Xbox One Xbox 360 PlayStation 3 Nintendo 3DS PC Wii U Wii PlayStation Vita Nintendo DS

MARKET SHARE 27.8% 24.4% 17.5% 11.3% 5.9% 4.5% 4.3% 1.6% 1.5% 1.2%

SOFTWARE MARKET SHARE BY FORMAT [VALUE] LM 01 02 03 04 06 07 05 09 08 10

TM 01 02 03 04 05 06 07 08 09 10

TITLE PlayStation 4 Xbox One Xbox 360 PlayStation 3 Nintendo 3DS Wii U PC PlayStation Vita Wii Nintendo DS

PRESENTS

MARKET SHARE 33.5% 29.5% 14.0% 8.2% 5.4% 4.4% 2.7% 0.9% 0.9% 0.4%

02

03

ALL FORMATS TOP 40: DECEMBER (DEC 28TH - JAN 24TH) 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

TITLE Grand Theft Auto V Call of Duty: Advanced Warfare FIFA 15 Far Cry 4 Assassin’s Creed Unity The Crew Minecraft: Xbox Edition Minecraft: PlayStation Edition Destiny WWE 2K15 LEGO Batman 3: Beyond Gotham DriveClub Middle-earth: Shadow of Mordor The Evil Within Forza Horizon 2 Assassin’s Creed IV: Black Flag Dragon Age: Inquisition Super Smash Bros Assassin’s Creed Rogue Call of Duty: Ghosts Halo: The Master Chief Collection Watch Dogs Just Dance 2015 LittleBigPlanet 3 Alien Isolation LEGO Marvel Super Heroes Disney Infinity 2.0 Football Manager 2015 Captain Toad: Treasure Tracker Saints Row IV: Re-Elected/Gat out of Hell Pokémon Alpha Sapphire The LEGO Movie Videogame Pokémon Omega Ruby Wolfenstein: The New Order Plants vs Zombies: Garden Warfare Terraria Skylanders Trap Team Sunset Overdrive The Sims 4 Mario Kart 8

5 SECOND FACTS

FORMAT PUBLISHER PS4, XO, PS3, 360 Rockstar PS4, XO, PS3, 360, PC Activision Blizzard PS4, XO, PS3, 360, Wii, 3DS, Vita, PC EA PS4, XO, PS3, 360, PC Ubisoft PS4, XO, PC Ubisoft PS4, XO, 360, PC Ubisoft XO, 360 Microsoft PS4, PS3, Vita Sony PS4, XO, PS3, 360 Activision Blizzard PS4, XO, PS3, 360 2K Games PS4, XO, Wii U, PS3, 360, 3DS, Vita, DS, PC Warner Bros PS4 Sony PS4, XO, PS3, 360, PC Warner Bros PS4, XO, PS3, 360, PC Bethesda XO, 360 Microsoft PS4, XO, Wii U, PS3, 360, PC Ubisoft PS4, XO, PS3, 360, PC EA Wii U, 3DS Nintendo PS3, 360 Ubisoft PS4, XO, Wi U, PS3, 360, PC Activision Blizzard XO Microsoft PS4, XO, Wii U, PS3, 360, PC Ubisoft PS4, XO, Wii U, PS3, 360, Wii Ubisoft PS4, PS3 Sony PS4, XO, PS3, 360, PC Sega PS4, XO, Wii U, PS3, 360, 3DS, Vita, DS, PC Warner Bros PS4, XO, Wii U, PS3, 360 Disney PC Sega Wii U Nintendo PS4, XO Deep Silver 3DS Nintendo PS4, XO, Wii U, PS3, 360, 3DS, Vita, DS, PC Warner Bros 3DS Nintendo PS4, XO, Wii U, PS3, 360, PC Bethesda PS4, XO, PS3, 360, PC EA PS3, 360, PC 505 Games/Merge PS4, XO, Wii U, PS3, 360, Wii, 3DS Activision Blizzard XO Microsoft PC EA Wii U Nintendo

Read and remember these stats so you can sound clever at the next Monday morning meeting...

60%

100m

$57m

41

Nintendo’s new Creators Program gives users a 60 per cent share on ad revenue made from videos using footage from Nintendo titles

Streaming platform Twitch says it had 100m viewers a month during 2014. Last year there were 45m monthly users

Valve’s modding storefront Steam Workshop has made users $57m since it launched in 2011

Sony is teaming up with Spotify for new music service PlayStation Music, which will launch in 41 territories in spring

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PDP design & manufacture the Official Microsoft licensed Xbox ONE TV Kinect Sensor Clip europesales@pdp.com

www.pdp.com 15

February 6th 2015

DATA ANALYSIS

DATA AND RESEARCH

MOBILE AND ONLINE PROP UP THE TV AD SPACE IN 2014 Henry Degnin, digital account manager at Generation Media, examines how mobile and online properties kept the TV advertising market afloat last year

2

014 was a progressive year for the games and consoles TV advertising market with TV ad pressure rising 16 per cent (in terms of individual TV viewer ratings) year-on-year. There are multiple reasons for this, and we have analysed some of the core drivers behind this growth.

Interestingly, there were actually fewer games and consoles TV campaigns in 2014 (146 versus 160 in 2013), which initially appears to contradict the overall growth pattern.

What can be discerned from these two contrasting pieces of information is that advertisers were willing to back individual campaigns more heavily than in previous years.

This could be a result of deflationary pricing, or even a reaction for the need to prioritise cut-through in a crowded market.

This resulted in the average campaign achieving 25 individual TV viewer ratings (TVRs) more

than in 2013 (179 versus 154 individual TVRs).

Looking at month-on-month growth, just three months were down year-on-year versus 2013 in terms of total TVRs (individuals); February, November and December.

The launch of PS4 and Xbox One at the end of 2013 is likely the biggest precursor for this discrepancy in year-on-year growth across the 2014 pre-Christmas period; Microsoft and Sony occupied 30 per cent of the market across November and December 2013 compared to 22 per cent in 2014.

The TV ad campaign for Candy Crush Saga grew by over 700 per cent from 2013 to 2014

Mobile/online properties made up 37 per cent of the games and consoles TV ad market in 2014, compared to 14 per cent in 2013.

MOBILE BOOM Although not as reliant on Q4 as 2013, 2014 saw a surge in the significance of mobile/online gaming properties in the games and consoles TV ad market.

Mobile/online properties made up 37 per cent of the games and consoles TV ad market in 2014, compared to 14 per cent in 2013.

Henry Degnin, Generation Media

2014 REVEALS SHIFT TOWARDS MOBILE/ONLINE GAMING 4,500

140% YoY% change

4,000

2014 Individual TVRs

120%

3,500

100% 130%

95%

116%

80%

95%

2,500

60% 61%

37%

2,000

37%

40%

47% 11%

1,500

20%

1,000

0% -5%

-26%

-25%

500 0

-20% Jan

February 6th 2015

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

16

Oct

Nov

Dec

-40%

YOY Change %

Individual TVRs

3,000

This growth is best illustrated

by King.com.

The TV campaign behind the original incarnation of the everpopular Candy Crush Saga was 787 per cent larger than in 2013, whilst Farm Heroes Saga achieved nearly 3,000 individual TVRs during 2014.

So much is the contribution of mobile/online properties to games and consoles TV advertising that the market would have declined 15 per cent down year-on-year if these properties were removed.

Traditional boxed games and hardware occupied eight of the Top 10 games and consoles TV ad campaigns in 2013, compared to last year’s 50:50 split.

2014 also revealed an even greater focus on TV advertising in this fast-emerging sector of the games and consoles market.

Mobile/online properties occupied such a share of the spoils that the market would have actually been down year-onyear without the investment of advertisers such as King.

With the potentially lower-cost strategy of prioritising frequency over large scale, higher-rating spots, it would not be surprising to see 2015’s Top 10 occupied even further by these new and emerging properties.

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YACHT CLUB GAMES INDIE INTERVIEW Sponsored by

PLAIN SAILING Tired of the complexity of modern releases, Yacht Club Games turned to Kickstarter to make the simpler retro-themed Shovel Knight. Alex Calvin takes a closer look

I

n 2014 a retro-themed NES-style platformer launched onto Wii U, 3DS and PC. The game was called Shovel Knight, a title funded via Kickstarter and made by a team of veterans of California-based developer WayForward Technologies.

The first time they all worked together was on old-school fighting game Double Dragon Neon, and when the title was finished they were going to be sent to work on different projects. Not wishing to be separated, the team left and formed Yacht Club Games.

But their time at WayForward producing old-school games was formative, and the team decided to produce an original ‘retro’ title.

“We were looking at the games that were coming out at the time. They were so unbelievably complicated, not necessarily in a bad way,” says Yacht Club Games designer David D’Angelo.

“In GTA there are all these modes of transportation and they all control differently. Going back to a game that has one mechanic and two buttons, and building the complexity through that was appealing to us.”

SIMPLE PLEASURES The team was rather strict with trying to recreate the feel of old NES games. Yacht Club stuck to the NES’ 64-colour palette – apart from four extra colours the team snuck in – and music from that console’s era – but the audio is emulated to sound like advanced Konami games, rather than the standard NES audio chip.

“We tried to stick to NES limitations as much as possible just because they forced us to be more creative,” D’Angelo explains.

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Kickstarter backers gave Yacht Club $311,502 for Shovel Knight

“It was really important that this was a game built on simple mechanics and is similar in style to NES games. If we broke those rules, it wouldn’t feel like that kind of game anymore.”

And the game struck a chord with a large audience. In its first month – when 3DS and Wii U versions were only out in America – it sold 75,000 units on top of its 15,685 backers over Kickstarter and PayPal. It was critically lauded and nominated for several Game of the Year awards.

“There’s a lot of stuff in those NES games – and Shovel Knight – that people haven’t seen in a long time,” D’Angelo says.

“When we first announced our Kickstarter in 2013, that was around the time the last Mega Man game got cancelled. We filled that gap in the market.”

The firm’s Kickstarter was a huge success, too. The team reached its goal of $75,000 in just one month, and went on to raise $311,502. But it wasn’t all about the money.

“We were building a new company. Funding the game and not being beholden to publishers was great,” D’Angelo explains.

“Being beholden to our fans was great. And we wanted a way to build a community. One

Games like GTA are so complex. Going back to a game with one mechanic and two buttons was very appealing to us.

David D’Angelo, Yacht Club Games

17

of my frustrations working for WayForward was that it was working for a publisher, and it was them who spoke to the community.

“It was frustrating to spend so much time working on a game, and then basically not being able to talk to our audience about it.

Kickstarter was the easiest way to build a community.”

COMMUNITY DEVELOPMENT Being open with its fans has become normal for Yacht Club.

The firm is transparent about everything from sales figures to design documents so that its fans understands game development from the prespective of the studio.

“We’ve been open since the beginning so why would we close them off now? Our backers supported us. They’re the reason it’s selling so well. We want to celebrate our sales success with them,” D’Angelo explains.

“We’re also writing design articles, and explaining our process to the world. We’re trying to show everything that goes into a game and what to expect saleswise.

“Publishers won’t allow you to release sales figures, so people largely have no idea how well games sell. We want to show what a budget is for a game, why budgets are of a certain size what goes into it and what to expect sales-wise.

Are people making millions upon millions of dollars from games?

No. Having people understand that was important to us. Especially if someone is trying to figure out if they should make games.”

D’Angelo concludes: “We want people to understand the process because we want better releases and a better understanding of what goes into making a game.”

February 6th 2015

THE BIG GAME DEAD OR ALIVE 5: LAST ROUND

DEAD OR ALIVE 5: LAST ROUND

COME OUT FIGHTING

In a year filled with notable releases for fighting game fans, the latest in Koei Tecmo’s Dead or Alive series, Dead or Alive 5: Last Round, is the first out of the gate. Yosuke Hayashi and Yohei Shimbori, producer and director for the title, tell Matthew Jarvis what’s new Release Date: February 20th Formats: PS4, Xbox One, PC Publisher: Koei Tecmo Developer: Team Ninja

N

ow one of Koei Tecmo’s flagship franchises, Dead or Alive started out as the result of a bet. Finding Tecmo (as it was then) in a financial slump in the early 1990s, programmer Tomonobu Itagaki bet the publisher’s president that he could create a hit IP. Named Dead or Alive for its decisive status in the company’s future, the fighting series took off – and almost two decades later continues to boast a fervent fanbase.

In fact, the DoA community is so passionate that the series’ developer, Team Ninja, was convinced to bring the franchise’s latest instalment – Dead or Alive 5 – to PS4 and Xbox One almost solely on the back of fan support.

April 11th 2014

“Dead or Alive 5 had already been released for PS3 and Xbox 360, but we heard a lot of requests from the public saying that they would like to play on PS4 and Xbox One after the hardware launched in the West,” recalls Yosuke Hayashi, Team Ninja leader and producer for the title. “This is the primary reason for the launch of Dead or Alive 5: Last Round.”

Yohei Shimbori, director for the title, adds that the team decided to further reward avid players.

“Simply porting the game to the current generation of hardware means nothing to us or our fans,” he explains. “So, we enhanced the graphics accordingly – exploiting the upgraded hardware specs – and added new characters,

00 18

We expect more fighting games will be released for PC users.

Yohei Shimbori, Team Ninja

stages, costumes and hair styles, which we based on requests from the DoA community.”

He says that making the game with the help of fans counters any concerns about having to convince existing DoA 5 owners to purchase the title again.

“Last Round was born in response to our fans’ voices. So we are confident the game is something they are very keen on.”

MORE THAN THE CORE Last Round isn’t just about rewarding existing fans – it’s also designed to attract brand new players to the franchise.

One way in which Koei Tecmo hopes to do so is via a free digital ‘upgradable demo’

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DEAD OR ALIVE 5: LAST ROUND THE BIG GAME

of the game on PS4 and Xbox One entitled ‘Core Fighters’. This includes four playable characters (eight on Xbox One) for use in any of the title’s modes and stages, with the exception of Story Mode. Players can then purchase additional characters and unlock Story Mode for their favourite fighters – meaning they only pay for what they want.

It may seem like a move made to battle against the growing might of more popular genres such as the first-person shooter, but Hayashi retorts that DoA’s audience has never been bigger.

“We have a much larger player base than ever before, and consumer interest is much hotter,” he reveals. “We don’t feel any pressure from other genres because you can have all different kinds of fun playing fighting games; we know it and users know it. So we are confident.”

THE BATTLE FOR PC As well as marking DoA’s debut on PS4 and Xbox One, Last Round is also the very first entry in the series to make it to PC, via Steam.

Asked why the series has waited almost two decades to make the move, Shimbori highlights the growing acceptance of PC as a mainstream platform.

“The adoption rate of high-spec PCs and related peripheral devices has traditionally been lower than consoles,” he comments. “But these days, the perspective of PC gaming has changed drastically and we expect more fighting games will be released for PC users.”

Despite this, he warns that one of the PC’s most active scenes – the modding community – should be careful not to turn off publishers looking to make their debut.

“We have to deal with mod issues from an IP holder perspective,” he explains. “We would like to ask PC users to play our game in good moral and manner. Otherwise, we won’t be able to release a title for PC again.”

A QUESTION OF TASTE One reason for Shimbori’s concern over PC modding may relate to one of Dead or Alive’s most

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Dead or Alive’s female characters are often a talking point – for both fans and critics

“What is important to remember is that Dead or Alive is a series developed in Japan, where the interpretation of beauty is very different to that of Europe or the US,” he says. “Our philosophy is to try and make a game that our fans can enjoy, both in the East and the West, and regardless of gender.”

infamous traits – a roster filled with scantily-clad, titillating women.

A staple since the series’ induction, many have taken against the franchise’s approach to female representation. And the question of taste could once again rear its head with Last Round.

But Hayashi remains steadfast with regards to his team’s attitude.

“Our characters, male and female

Consumer interest in Dead or Alive is much hotter than ever before.

Yosuke Hayashi, Team Ninja

alike, are created in a fantasy setting and are using extraordinary abilities to compete with each other in a clearly light-hearted, over-the-top universe,” he states. “Their abilities are very balanced and we want to present all of them as dynamic, strong, sexy and confident.”

He adds that Last Round’s multiregional release should be also appreciated by detractors.

Dead or Alive 5: Last Round’s director Yohei Shimbori (above, top) and producer Yosuke Hayashi (above)

19

2015’S ALRIGHT FOR FIGHTING Last Round is the first fighting game in a year filled with blockbuster brawlers; Mortal Kombat X lands in April, with Street Fighter V and Tekken 7 rumoured for release in the back half of 2015.

Dead or Alive may not be as big as those franchises. But it’s still highly popular among fans, and thanks to Last Round’s pre-emptive place in the fighting game calendar, Hayashi concludes that the title will be able to hold its own.

“We think those fighting games are all good and we don’t intend to compete with them,” he says.

“Frankly speaking, being the first fighting game on shelves is good.

We hope that people who have never played the game pick it up and give it a try.”

February 6th 2015

IGN’S GLOBAL DOMINATION

AROUND THE WORLD WITH IGN Games media behemoth IGN says it now covers 100 different countries worldwide.

MCV speaks to Adam Doree, international business development director at IGN parent Ziff Davis, about the firm’s mission to conquer the globe

B

ack in 2006, games media giant IGN decided it was time to move beyond its US borders and try to take on the world.

It began by moving into similar markets, opening offices in both the UK and Australia in a bid to win over local audiences.

“Games and entertainment markets around the world are similar in many ways but also very different depending on where you go – not just in terms of release dates or product SKUs, but also cultural context – so you need native business structures, editors and hosts that make sense locally and that audiences can relate to,” explains Adam Doree, international business development director at IGN owner Ziff Davis.

“Traditional media brands like CNN and ESPN have done this for many years, but IGN is the first to do it in games on a truly global basis – and this has opened the door to bigger opportunities both editorially and commercially.”

IGN has expanded rapidly since its UK debut eight years ago. The firm now has 24 editions of its website in 18 different languages that cover around 100 different countries. That includes most markets in Western Europe, Turkey, Middle East, Israel, South Africa, India, Spanish-speaking Latin America and Brazil. IGN is available in Arabic, Chinese, Russian and Hebew.

Doree says the only market remaining in Europe is Poland, and IGN is also launching editions in China, South Korea and Japan.

“Every new market we’ve entered has doubled its audience within its first year – some regions much

February 6th 2015

IGN’s international outlets feature content specific to their local audience

Publimetro in Mexico, as well as smaller, growing publishing houses. And the results have been impressive; 30 per cent of IGN’s traffic (which in December 2014 was 64m unique users, the firm says) comes from these partner websites.

“We’ve found that advertisers want to work with us to create impact at a local level, but increasingly they want to do it on a regional or global basis as well,” says Doree of the commercial strategy of having such a global view.

“This is online, so in a sense there are no regional boundaries, and brands need to deliver their message in an environment that is consistent and coordinated. We responded by introducing global and multi-territory advertising solutions that give the convenience and value of a single buying point while leveraging IGN’s international profile.”

more than that,” says Doree, adding that during Q4, 52 per cent of IGN’s traffic came from outside of the US. TEAM MATES After its UK and Australian debuts, IGN decided it would be more economical to partner with other media firms when it came to launching its brand in other markets.

“We knew that the most authentic way to launch in many world markets within a strategic timeframe wasn’t to just storm in and miss the nuance that makes each market unique, but to form strong partnerships with established local experts,” says Doree. “We provide the brand, global coordination and a tech platform, while partners handle everything that’s unique to their market: building large communities around local content and events, and a local business strategy primarily around media.”

IGN has teamed up with large media companies like Times of India, Marca in Spain and

EDITORIAL FIRST But teaming up with media companies around the world is not just about scoring big numbers,

20

making lucrative ad deals and improving local ‘engagement’ – it’s actually improving IGN’s global editorial content, too.

The UK office, for instance, handles FIFA coverage due to the UK’s in-depth knowledge of football.

The Brazil arm of IGN was at the forefront of the recent news about Nintendo pulling out of its country, which was of interest globally.

“This advantage could be particularly interesting when it comes to IGN Japan, considering the global importance of developers based there,” adds Doree. “The global setup also means that we can deliver a proper 24-hour coverage cycle.”

The firm has also developed its ‘IGN First’ concept, a month-long exclusive product reveal that is translated and co-ordinated in 18 languages.

“It’s IGN’s answer to the traditional magazine cover – except the front cover is all over the world,” explains Doree. “IGN First has delivered millions of users premium coverage of big-name franchises like Destiny, Call of Duty, Halo and Evolve.

“One of the best collaborations was with Kojima Productions for Metal Gear Solid V, in which Kojima himself took IGN’s audience through the latest gameplay. We broadcast that on every IGN edition in local language concurrently.”

Of course, working across so many partners in so many different territories is not always going to be easy. Doree admits that there have been challenges along the way, but he’s proud that the firm has managed to deal with them without any failures. And now Ziff

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IGN’S GLOBAL DOMINATION

Adam Doree says IGN’s international strength comes from its regionspecific journalists

Davis is looking at bringing its other brands to a global scale, too.

“Every market has particular challenges and whenever we look at a new region people are always vocal about that – whether it’s games market issues like high levels of piracy or low console penetration, mediarelated issues like low advertising rates or a slower transition online, economic factors like high taxes or currency issues, or even just strong markets with a crowded competitive picture – but there hasn’t been a single market where we haven’t figured it out,” Doree concludes.

“That is not to say we haven’t tweaked the plan once or twice – we’re always optimising the overall set up to make most sense, for example in multi-lingual markets – but we haven’t had a single market fail, because we’re confident that the brand and our partnership model will work anywhere there are fans of games at any reasonable scale.

In fact, we’re now using the same expansion model on our tech and lifestyle brands, PCMag and AskMen, so the global picture is very exciting for Ziff Davis.”

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UPCOMING EVENTS

IGN First is our answer to the traditional magazine cover – except the front cover is all over the world.

Adam Doree, Ziff Davis

IGN hasn’t just launched websites around the world.

The IGN PS4 app has been translated, and in some territories you’ll find IGN on TV, in games shops, on radio and even in restaurants.

But one of the biggest developments amongst IGN’s international partners has been a dedicated IGN Convention in the Middle East.

“We’ve developed a presence at many public expos around the world, including the Tokyo and Brazil Game Shows and Madrid and Milan Games Weeks, while at Gamescom in Germany we

21

now broadcast E3-style live coverage internationally from every IGN team on the showfloor,” says Adam Doree, international business development director at IGN parent Ziff Davis.

“In the Middle East, our team has developed a branded event format, IGN Convention, now in its third year in Dubai and Bahrain and debuting this year in Qatar, has so far attracted 25,000 passionate fans – it’s amazing to see IGN reaching consumers in these relatively new, rapidly growing games markets, not just online but in the real world.”

February 6th 2015

MARKETPLACE

SHELF LIFE GAME Belfast Connswater’s senior sales person Jasmine McCleary talks to MCV about the retailer’s work with its local community, how it launched Call of Duty this year and what it has planned for Half Term Tell us about your store team.

Our team is a very small close knit family, although a young one, between us we accumulate 16 years of experience within GAME. Also, between the eight of us we have an expert for each format, meaning we’re always on hand to help with any customer question or issue.

What’s your store’s speciality?

Engaging with the community is our store specialty. We value

PRE-ORDER CHARTS

You’ve done a number of midnight launches and other game-related events. Which was your most popular?

The midnight launch that we held for Call of Duty: Advanced Warfare has without a doubt been our favourite thus far. It was a huge night.

Local replica SWAT team-for-hire Shadow Ops (far right) helped us put on an amazing SWAT mission demonstration to rid our shopping centre of all enemy activity.

our customers because after all, they are who make our store what it is. We’re always happy to get involved in local events and likewise, our community supports us with these events. Without our patrons we would not have been able to achieve the successful launches and events that have taken our store to where it is today, we’re forever grateful to them for that.

PRICE CHECK: HALIFAX

TOP 10 PRE-ORDERS 1. AMIIBO CHARIZARD Nintendo, Wii U

2. Amiibo Super Mario Collection Toad Nintendo............................................................. Wii U

HALO: THE MASTER CHIEF COLLECTION

3. Amiibo Wario Nintendo............................................................. Wii U

MARIO KART 8

4. Amiibo Super Mario Collection Peach Nintendo............................................................. Wii U

Microsoft, XO

Nintendo, Wii U

MINECRAFT: PLAYSTATION EDITION

CALL OF DUTY: ADVANCED WARFARE Activision, XO

Sony, PS3

£49.99

£47.99

£14.99

£38

6. The Legend of Zelda Majora’s Mask 3D + Necklace Nintendo............................................................... 3DS

£41.99

£49.99

£12.99

£54.99

7. Amiibo Mega Man Nintendo............................................................. Wii U

£38

£34.85

£12.99

£35.49

£40.85

£32.85

£12.85

£29.85

9. Amiibo Toon Link Nintendo............................................................. Wii U

N/A

£34.95

N/A

£28.95

ONLINE

8. Dying Light + Zombie Mode, Survivor Handbook, Soundtrack and Ultimate Survivor DLC Warner Bros ...........................................................XO

IN STORE

5. Dying Light + Zombie Mode, Survivor Handbook, Soundtrack and Ultimate Survivor DLC Warner Bros ........................................................PS4

10. Monster Hunter 4 Ultimate Nintendo............................................................... 3DS

UPLOADING The latest digital releases coming to market

February 6th 2015

THE ESCAPISTS

ODDWORLD: NEW N TASTY

ORI AND THE BLIND FOREST

Team 17’s prison title will be released on Xbox One next week

The remastered iconic title is out on Xbox One, PS3 and PC shortly

This ID@Xbox indie platformer is coming to Xbox One in March

OUT FEBRUARY 13TH

OUT FEB 25TH (PC), MARCH (XO, PS3)

22

OUT MARCH 11TH

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MARKETPLACE

Game Connswater Unit 20, Semichem Connswater Shopping Centre, Bloomfield Drive, Belfast, County Antrim BT5 5LP

Everything was performed with military precision and we had a great response from our community on the excitement it created for them when waiting to buy their copy. All our staff dressed up in army gear and the night was adrenaline fuelled, especially when the surprise inclusion of zombies was announced during the launch, which only added to the amazing atmosphere that any Call of Duty title has.

Phone: 028 9045 6880 Twitter: @GameConnswater

What further in-store events do you have planned?

We’re bringing back our kids fun days this Half Term. This will include activities for all ages, such as a SingStar competition, face painting, fancy dress and gaming competitions. Due to the success of our previous FIFA tournaments we will launch our very first FIFA 15 League on February 20th.

This will be the ultimate battle to become Belfast’s No.1 FIFA player and competition will be fierce.

INCOMING

WANT TO FEATURE YOUR OUTLET IN MCV? Contact acalvin@nbmedia.com or call 01992 515 303

It’s going to be a big month for Nintendo as the platform holder launches two new iterations of its 3DS console, as well as Majora’s Mask 3D

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February 6th 2015

ESPORTS

ESPORTS Like any competitor aiming to be the best, eSports players need the right equipment to stay on top of their game.

Matthew Jarvis checks out the picks of the pros

A few weeks ago, on BBC Radio 5 Live, former professional footballer Danny Mills argued that eSports could not be classified as a sport because “you don’t wear special footwear”.

While this may be true – pro-gamers are free to wear anything from slippers to brogues while competing – there is other specialist equipment that can undoubtedly help both professional and amateur eSports enthusiasts boost their performance.

Early adopters that use better technology and stream in creative environments will lead the charge.

Steve Arhancet, Team Liquid

From customised console controllers for first-person shooter masters to finely-tuned mice and keyboards for PC pros, there is a wide range of peripherals and accessories designed to offer an optimised gaming experience.

Of course, it’s not all about performing your best – looking the part is just as important in many ways. For eSports fashionistas, there are many branded products to make sure they stand out from the crowd.

RAZER DEATHADDER CHROMA A popular choice among gaming’s elite, Razer’s Chroma version of its highly popular DeathAdder mouse adds integrated lighting that can display in up to 16.8 million colours.

Players can customise the mouse’s glow using the included Synapse 2.0 software. The peripheral also features a 10,000 dpi optical sensor, five programmable Hyperesponse buttons and 1,000Hz Ultrapolling for speed and accuracy in fast-paced titles.

SRP: £64.99 Manufacturer: Razer Distributor: VIP Computers Contact: 01925 286 900

TT ESPORTS LEVEL 10M GAMING LASER MOUSE

LEAGUE OF LEGENDS TEAM KAT LANYARD

SCUF ONE FPS

Designed in collaboration with BMW DesignWorksUSA, the Level 10M can be adjusted to fit perfectly in players’ hands.

League fans can represent their passion for the competitive MOBA title with this lanyard featuring art from the game.

This customised version of the Xbox One pad features more than 16 performance-boosting tweaks for top-of-the-class gamers.

SRP: £99.99 Manufacturer: Thermaltake Distributor: A One Contact: 0161 763 3633

SRP: £8.99 Manufacturer: Jinx Distributor: Gaming Merchandise UK Contact: hello@gamingmerchandiseuk.com

SRP: £83.99 Manufacturer: Scuf Distributor: Lime Distribution Contact: 01622 845 161

February 6th 2015

24

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ESPORTS Sponsored by

O

gaming merchandise uk

Top players aren’t alone in being on the lookout for high quality products, however – up-andcoming pro-gamers aiming to showcase their skills to break into the sector often utilise livestreaming services to get their name noticed.

Putting on an impressive show for prospective employers and sponsors often demands devices such as gameplay capture kits, microphones and webcams – and by offering such products to

From peripherals to clothing, professional gamers employ a range of products to look and perform at the top of their game

gamers, retail can help to support the next wave of eSports stars.

“Over the next five to ten years, you won’t just see players streaming in front of their webcams: viewers will demand a much richer experience,” explains Steve Arhancet, co-owner of top eSports side Team Liquid.

“The early adopters that use better technology – whether that’s to do with sound, recording, video, overlays or graphics – and stream in creative, interactive environments will lead the charge.”

STEELSERIES ESPORT CHAMPIONS GAMING GEAR COLLECTION Designed to be the ultimate set for budding competitive gamers, this kit combines three of SteelSeries’ pro-gaming products – the Siberia v2 gaming headset, Rival optical gaming mouse and the QcK mini gaming mouse mat. The Siberia features 50mm driver units and in-line volume control for competition-ready communication. Meanwhile, the Rival boasts six programmable buttons, rubber grips and 16.8-million colour lighting.

SRP: £89.99 Manufacturer: SteelSeries Distributor: Entatech Contact: 0333 101 1000

ULTRA STREET FIGHTER IV ARCADE FIGHTSTICK TOURNAMENT EDITION 2

DOTA 2 MEEPO COWL

EAR FORCE Z22

Fighting game fans can use this competitionstandard stick on both PS3 and PS4.

(A red Xbox One version is also available.)

This headset for PC pro-gamers includes dynamic chat boost, which automatically adjusts chat volume to the optimum level.

Players of eSports hit Dota 2 can transform into the teleporting hero Meepo with this fetching blue hood, complete with ears.

SRP: £179.99 Manufacturer: Mad Catz Distributor: Entatech Contact: 0333 101 1000

SRP: £69.99 Manufacturer: Turtle Beach Distributor: Exertis Contact: 01279 822 822

SRP: £22.49 Manufacturer: Jinx Distributor: Gaming Merchandise UK Contact: hello@gamingmerchandiseuk.com

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25

February 6th 2015

HOT PRODUCTS

Sponsored by

HOT PRODUCTS MCV takes a look at the best accessories heading to UK retail. This week, we investigate the latest PS4 accessory from Nyko and sing the praises of Razer’s Seirēn microphone NYKO DATA BANK FOR PLAYSTATION 4 WHILE the PlayStation 4 has a larger hard drive than its predecessor, the PS3, the increased graphical fidelity of new games for the console means that 500GB of standard storage space still fills up fast.

Accessories specialist Nyko has come up with a solution to this problem, in the form of the Data Bank for PS4.

While the PS4 itself supports players who decide to swap out the included hard drive for a similar 2.5-inch replacement, the 2.5-inch form factor limits users to certain storage capacities.

However, the Data Bank for PS4 allows players to utilise larger – in both physical form factor and storage capacity – 3.5-inch hard drives in their console, with the

PS4 regarding the expanded drive as its standard internal storage.

Another benefit of 3.5-inch hard drives is that they are often cheaper than their 2.5inch counterparts – making the investment in the Data Bank worthwhile for many consumers.

The Data Bank includes an integrated LED strip, which illuminates to signify that memory in the bank is being accessed.

[INFO] RRP: TBC Release Date: H1 2015 Distributor: Nyko Contact: sales@nyko.com

RAZER SEIRĒN RAZER is targeting the home broadcaster market with its latest audio product, the Seirēn microphone.

The peripheral is constructed with three 14mm custom-tuned condenser capsules, which can record at a quality of up to 192kHz with 24-bit – several times the quality of CD audio.

The Seirēn is a multi-pattern microphone, which means it has selectable recording presets for multiple different setups.

The cardoid pattern is best suited for those recording commentary over livestreams, podcasts, voiceovers or capturing the sound from musical instruments. The more conventional stereo setting is best for standard vocals and instruments. The omnidirectional pattern captures all sound in the vicinity of the microphone, making it suitable for conference calls and events. Meanwhile, the bidirectional setup records directly in front and behind the device – making it best for interviews or duets.

February 6th 2015

26

As well as these settings, the Seirēn also boasts a 3.5mm headphone jack with zero latency so users can hear their recording as soon as it is captured.

Control knobs for pattern switching, headphone volume and mic-gain are integrated into the microphone itself, which additionally features a display screen for information.

The microphone is built with a solid aluminium base to minimise the feedback from vibration.

The device connects to PC via a single USB connection, and has support for plug and play. Razer’s free Synapse software is used to control audio quality such as bit rate and sample rate.

[INFO] RRP: £144.99 Release Date: February 2015 Distributor: VIP Computers Contact: 01925 286 900

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POLE TO WIN Europe Ltd. is a localisation and linguistic services provider for the video game industry committed to delivering the highest quality translation services and professional localisation QA testing.

Our parent company Pole To Win is a leading QA company in Japan, with 20 years of experience on more than 6,000 titles for virtually every gaming platform and over 10,000 titles for mobiles.

Pole To Win Europe was founded with the aim of extending Pole To Win’s quality services to the video game industry, as well as other industries, throughout Europe and all across the world.

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Develop is the only dedicated publication for the UK and European games development community. It reaches over 8,500 subscribers every month.

Contact: E: lis@liswelsh.com W: www.liswelsh.com P: 01858 322 089

Lis Welsh, MD of Lis Welsh Search & Selection, talks about the firm’s work with Sega, Sony and more

FOR GREAT ADVERTISING OPPORTUNITIES, CONTACT ALEX BOUCHER ABOUCHER@NBMEDIA.COM

Tell us about your company.

We are a boutique recruitment consultancy that works with publishers and developers to help them find the best candidates for their middle and senior management positions within their organisation.

THIS MONTH’S DIRECTORY SPOTLIGHT: Epic Games .................................................. www.epicgames.com/careers

What is your biggest success to date?

Working alongside Sega to build its US and European senior and middle management teams, and helping it create its in-house recruitment function from scratch.

We’ve also recruited and placed 90 per cent of the senior industry execs over the years within companies such as EA, Take-Two, Activision, Bandai Namco and Sony.

What projects do you currently have in the works?

We’re currently working with some of the big games and tech companies to help them fill director level business development positions, and are also researching to fill some senior development and marketing positions for UK and European-based developers and publishing clients.

What are the biggest challenges you face?

The main challenges come from competition from ‘dumb’ job boards. They can’t match cultural fit, and identify other soft skills, like a trained consultant can.

To be included in the Develop Directory (which appears every month in Develop and now every week in MCV) contact aboucher@nbmedia.com

Tell us something about your company no one knows.

We don’t stipulate holiday allowance; our team take the holiday they want as long as the job gets done. We believe this is the way forward.

How did you choose your company name?

We originally called ourselves Answers recruitment because it began with an A and would therefore be listed at the beginning of searches. We changed to LWS&S when we moved to offer a specific search and selection solution.

WANT TO FEATURE YOUR COMPANY IN INSIDER’S GUIDE? PLEASE CONTACT MJARVIS@NBMEDIA.COM OR CALL 01992 515 303

WWW.DEVELOP-ONLINE.NET www.mcvuk.com

Our team take the holiday they want as long as the job gets done. We believe this is the way forward.

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February 6th 2015

FACTFILE MEXICO Sponsored by

INTERNATIONAL FACTFILE: MEXICO Population: 118,395,054 Capital City: Mexico City Currency: Peso (Mex$) GDP (Per Capita): $11,320.91 KEY RETAILERS Camelot Games, Gamer’s Paradise, Gamerush, Mixup, Sanborns, Blockbuster Mexico, Coppel, JJGames, JVL Gaming

TOP DEVELOPERS Anemona Studio, Artefacto, Neggi Studio, Kaxan Games, Larva Game Studios

KEY DISTRIBUTORS Gamexpress

PUBLISHERS IN THE REGION Activision, EA, Microsoft, Sony, Square Enix, Ubisoft

MEXICO now boasts the second-biggest games sector in the Latin American region, behind Brazil.

According to a report from Newzoo and GlobalCollect, the country’s games market generated an estimated $1.01 billion in revenue during 2014.

This total comes despite Newzoo’s 2013 Global Games Market Report estimation that just four per cent of Mexico’s population play games regularly – in comparison to nearly a quarter (23.2 per cent) of those in Western Europe.

Latin America as a whole was predicted by Newzoo and GlobalCollect to be the second fastest-growing region globally in 2014, seeing 14 per cent growth – one per cent less than Asia-Pacific’s 15 per cent rise.

Mexico’s strong games market was a primary contributor to this, driven by the increasing dominance of mobile gaming in

the country. eMarketer reports that the smartphone userbase in Mexico grew by more than a fifth (23 per cent) in 2014, with 34.1 million smartphone users now in Mexico.

This ties with Newzoo and GlobalCollect’s observation that games for smartphones and tablets grew by 50 and 75 per cent during 2014, respectively.

Despite this, authors Humberto Cervera and Jacinto Quesnel state in ‘Video Games Around the World’ that EA’s FIFA franchise is the biggestselling video game IP in Mexico, bolstered by a strong national interest in football.

Regarding development, as of 2013, local games publication Motor de Juegos claimed there are roughly 75 games studios operating in Mexico. However, with a lack of investment in the sector, these are primarily indie outfits.

Four per cent of Mexico’s population play games regularly.

February 6th 2015

34

www.mcvuk.com

MEXICO FACTFILE

MEANWHILE IN... GREECE The former in-house economist for Valve has become Greece’s new finance minister following its recent election THE man formerly in charge of Steam’s microtransactions has been elected as Greece’s new finance minister.

Following the rise to power of Greek antiausterity political party Syriza, which aims to halt government cuts and solve the country’s ongoing financial crisis by growing its economy, Yanis Varoufakis (pictured, right) was brought in to help with the new parliament’s financial goals.

Varoufakis previously worked at Valve, analysing and directing the Steam Market, which allows players to purchase items and add-ons such as hats,

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35

weapon skins and other vanity items for games such as Team Fortress 2, Dota 2 and CounterStrike: Global Offensive.

The move is somewhat fitting – Valve boss Gabe Newell hired Varoufakis in

2012 after reading his blog comparing the relationship between real and virtual currency to that of Germany and Greece’s financial links.

February 6th 2015

INTERNATIONAL DISTRIBUTION Sponsored by

GLOBAL DISTRIBUTORS IF YOU ARE LOOKING FOR NEW PARTNERS OVERSEAS, THEN LOOK NO FURTHER

BELGIUM

CLD DISTRIBUTION Rue du Grand Champs 14 , B 5380 Fernelmont Belgium Tel: +32 81 83 02 02 Fax: +32 81 83 02 09 Email: infos@cld.be Web: www.cld.be home of www.dragonwar.eu & www.mawashi.eu

BRAZIL Sony Music Entertainment Brasil Day 1 Entertainment Brasil ua Lauro Muller n°. 116 – 40°. Andar Salas 4001 a 4003 Botafogo Rio de Janeiro RJ CEP. 22.290-160 Tel. +55 21 2128-0771 Fax: +55 21 2128-0747 Email : rodrigo.altieri@sonymusic.com Website: www.sonymusic.com.br | www.day1e.com.br

CYPRUS

G3 GREAT GAMES LTD 4 Gregoriou Papaflessa Street, Office 101, Engomi, Nicosia 2414, Cyprus.

Tel: +357 22 666612 Web: www.greatgames.com.cy

IRAN

SWEDEN

DC GAMES GROUP No.9, Hemmatian St., Takestan St., Sattarkhan Tehran, Iran Tel: +98-912-1014090 +98-21-44228670 Email: Bahizad@Doostan-Co.com Web: www.Doostan-Co.com

GAME OUTLET EUROPE AB PO Box 5083, S-650 05 Karlstad, Sweden Sales dept: ali.manzuri@gameoutlet.se Sales dept: andreas.lindberg@gameoutlet.se Purchase dept: hamed.manzuri@gameoutlet.se Purchase dept: david.nilsson@gameoutlet.se Web: www.gameoutlet.se

NETHERLANDS

UAE

SOEDESCO B.V. Koddeweg 13, 3194 DH Rotterdam The Netherlands Tel: +31 104722462 Fax: +31 104722893 Email: info@soedesco.com Web: www.soedesco.com

ALESAYI UNITED COMPANY Video Games Distributor in the Middle East, P.O BOX 16999 Jebel Ali Free Zone Dubai U.A.E. Tel: 00971 4 883 5960 Fax: 00971 4 883 5175 Email: marketing@alesayi.ae U.A.E. Website: www.alesayi.ae Group Website: www.alesayi.com

NORDIC WENDROS AB SWEDEN, NORWAY, DENMARK & FINLAND Jakobsdalsvägen 17 12653 Hägersten Sweden Phone: +46 8 51942500 Fax: +46 8 7466790 Email: HM@wendros.se LM@wendros.se Web: www.wendros.se

MCV WORLDWIDE Editorial: + 61 (0)424 967 263 Leigh.Harris@mcvpacific.com

Advertising: + 61 (0)417 084821 Joel.Vandaal@mcvpacific.com

WWW.MCVPACIFIC.COM

MORE DISTRIBUTORS AUSTRALIA AFA Interactive, Bluemouth Interactive, Five Star Games, Mindscape, Namco Bandai Partners, Turn Left Distribution BENELUX CLD Distribution, Koch Media, Gameworld Distribution B.V. CANADA E One, Importel, Just4Games, Solutions 2 Go, Vidéoglobe CYPRUS Access, Gibareio, Zilos, Nortec Multimedia CZECH REPUBLIC Cenega, Conquest, Comgad, Playman, ABC Data DENMARK Bergsala, Elpa, Impulse, Koch Media, Nordisk Film Interactive, Nordic Game Supply, PAN Vision FRANCE Big Ben, Innelec, Koch Media, SDO, Sodifa GREECE Zegatron, CD Media, Namco Bandai Partners, IGE, Nortec, Enarxis, Beacon HUNGARY CNG.hu/Cenega Hungary, CTC Trading, Magnew, PlayON, Stadlbauer ICELAND Sena, Myndform, Samfilm, Ormsson INDONESIA Maxsoft, Uptron, Technosolution IRELAND MSE Group, Baumex JAPAN Ajioka, Happinet, Jesnet NORWAY Bergsala, Game Outlet, Koch Media, Nordic Game Supply, Nordisk Film, Pan Vision POLAND CD Projekt, Cenega, Galapagos, LEM PORTUGAL Ecoplay, Infocapital, Koch Media, Namco Bandai ROMANIA Best Distribution SERBIA ComTrade, Computerland/Iris Mega, Extreme CC SPAIN Digital Bros, Koch Media, Namco Bandai Partners, Nobilis SWEDEN Bergsala, Koch Media, Namco Bandai, Nordic Game Supply, PAN Vision, Wendros, Ztorm (digital) UAE Red Entertainment Distribution, Pluto Games (LS2 Pluto), Viva Entertainment, Gameplay Entertainment, Geekay Distribution

TO ADVERTISE IN THIS SECTION PLEASE CONTACT CTALLON@NBMEDIA.COM February 6th 2015

36

www.mcvuk.com

OFF THE RECORD

OFF THE RECORD This week Esdevium launches its XCOM board game, Capcom lets the press get hands on with Resident Evil Revelations 2, and King holds its first public game jam OLD SCHOOL GAMING BOARD game company Esdevium took to Loading Bar in hip and cool Dalston last week to launch its tabletop adaptation of cult alien strategy title XCOM. In the invite, attendees were asked to make sure no-one saw them on their way to the gaming bar.... but unfortunately they all failed to dodge the wily photographer.

SHOCKING REVELATIONS IT’S been a while since Capcom had something to shout about, but with Resident Evil: Revelations 2 it now does. The firm invited journalists to play the episodic game and speak to producer Michiteru Okabe at a London TV studio...TV studio...episodic game...geddit? We suppose no abandoned, dilapidated prisons were available at short notice.

THE WEEK IN 140 CHARACTERS The Tweets you might have missed in the last seven days @CThursten With Windows 10, Cortana can very slowly open your front door for you while you fend off the Covenant.

@Bi50N Nintendo have sold almost as many Wii Us in the last two years as the number of iPhones Apple sell every two weeks...

Chris Thursten, PC Gamer, Wednesday January 21st

Huw Beynon, Deep Silver, Thursday January 29th

@OnlyOneT Days like these you wish for a digital sales chart so everyone can see how well Resident Evil has sold.

@superconsole Nintendo has announced that it has sold ‘about 5.7m’ Amiibos since their launch in November. Back in the game.

Stuart Turner, Capcom UK, Monday January 26th

Katy Ellis, Amplify, Thursday January 29th

@unusualcadence The year is 2016. The only news source left for games is the Angry Annoyed Cynical Game Talker Video Network. Gamers over 30 nonplussed.

@stuartdredge When an AOL shuts a Joystiq or a TUAW (or a Future shuts a CVG) do they ever seriously think about passing the brand to its writers?

Adam Hay, The Chinese Room, Tuesday January 27th

Stuart Dredge, freelance journalist, Friday January 30th

@scully1888 Nintendo makes a loss, blames strong yen: “Bullshit, they aren’t selling enough.”

Nintendo makes a profit: “Yeah, but the yen is weak”

@lucyjamesgames Shout out to my autocorrect for thinking that the creator of Resident Evil was Shindig Mikami.

Chris Scullion, freelance writer, Wednesday January 28th

Lucy James, GameSpot, Monday February 2nd

@Lee_bradley Edge Online moves to Games Radar +, thus further confusing who the hell Edge Online is actually aimed at.

@keefstuart So video games now officially sit in the Culture section of the Guardian. We are between Music and Books, which seems fair.

Lee Bradley, freelance journalist, Thursday January 29th

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37 38 MCV821 Off The Record_Final.indd 1

Keith Stuart, The Guardian, Monday February 2nd

37

February 6th 2015

04/02/2015 11:31

OFF THE RECORD

JUST JAMMING IN January, 64 developers descended upon King’s London offices for the firm’s first public game jam.

19 teams took part, working on the likes of free-runners and platformers, which were assessed by a panel of judges, including King’s Catharina Lavers Mallet (above right).

The winner of the main prize was racer Romantic Getaway (right), whose team took away licences to game engine Unity and Alienware laptops.

We imagine that title will be coming to an app store near you soon.

Dark Souls.

Iain Gillespie

qpop

@Gilespionage

@nts_qpop

World of Warcraft or Spelunky. Hard to decide.

IF YOU COULD PLAY JUST ONE GAME FOR THE REST OF YOUR LIFE, WHAT WOULD IT BE?

ɓ *0*$6.6ɕ

That would be Skyrim. It has so many mods and addons that it’s like a hundred games in one.

It would have to be Dota 2, of course. It’s the gift that keeps on giving.

If it was one game I’d have to say Grand Theft Auto V.

Tsang

Rob Lahna

@itsang

@RELahna

Mass Effect 4.

'LI¿ FXOW SUREDEO\ :DUFUDIW

Francisco Riberio @dr3amcast3r

Would have to be Minecraft. You can just about ¿ JXUH RXW KRZ WR EXLOG DOO WKH other games in it.

February 6th 2015

Lamonte

Robbie Paul

@G4MR

@bawheidbob

Far Cry 4.

I would play Pokémon Omega Ruby or Alpha Sapphire for the rest of my life.

TickleMeZombie

geebeegooner

Christian Barton

@TickleMeZombie

@geebeegooner

#UÀ [3RLQW

38

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BOOK YOUR TICKET NOW MCV’S

FEBRUARY 19TH

z Ceremony takes place on February 19th in London at the Ham Yard Hotel, near Piccadilly Tube

z Networking afternoon and awards event z Honouring our Top 100 and giving three special awards to outstanding individuals

z Tickets cost £65 + VAT each and include pre- and post-event drinks plus theatre-seating awards ceremony

z Sponsorship opportunities still available guaranteeing exposure and involvement in our Women In Games activity throughout February

CONTACT SARA MATHER TO RESERVE YOUR SPACE SMATHER@NBMEDIA.COM / 020 7354 6001 FOR SPONSORSHIP / SALES ENQUIRIES CALL ALEX BOUCHER ON 01992 535 647 OR EMAIL ABOUCHER@NBMEDIA.COM EVENT PARTNERS