mcv575 friday february 19th 2010

T U E S D A Y 9 T H M A R C H 2 0 1 0

THE INTERACTIVE ENTERTAINMENT WEEKLY

Friday February 19 2010 £3.25

D O Y O U H AV E T H E C O U R A G E TO FA C E Y O U R D E S T I N Y ?

05 AvP order boomNew shooter has becomethe most pre-ordered Segatitle of all time

13 A bright SparkSquare Enix’s VP of brand Larry Sparksdiscusses the launch of Final Fantasy XIII

17 Press GangFuture, Gamespot, IGN and otherssound off on the future of games media

WHSMITH HAS finally pulledout of games retail.

The chain confirmed topublisher product managersthis week that games buyerGraham Pert has moved toanother area in the business,now looking after online.

Ditching games comes afteryears spent battling skilful rivals

in entertainment. Games havebeen a staple of WHS’ range for30 years – it arguably pioneeredselling them on the High Street– but in recent times marketshare dropped to single digits.

The chain first confirmed toMCV a year ago that it would

reduce its games range as partof a product overhaul. Sincethen it constricted games to justover 100 stores.

WHSmith has over 550stores nationwide, but hasstruggled to compete withmusic downloads, while itsgames offer suffered followingthe collapse of EUK andincreased competition from thelikes of GAME and HMV.

“Our withdrawal from theCD and games market is anatural step in theimplementation of our strategyto reduce our presence inentertainment and focusinstead on our corecategories,” a WHSmith

spokesperson told MCV. “Wehave always said that weintend to provide aconvenience offer in thiscategory and this continues tobe our plan. Following thesechanges, we will continue tooffer a range of DVDs in over340 WHSmith stores. We onlystocked music and multimediain 103 stores last Christmas.”

WHSmith will now focus oncore products like magazinesand stationery – but it willcontinue to stock a range ofvideo game point cards andiTunes gift vouchers.

The WHS-brandedentertainment website run byThe Hut Group atwhsmithentertainment.co.ukwill also continue to operate.

INCORPORATINGEVERY BUYER � EVERY BRANCH � EVERY INDIE � EVERY WEEK

PERSONNEL 24 RETAIL BIZ 25 NEW RELEASES 34 HIGH STREET 36 CHARTS 38

Issue 575 Friday February 19 2010 £3.25THE MARKET FOR COMPUTER AND VIDEO GAMES

Games offer stripped out of High Street giant � Buyer switches roles to online sales

WITH THIS

ISSUEIn-depth guide

to Nintendo’snew DSi XL

WHSmith completes video games retreatby Christopher Dring

WHSMITH’S loss could beHMV’s gain: the entertainmentspecialist has launched a newsuperstore concept this week.

A new outlet in Newcastlefeatures HMV’s games, movieand music ranges, an array ofbooks from sister retailerWaterstones, plus concessions.

Games claim 20 per cent ofthe entertainment section –with 2,000 product linesfilling around 1,000 sq ft ofthe giant store.

HMV says the widerproduct mix can help widenits gaming customer base.

“The idea of sharing spacewith leading complementarybrands is an exciting newdevelopment, as it means youare potentially appealing toand drawing in a much wideraudience,” said Tim Ellis,head of HMV Games.

“This can only benefit aformat such as games, as itmeans we will be bringing incustomers who may nottypically go to games stores,but may be tempted to have alook, especially during keygifting periods.”

The chain would notconfirm whether it plannedmore superstores, but said itwould closely ‘monitor howthe store performs’.

by Christopher Dring

Games keyin new HMV‘superstore’

”WHSmith spokesperson

Our withdrawal from thegames market is a naturalstep in our strategy to focuson core categories.“ Despite once boasting huge market share, WHSmith is out of games

JOLY TO HOSTMCV AWARDSHello! Dom Joly, TriggerHappy creator, topprankster and all roundfunny man will behosting this year’s MCVAwards at The Breweryon the evening of April22nd – and there’ll be aspecial prize for the firstchampion of originalityto shout his catchphrase.The one he hasn’t usedfor about 83 years.We’ve checked with his‘people’ and, honestly,he bloody loves it.

3 MCV575_final 16/2/10 13:04 Page 1

ALIENS VS PREDATOR hasbecome Sega’s most pre-ordered title of all time, thepublisher has told MCV.

Rebellion’s first personshooter – which is releasedtoday (February 19th) on Xbox360, PS3 and PC – has pickedup 11 front covers in thespecialist press, and Sega hasbeen promoting the game witha pre-release demo and variousretail initiatives.

“We’ve seen a great responsefrom consumers following the

positive preview coverage, pre-order announcements and lastweek’s demo release,” saidSega’s senior product managerBen Walker.

“It’s been unprecedented asAliens vs Predator is nowSega’s biggest pre-ordered title,

which is a great achievementwhen you consider ourannualised product FootballManager and big gamingbrands such as Total War.

“We’ve always felt the gamewould be one of Q1’s biggestperformers and the current pre-

4 MCV 19/02/10 WWW.MCVUK.COM

GOING, GOING… GONEMY FIRST JOB was as Saturday staffat my local branch of WHSmith.

Back then, in 1997, WHS was stillconsidered quite a destination forgames, even with the moreattractive pricing at the likes of

GAME and Virgin down the road.Too right – the chain has sold games for as long as I

remember, from before a heyday of Spectrum andC64 titles and onwards.

It helped solidify games’ legitimacy on the HighStreet, and its buying decisions kept some ofdevelopers in the Britsoft Hall of Fame in business.

And I bet we’ve all heard boastful playgroundstories of kids in the ‘80s running in to the store andprogramming the display machines to run swearwords across the screen on a loop.

All in all, WHS was once a pretty legendary force ingames retail.

So we should be shedding a tear for the demise ofwhat was once a pioneer, right?

Not bloody likely.It might seem unkind, but it’s true: In a climate

where ebooks and other digital content are on the rise, consumer magazines are under more pressurethan ever (just look at the ABC results this week – ourstory is on page 8), and people don’t need notepadsthey want iPad, WHS is quite the dinosaur.

Half the challenge retailers face every day is stayingrelevant. An example: This week, pasty emporiumGreggs detailed plans to compete with Starbucks andSubway via a rebrand, product review and storefittings overhaul.

In contrast, when its brand is more evocative ofRumbelows and Mister Byrite, rather than GAME orSize, it’s clear WHS didn’t have a chance when itcomes to something as cutting edge as games.

Of course, as we said last year when WHS firstacknowledged games were on the way out, the chain’sabout face doesn’t really hurt the games industry.There are plenty of other retailers looking to keepgrowing where others have failed to spot anopportunity, and a wave of European publishers areeyeing this country as key to their growth plans.

HMV’s first hybrid superstore that mixes Waterstones,Orange and Paperchase with its staple entertainmentlines being just one example. Best Buy are coming, too –and word is that its US parent plans to use the UKmarket as a test bed for a future strategy that will helpevolve the offer in its American stores.

So there’s plenty going on in UK retail when itcomes to games – the only shame when it comes toWHSmith is that it couldn’t move quickly enough totake advantage of it.

[email protected]

[LEADER]

NEWS

“WHS didn’t stand a chance in thecutting edge world of games. Its

dinosaur brand evokes Rumbelows andMister Byrite, not GAME or Size.”

Pre-orders soar forRetail expectations high for horror FPS � Splinter Cell delay could

”Ben Walker, Sega

Splinter Cell moving hasallowed Aliens vs Predator asmall window where we canreally own the space.“

Aliens vs Predator hassecured a huge amountof coverage in thespecialist press


Toy Story returns to gamesDISNEY HAS announced thatits biggest movie of the year –Toy Story 3 – will get an officialvideo game tie-in on Tuesday,June 15th.

Toy Story 3: The VideoGame is due on 360, PS3, Wii,PC, DS, PSP and mobile. Thegame is developed byAvalanche Studios and willfeature the film adventure aswell as an open-worldgameplay mode called Toy Box.

“With Toy Story 3: TheVideo Game, audiences willhave multiple ways toexperience and enjoy the ToyStory world,” said Disney

Interactive Studios’ senior vicepresident of global marketingCraig Relyea.

“Story Mode follows thefilm’s story and adventures,

while Toy Box Mode gets tothe playful heart of the ToyStory franchise.”

GM of developer AvalancheJohn Blackburn added: “ToyStory 3: The Video Gameaddresses a fact understood byevery kid: imagination is whattruly brings toys to life.

“That’s really what a toy boxis about. We remember thatkind of play from our ownchildhood, and it’s where webegan as game designers. Withthis title, we want toencourage and rewardcreativity in others.”Disney: 0208 222 1413

4,5 MCV575_final:4-5 MCV515 16/2/10 15:07 Page 1

HEAVY RAINPS3SONY

[PRE ORDERS]

2. FINAL FANTASY XIIIPS3 ................................SQUARE ENIX

3. GOD OF WAR IIIPS3 ..........................................SONY

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

5. BATTLEFIELD: BAD COMPANY 2360 ..............................................EA

6. GTA: EPISODES FROM LIBERTY CITYPS3 ....................................ROCKSTAR

7. YAKUZA 3PS3 ..........................................SEGA

8. ALIEN VS PREDATOR360 ..........................................SEGA

9. FINAL FANTASY XIII360 ................................SQUARE ENIX

10. ALIEN VS PREDATORPS3 ..........................................SEGA

Week ending February 12thSource: SHOPTO.COM

TOP 10

0

5

10

15

20

25

order level certainly points tothis. The brand’s awareness ishuge and there’s a long andrich gaming history which isstill popular. Our 11 frontcovers can attest to this.”

Aliens vs Predator is set tolaunch during one of the mostcongested first quarters for coregames. However, Walker feelsthe delay of Ubisoft’s SpinterCell: Conviction, which wasoriginally due to launch nextweek (February 26th) will givethe game more room to sell.

“As we all know this quarteris the busiest in the industry’s

history and the quality ofproduct is unparalleled, theconsumer is literally spoilt forchoice,” he adds.

“All triple-A releases thismonth will be fighting forshare of voice so Splinter Cell:Conviction moving hasallowed Aliens vs Predator asmall window where we canreally own the space.

“That being said, we’vealways had full confidence inthe quality of Aliens vsPredator to compete againstour competitors.”Sega: 020 8995 3399

WWW.MCVUK.COM MCV 19/02/10 5

NEWS

Total UK Software SalesSource: ELSPA/ChartTrack and Intent Media

Week Ending January 30th Week Ending February 6th

£22.8m1,021,224

Units

Week Ending February 13th

913,565Units

£19.1m

� Week-on-week UK software sales have jumped21 per cent to £23.1 million. Unit sales were alsoup, rising 18 per cent to 1,074,006 games sold.

� The sales rise is due to the launch of 2K’sacclaimed shooter BioShock 2, which launchedon February 9th. The highly anticipated sequel isthe biggest launch of the year so far, overtakingMass Effect 2. Meanwhile, FIFA 10 alsoperformed well, jumping 53 per cent in salesafter a pricing promotion.

� February should prove a solid month forgames overall, with Aliens vs Predator due tolaunch this week, followed by Heavy Rain,Napoleon: Total War and Sonic & Sega: All-starsRacing on February 26th.

Your weekly guide to the UKgames software market…

[WEEKLY MARKET VALUE]

� Turn to page 37 for morepre-order charts fromleading online retailers

2K’s FPS BioShock 2 is the biggest video game launch ofthe year so far and helped boost the market this week

1,074,006Units

£23.1m

Week Ending February 13th 2010

£23.1m

Sega’s AvPboost game’s performance, says publisher

UK SOFTWARE SALES MONITOR

Another Euro firmtargets British retail

‘TV meets gaming’focus for Edinburgh

Foreign Media Games plans UK invasion

FOREIGN Media Games hasexpanded its operationsbeyond the Benelux regionswith new UK partnerships.

It is the latest in a line ofEuropean publishers openingdirect relationships with UKretailers. The firm was foundedfour years and has established asolid position in Belgium, theNetherlands and Luxemborg.

“We have built up anunrivalled position in Beneluxwhere retail partners expectquality games with broadappeal, backed bycomprehensive sales and

marketing support,” said thefirm’s managing directorMichel van Elmpt.

“We will adhere to theseprincipals within the UK,which is our first overseasdirect-to-retail market.”

The publisher has signedsales firm Connect Internationalto handle national account andindie retail relationships.

Peppermint P will supportthis with PR and marketing.

The publisher expects toannounce its UK line-up in thecoming weeks.FMG: 0207 240 2645

DATES have been confirmedfor this year’s EdinburghInteractive – and with them anew focus on the how the TVand games can work together.

Edinburgh Interactive takesplace in Scotland onWednesday, August 25th andThursday, August 26th.

Thanks to a partnershipwith the Media GuardianEdinburgh International

Television Festival – whichtakes place immediately afterfrom August 27th to 29th –the event will now widen itsremit to look at how the twosectors are working together.

The last day of EdinburghInteractive will kick things offwith sessions designed tobring together decisionmakers from games and TV.edinburghinteractivefestival.com



NEWS

‘ON-SITE PUBLISHER’Tribeka is looking to expand itsSoftWide on-the-spotmanufacturing service toincorporate a wider library ofPC titles – and potentiallyconsole titles as well.

The system allows retailersto print software onto disc

ready for sale within minutes,and is already used for PCsoftware at European retailerssuch as Carrefour in Franceand Germany’s PC Specialist.

“We don’t change the waythe retailer retails,” Tribeka’sCOO Stephen Precious toldMCV. “We just enhance theprocess by enablingmanufacturing in store.”

Tribeka is already partneredwith GAME, which uses thetechnology in its distributioncentre on over 600 products.

Microsoft and Tesco haverecently secured deals to rollout SoftWide terminals intotheir stores, allowing customersto order software via touchscreens and receive the finishedproduct on the spot.

Now the firm is looking toexpand this to incorporate aservice for games retail andinclude console content.

Drawing on its experiencefrom trials in Europe, Tribekahas already established tieswith key publishers.

“During our developmenttest phase, we have releasedPC games from publishers

such as Activision, Eidos, Take-Two and Ubisoft. We are nowre-engaging with all the majorsnow that our channel is growingso fast,” said Precious.

“We have the technology inplace to deliver copy-protectedPC games, which we have

now started to deliver to ourretail partners.

“We even have plans todevelop the SoftWidetechnology for console gamesas soon as we are in a positionto engage with the three mainplatform holders.

“We are also working withseveral other big players in thegaming market.

“Games are on all theirroadmaps for this technologyand they are working with usto extend the range.”Tribeka: 020 7199 3930

by James Batchelor

Tribeka reopening discussions with publishers to sell gaming content via in-store disc replication service

THE CONTENTIOUS copy-protection method that willrequire all Ubisoft PC titles tobe constantly connected to theweb is crucial for fightingpiracy, the publisher says.

The new ‘online platform’,as the publisher describes it,will be introduced with therelease of Assassin’s Creed IIand Silent Hunter 5 on March5th. But it has garnered criticismamongst some PC gamers.

Speaking to MCV, UKmarketing director MurrayPannell assured Ubisoftcustomers that the system isnecessary in the ongoing battleagainst illegal copying.

“The impact of piracy onthe PC market is enormous

and working to thwart it iscrucial to our future ability tocontinue developing for thisplatform,” he said.

“We know requiring apermanent online connectionis a controversial decision andhas been seen as a disadvantageto several PC gamers.

“But we hope that they willfeel the additional services weare able to offer via thisplatform are worth it.

“We are aware that someplayers will not be able toconnect to the internet butwith the proliferation of WiFi,the majority of people canconnect most of the time, sothese instances should be very limited.”

Pannell said that the newonline service will only requirea minimum broadband speed,with Ubisoft’s games sendingless than 50 kilobits of data persecond.

The online platform rewardsusers with a number of featuresspecifically requested by thepublisher’s PC customers.

These include unlimitedinstalls, the ability to play the

game without a disk and savedata that is accessible frommultiple computers.

Ubisoft is also calling onretailers to use their staff’sexpertise in helping to raiseawareness of this new system.

“The role retailers can playin educating consumers as tothe reasons why we havetaken these steps cannot beunderestimated,” said Pannell.

“Consumers often rely onthe advice and direction ofstore staff, so by asking themto help educate the customerabout the benefits of theservice can only help usreassure people that this is agood thing.”Ubisoft: 01932 578 000

Ubisoft defends controversial anti-piracy plan

PC firm plans ‘print on-site’ games

”Stephen Precious, Tribeka

We have plans to develop theSoftWide technology forconsole games as soon as weengage the platform holders.“

FIGHTING PIRACY: AC2 will be the first title to use the new system

INSTANT PUBLISHING: SoftWide enables retailers to print new discs for sale in two or three minutes

6,7 MCV575_FINAL:6-7 MCV515 15/2/10 16:30 Page 1


NEWS

Capcom taking MotoGP mainstream

HUBB ACCESSORIES hassigned a new distributionagreement with veteranaccessories manufacturerInteractive Ideas.

Under the new deal,Interactive Ideas will beresponsible for handling Hubb’sgrowing product range –which covers all key gamingplatforms – in the UK.

The arrangement will coverthe firm’s back catalogueproducts, as well its newranges that are due to bereleased throughout 2010.

“We are very pleased toannounce our new relationshipwith Interactive Ideas and lookforward to working with themclosely to assist the continued

growth of our accessory range,”said Hubb’s European salesdirector Mel Jones.

“Interactive Ideas are a well-known, respected distributorin the gaming industry and I

am confident in their experienceand ability to add real value toour customers.”

Interactive Ideas’ marketingdirector Michael Breeze added:“We are delighted to add Hubb

Accessories to our range ofgaming products.

“We aim to only ever addnew ranges that providesomething unique and createan additional revenue streamfor our customers.

“From what we have seenof their products and theirplans for the UK market, webelieve that Hubb will be agreat success.”

The move comes as HubbAccessories continues toexpand its presence in variousEuropean markets.

The ambitious peripheralsfirm was founded in 2008 andhas established headquarters inthe UK and Hong Kong.Hubb: 01642 204339

Publisher aims for wider audience with latest instalment of popular motorbike racer

Hubb signs Interactive distribution deal

CAPCOM is targeting a broaderaudience for MotoGP 09/10.

To ensure the long-runningfranchise can be a mainstreamhit, the upcoming title featuresmore accessible controls.

It also includes four difficultylevels for rival racers allowingnon-gamers to tailor MotoGPto suit their abilities.

Capcom is hoping the tweaksgive the game potential to beenjoyed by everyone fromveteran to casual gamers.

“This year we’re going tobreak away from the various

boundaries of previous games,taking the MotoGP franchiseto a wider audience than everbefore,” said Capcom’s UKproduct and communitymanager Karl Reader.

“More than just a motorbikegame, it will be an experiencethat is more accessible tonewcomers without losing thespirit and competitive natureof MotoGP.

“Expectations for MotoGP09/10 are exceptionally highand we’re confident that we’lldeliver one of the top racingtitles of this year.”

Moto GP 09/10 is based onthe 2009 season of the popularmotorbike championship.Rosters for the upcoming 2010season will later be madeavailable via a free download.

Capcom is already promotingthe game ahead of its March

19th release date with MotoGPshowcased at motorcyclingconsumer expos, starting withtoday’s Ace Café LondonMotorcycle Show.

MotoGP 09/10 will also bepromoted at key racing eventsfrom May to July, including theGrand Prix at Silverstone, LeMans, Jerez and more.

This will be supported by anextensive online campaign.Capcom: 020 8846 2566

by James Batchelor

LATEST NEWSSTRAIGHT TO YOUR MOBILE

Bookmark us in your phone:MOBILE.MCVUK.COM

MICROSOFT: At its X10event, the platform holderdated Alan Wake for May 21stand announced the Halo:Reach beta will launch onMay 3rd. Fable III has beenconfirmed as a 2010 release.

ACTIVISION: The publisherreported record net revenuesof $4.28 billion in 2009 –dubbed by Activision as itsmost profitable year ever.Digital revenue reached $1.3billion, thanks largely toWorld Of Warcraft.

UBISOFT: Sales for the ninemonths ended December 31st,2009 came in at e661 million– a 22.5 per cent decreasefrom 2008. Q3 sales hite495 million, down by just2.7 per cent from theprevious year.

SQUARE ENIX: Two Xbox360 bundles will be releasedalongside Final Fantasy XIII.One will feature a 250GBElite, two wireless controllers,and Avatar items, while theother will standard 120GBElite and one wireless pad.

EA: Crysis 2, Dead Space 2and Criterion’s first Need ForSpeed series will be releasedfor consoles and PC betweenOctober and December.

SONY: NPD data shows thatover 40 million PSN accountshave been registered across33.5 million PS3 owners and56 million PSP gamers. Sonyalso reported a 155 per centrise in digital sales.

Sponsored by

”Karl Reader, Capcom

Expectations for MotoGP areexceptionally high and we’reconfident we’ll deliver one ofthe year’s top racers.“

PROUD PARTNERS: Interactive’s Breeze and Hubb’s Jones praise deal

ON TRACK: MotoGP has been tweaked to appeal to non-gamers


THE SPECIALIST press hasbeen fighting its corner after amixed bag of ABC results.

Nintendo, PlayStation andPC magazines all posted year-on-year readership declines –although Imagine andUncooked’s 360 publicationswere both up. Edge saw a

fractional increase, whilemulti-formats GamesMasterand GamesTM dropped aswell. (See MCV’s full guide tothe ABCs below.)

Despite the downwardtrend, publishers wereoptimistic given the difficulteconomic climate – andFuture, Imagine and Uncooked

alike argued that they werebeating market trends.

“2009 was a tough year forgames – many of us thoughtgames were recession resilient,and I’m not the only MCVreader that thought that,” saidFuture’s publishing directorJames Binns.

“If you compare us to themen’s lifestyle markets we

have outperformed the Zoosand FHMs of the world.

“We have been resilient –no one can defy gravity but thenumbers we saw last week weare really proud of.”

Imagine’s MD Damian Buttadded: “We are very pleasedwith the latest ABC resultsbecause it confirms what we

already knew – that Play is thecountry’s bestsellingindependent PlayStation magand X360 is the UK’s leadingindependent 360 magazine.

“Both are core to Imagine’ssuccessful gaming portfolio.Together with the 22 per centperiod-on-period rise for 360magazine, Imagine now sellsover 34,000 Xbox publicationsa month. And unlike some,our performance doesn’t seemto be affected by the snow.”

Uncooked’s single 360 magmay have been up, but thefirm told MCV that it wants tofurther invest in distribution toboost the circulation of 360Gamer and its new PlayStationmag, Play*Gamer.

“360 Gamer’s ABC result isa new high for the three-weeker,” said Uncooked salesdirector Tarik Alozdi.

“Play*Gamer wants toperform better and luckilywe’ve had good support early

on. This has meant investmentin distribution recently. Wehope to see the result of thatduring the coming months.

“We’ve been pushingforward with developing ourdistribution this past 12 months.You should find the Gamermagazines everywhere youexpect to see them, as well assome places you wouldn’t.”� Turn to page 17 for an in-depth roundtable piece on thestate of play for games media


MEDIA NEWS

ABC Figures: Video Games Guide


Future, Imagine and Uncooked defiant amidst readerships slips � ‘We’re beating market trends,’ say bosses

Publishers bullish following ABCs

”James Binns, Future

If you compare us to themen’s lifestyle markets wehave outperformed the Zoosand FHMs of the world.“ James Binns (right), Tarik Alozdi (middle) and Damian Butt (left) are proud of their ABC performance

MULTI-FORMAT CONSOLE Total Multi-Format magazine sector

� 83,333 (down 8.9% year-on-year from 91,515)

GamesMasterFuture Publishing

� 34,313(down 16.2% on last reported 40,940)

EdgeFuture Publishing

� 29,007 (up 0.4% on last reported 28,898)

GamesTMImagine Publishing


NINTENDO Total Nintendo magazine sector


Official Nintendo MagazineFuture Publishing

� 51,271 (down 12.8% on last reported 58,795)

N GamerFuture Publishing


SONY Total Sony magazine sector


Official PlayStation MagazineFuture Publishing

� 47,033 (down 12.3% from last reported 53,644)

PlayImagine Publishing


PSM3Future Publishing


XBOX Total Xbox magazine sector


Official Xbox 360 MagazineFuture Publishing

� 60,834(down 4.8% from last reported 63,908)

X360Imagine Publishing

� 26,532 (up 1.7% from last reported 26,092)

Xbox World 360Future Publishing

� 25,874(down 16.6% from last reported 31,030)

360 GamerUncooked Media


360Imagine Publishing


PC GAMESTotal PC games magazine sector

37,844 (down 26.7% year-on-year from 51,642)

PC GamerFuture Publishing


PC ZoneFuture Publishing



FUTURE UNVEILED FirstPlaythis week – the first interactivePSN-distributed show.

Now the firm is looking toforge publisher partnerships forexclusive content – and says itcan cover the download costsfor PlayStation Store content.

Usually, publishers anddevelopers offering games anddemos through the store haveto pay each time it’s downloaded– but when part of FirstPlaythere is no cost to them.

The weekly downloadableinteractive magazine includes

content produced by theOfficial PlayStation Magazineteam and is available nextmonth before rolling out acrossEurope later in the year. Itfeatures video reviews forgames and films, plus a guideto PlayStation Store content.

“It can be tricky to navigatethe PlayStation Store,” said

FirstPlay publisher RichardKeith. “FirstPlay will take youto the good stuff.”

He added: “There are twoopportunities for publishers:working with us on content,and advertising. For thecontent there’s a lot that will

be familiar – supplying footage,code and screens.

“But we are also looking towork with publishers – anddevelopers – on offering DLCthrough FirstPlay, whether that’sa demo, in-game item or add-on pack FirstPlay is a great wayto deliver content. And there’s

an added benefit – FirstPlaypicks up the download costs.”

FirstPlay otherwise featuressix pre-roll video slots. SaidKeith: “For advertisingFirstPlay offers the impact orTV but has online capabilitiesof tracking and clicking throughto Store and web content thatmeans it’s compelling foradvertisers and gamers.”Future: 01225 442244


MEDIA NEWS

‘FirstPlay covers costs forPlayStation Store content’by Michael French

Circulation figures from key games-related specialist, technology and lifestyle magazines

New interactive PS3 show from Future’s Official PlayStation Magazine will cut PSN fees

IGN UK’S managing directorJustin Keeling has left theFox-owned media giant.

He joined the firm in 2006,having held roles at G4 TVand BBC Worldwide.

“By mutual agreement,Justin Keeling has left his postas managing director IGN UK,and will be pursuing newcareer paths,” said IGNInternational MD Chris Ellis.

“We thank him for hiscontribution to the UKbusiness and wish him well inhis future endeavours.”IGN: 020 3008 6020

Publishers can offer DLCthrough Future’s FirstPlay show

”Richard Keith, FirstPlay

We are looking to work withpublishers on offering DLCthrough FirstPlay – such as ademo or expansion pack.“

KeelingdepartsIGN UK

PC LEISURE Total PC Leisure magazine sector

� 52,326(down 17.8% year-on-year from 63,687)

Custom PCDennis Publishing


Windows The Official MagazineFuture Publishing


PC FormatFuture Publishing


FILM & VIDEOTotal Film & Video Reviews sector


GAMES-RELEVANT FILM HIGHLIGHTS:EmpireBauer Consumer Media

� 194,239 (up 0.1% on last reported 194,016, up 2.4% from

189,619 year-on-year)

Total FilmFuture Publishing

� 81,029 (down 4.7% from last reported 85,031, -5.8%

from 85,981 year-on-year)

MEN'S LIFESTYLE Total Men's Lifestyle magazine sector

� 2,312,709 (up 6.5% from 2,171,733 six months ago, but down

4.4% from 2,420,059 year-on-year)

GAMES-RELEVANT MEN'SLIFESTYLE HIGHLIGHTS:ShortlistShortlist Media


FHMBauer Consumer Media

� 231,235 (down 1.6% on last reported 235,027, -15.2% from


NutsIPC Media

� 176,835 (down 6.2% on last reported 188,532, -24.4%

from 234,034 year-on-year)

ZooBauer Consumer Media

� 102,043 (down 8.1% on last reported 111,012, -29.9% from


StuffHaymarket Consumer Media


T3Future Publishing


WiredConde Nast

48,275(new launch)

Front MagazineKane



NEWS


ONLINEThe publisher has optedagainst print or TV ads,instead viewing online as thebest media through which itcan tap into Strikeforce’starget audience.

Ads will appear across avariety of websites, includingspecialist gaming destinationsand numerous other portalsthat boast audiences similarto that of Dynasty Warriors.

There will also be directcommunications to theestablished Dynasty Warriorsfanbase, both through variousTecmo Koei websites andthe publisher’s officialFacebook page.

There will also bemessages through YouTube,Twitter and Tecmo Koei’s‘Koei Warriors’ community.

RETAILThe bulk of Tecmo Koei’smarketing spend will go toretail, spread across bothbricks-and-mortar storesand online outlets.

There will be a wide rangeof POS made available tofirms in order to give

Strikeforce maximumvisibility around launch.

Pre-order initiatives havealso been set up throughretail partners such as GAME,where consumers receive afree miniature figurine, andHMV, which is offeringexclusive in-game DLC.

OUTDOORTecmo Koei is supporting amultitude of consumer events,with the game made availableto the public in the form of ahands-on demo. Key eventsincluded the MCM Expo –both the London and Midlandsiterations – and Memorabilia.

CAMPAIGN OF THE WEEK

Tecmo Koei strikes at theheart of retail and onlinemedia to raise awarenessof its latest DynastyWarriors title…

RELEASED: OUT NOW

FORMATS: XBOX 360, PS3

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DOI Single Page updated4.indd 1 10/2/10 12:32:37

You’re positioning Final Fantasy XIIIas this quarter’s biggest gamelaunch. But isn’t this series typicallytargeted at hardcore gamers?The success of the Final Fantasy serieshas been built upon delivering greatgames to an ever-growing globalconsumer base who have become verydedicated to the franchise.

With Final Fantasy XIII not only doesthis continue, but through the build upactivities over the last 18 months it hasallowed us to connect to consumers whowere previously not Final Fantasy fans,hence broadening the franchise’s appeal.

The biggest game launch of thequarter... well I’ll let you be the judge ofthat, but we do know that Final FantasyXIII will be successful.

How is FFXIII being tailored to abigger audience?Outreach is key and from the get go weset out to make this an event ratherthan just another video game release.Witness the street date announcementcampaign for example, over one millionconsumers, gamers and non-gamersconnected to the experience within thefirst three days. They can see and feelsomething special is about to happen onTuesday, March 9th.

How is Leona Lewis’ involvementset to benefit the game’s launch?Leona Lewis has become a star in sucha short space of time and her appeal tothe ‘now generation’, plus her stylishclassy music, provided a greatopportunity to collaborate on FinalFantasy XIII. It has allowed us to reachout and touch consumers who maynever have heard of the franchise,which can only be a great thing.

Traditionally, every big Final Fantasycampaign takes full advantage of thegame’s visuals. Is that set tocontinue this time around?The visual experience is one of the main

Square Enix claims Final Fantasy XIII will be one of Q1’s biggest entertainment launches when it lands on March9th. Christopher Dring quizzes Larry Sparks, the publisher’s VP of brand for the PAL region, about the newgame, challenges faced when releasing Japanese titles in the West and the secret to succeeding on PSP…

Bright SparkMCV INTERVIEW

LARRY SPARKS, VP OF BRAND, SQUARE ENIX PAL REGIONS


SPARKS WILL FLY: Square Enix’sVP of brand hopes to broaden theappeal of the Final Fantasyfranchise this March

”Larry Sparks, Square Enix

Leona Lewis’ involvementallows us to reach out toconsumers who may havenever heard of Final Fantasy.“

13,14 MCV575_final:Layout 1 12/2/10 16:18 Page 1

benchmarks that has set the FinalFantasy series apart from other gamesout there. It continues with FinalFantasy XIII, but let the media andconsumers be the judge. Just read whatEdge magazine has quoted and youcan't get much better than that: ‘FinalFantasy XIII is, put simply, the best-looking game on PlayStation 3 yet.’

The Final Fantasy series has manydifferent strands, sequels,spin-off games and so forth.What sort of challengesdoes this present SquareEnix when it comes tomarketing?Successful entertainmentbrands can be multi-layered asa result of its own popularity. Carefulmanagement of the brand must remainat the heart and soul of its success andwith the Final Fantasy franchise wehave done just that.

Each brand extension requires clearmessaging – targeting each consumeraudience is critical. Get this right andthe positive results are there to enjoy foreveryone. It’s a marketing challenge, butalso a marketing dream.

How do you translate the success ofa big Japanese title, like FinalFantasy or Kingdom Hearts, to theUK market?It’s not just a challenge for the UK; it isthe whole Western market andtranslating the original success aroundthe globe.

First and foremost it has to be a greatgame; the rest is down tocommunication and building the

consumers interest in the brand. Youcan make it complicated but there is noneed. Careful implementation of yourstrategy is fundamental to it all.

How popular is Kingdom Hearts inthe UK currently? And what are yourambitions for the series over here?The Kingdom Hearts brand is massive inEurope as a whole. It is such awonderful and unique collaboration

between Square Enix and Disney. It notonly reaches out to the Disneyconsumers but reaches to the heart ofthe gamers as well. We will continue togrow the Kingdom Hearts brandthrough future releases.

Square Enix is one of just a fewpublishers that have enjoyed bigsales on PSP. What’s the secretbehind this success and what are

your thoughts on thePSP market at themoment?The PSP is a greatportable device, forboth disk-based anddigital content. Wecontinue to support this

platform and work within the marketconditions to ensure our softwarereleases are successful.

Crisis Core and Dissidia FinalFantasy have been successful releasesand we intend to continue this patternwith Kingdom Hearts Birth by Sleep.The brand, the quality of each game andcareful release timing, have allcontributed to previous successfulreleases on the platform.

MCV INTERVIEWLARRY SPARKS, VP OF BRAND, SQUARE ENIX PAL REGIONS


A MARKETING

FANTASYThe main Final Fantasy series hasalways benefited from a hugemarketing budget, and millions ofpounds is being spent on thelaunch of Final Fantasy XIII – with acampaign similar to ones usuallyreserved for blockbuster movies.

Central to the campaign is TV.Activity is set to appear onterrestrial stations as well asrelevant multi-channels fromMarch 1st and will continue overEaster and beyond.

The TV campaign is designed toreach a wide audience, with spotsbetween major football gamesincluding the Champions Leagueand FA Cup Quarter Finals on ITV,Premier League on Sky and EuropaLeague on ITV4 and Five. The firmis also making a huge investmentinto video-on-demand.

This, coupled with a national busside campaign, is due to reach 75per cent of the UK population.

In the press, Square Enix iscommunicating through thespecialist media to begin with andthen is broadening into lifestyleand national publications. This willinclude full page ads in Metro, and Shortlist.

The final component is retail,The publisher has set up extensiveretailer programmes, prepared in-store POS, a strategy guide and alimited edition collector’s set.

”Larry Sparks, Square Enix

The PSP is a great portabledevice – both disk-based anddigitally – and we willcontinue to support it.“

THE NEXT EVENT: Final Fantasy XIII arrives on Tuesday, March 9th and is set to be one of this quarter’s biggest video game launches


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IT HAS BEEN a challenging time forthe UK games media.

ABC figures and advertising revenuesare falling, forcing the specialists to seeknew ways to stay relevant in a marketthat has become increasingly mainstream.

But there’s no denying the sector isstill active, with new websites croppingup on an almost weekly basis – whilethe media giants continue to experimentwith technology, from the establishedpodcast and video review, to on-consolemedia and the upcoming iPad.

In this special roundtable, an array ofnames in games media discuss the roleof technology, the state of print mediaand the changing demands of gamers.

ON THE ABC FIGURES...James Binns,Publishing Director,Future Publishing:2009 was a tough yearfor games – many of usthought games were

recession resilient, and I’m not the onlyMCV reader that thought that.

Game mags are physical purchases.OXM is £6.49, and a lot of people buy it.When we benchmark our performance, ifyou compare us to men’s lifestyle we’veoutperformed the FHMs of the world.

We have been resilient – no one candefy gravity, but the numbers we haveseen we are really proud of.

But Future is more than magazines –we are a cross-media company and ouroffer gets better and better. We have coverdiscs and on-console media such as FirstPlay, and the Golden Joysticks had itsbest ever year. A lot of what media firmstalk about wanting to do, we already do it.

Tarik Alozdi, SalesDirector, UncookedMedia: 360 Gamer’sABC result is 18,527,which is a new high forthe three-weeker.

Play*Gamer wants to perform betterand luckily we’ve had good supportearly on. This has meant investment in

distribution recently. Hopefully we’ll seethe results of that in the coming months.

We’ve been pushing forward withdeveloping our distribution this past sixto 12 months. You should find theGamer magazines everywhere youexpect to see them, but they’ll also cropup in some places you wouldn’t. But wethink the circulation has worked hardbecause we’re being careful with theproduct. Yes it’s true, the Gamermagazines have been overlooked by theoccasional advertiser. But then again wehaven’t had to guarantee the wrongcover-features or too many covers to onepublisher, so we’ve got the freedom togo with what’s strongest for business.

Overall it’s nice to see the productstrengths are being noticed because thishelps us develop sales via all channels.One of these channels of course isdigital editions.

ON NEW FORMS OF MEDIA...James Binns: Our No.1objective on digital is togrow our web audience.It’s our number onemission – it’s moreimportant than other

things around that. We have a great array of good

podcasts, and we should launchsomething for iPhone in the coming

months, but the focus is growing thatweb audience and making a big deal ofour on-console media.

Anyone can make a podcast butgetting content onto an Xbox 360 orPlayStation 3, as FirstPlay does, issomething Future does a better job ofthan any competitor.

Rupert Loman, MD,Eurogamer: We buildall of our technology in-house, which means wecan adapt relativelyswiftly to changes in

users demands and tastes. Only a fewyears ago websites were little more than

Christopher Dringspeaks to the videogames press onemerging technology,falling ABC figures andthe importance of thespecialist press...

Pressing timesGAMES MEDIA FOCUS


Print media may be in decline butpublishers are bullish over theirlatest ABC figures, whilesimultaenously looking to growtheir online presence

17,18,19,20 MCV575_FINAL:Layout 1 15/2/10 16:37 Page 1

GAMES MEDIA FOCUS


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just news and features on a page – nowwe have to be experts at working withcommunities, multimedia, marketing,traffic analysis, events and so on. I thinkwe’ve managed to keep up with thetrends without getting distracted fromthe core offering – publishing greateditorial for our readers.

Alex Simmons, Editor-In-Chief, IGN UK:Used correctly, newtechnologies can oftenprove more effectivethan traditional methods.

If an iPhone app offers a unique servicethat represents value for time and money,it will succeed. That’s the thinking behindwhat we do at IGN – we’re not in thebusiness of jumping on a bandwagonsimply because it’s the next big thing, butif there’s a benefit to our users then we’lldo it. We’ve seen an increase in popularityof our video reviews in the last year, withusers wanting a quick two-minuteoverview of a game.

Adam McCann,Operations Director,VideoGamer: I thinkwell-produced podcastsmade in conjunctionwith content websites

are fantastic for providing readers withmore value. Also, with the rightchemistry, podcasts can be a great vehiclefor conveying the personalities of theeditors, which is essential for bringingpassionate and loyal users to a site.

Whilst many of these newtechnologies require a level ofinvestment to implement and maintain,if used in the right way, I believe theyare great tools to help grow theaudience of content websites.

VideoGamer.com was the firstcommercial gaming site to offerstreaming 720p HD video back inOctober 2008, and we’ve sinceincreased the quality of videos andoffered a download alternative for userson slower connections. In 2010, as wellas our community improvements, we’re

focused on increasing our viewership byoffering more in-house produced videosand an improved user experience acrossthe whole site.

Patrick Garratt, Editor,VG247: I think webvideo is mature and aproven financial success,and people haveexpected websites to

carry it for a long time. Podcasts, iPhoneapps and the like can provide greatvalue to the right user, but from abusiness perspective I wouldn’t put focuson them over providing good, usefulwritten content. I’m not convinced theright models are in place for them yet.

Guy Cocker, Editor,Gamespot UK: Videoand audio are incrediblypopular on GameSpotUK, and we’ve long beenpioneering in this area.

The GameSpot UK Podcast has been

”James Binns, Future

2009 was tough.Many believed gameswould be recessionresilient, and I’m notthe only MCV readerto have thought that.

“


GAMES MEDIA FOCUS


running since 2006, making it far andaway the longest-running major UKgames podcast, which is reflected inhigh-charting positions on the iTunesGames and Hobbies charts, as well asour inaugural Games Media Award win.

Likewise, our video showStart/Select combines features,previews, interviews and competitionsand has been running now for over twoyears, and has over 70 episodes.

ON WHAT TODAY’S GAMERSDEMAND FROM THEIR MEDIA...

Patrick Garratt: Theinternet is now presentin every aspect ofgaming, includinginformation – today’sgamer wants services,

not publications: we see the site as aservice. VG247 answers the question‘What’s going on?’ That’s a big draw forthe serious gamer and enthusiasticindustry employee. In reality, very fewsites do what we do.

Adam Doree, Director,Kikizo: I don’t think thegames media is going tochange drastically overthe coming years, there’sso much variety out

there right now. My business isconcerned with catering to those whowant to talk to gamers. Addressing theirmarketing needs is the key to makingsure we stay around to tell gamers whyVirtua Fighter’s better than Tekken.

Alex Simmons: Theway we all consumeinformation has changedover the last five yearsand the rise of Twitter,blogs and other methods

of communication has led to a desire formore immediacy. Providing daily updatessimply isn’t enough any more and thehunger for more information deliveredin a timely fashion has led to the wayIGN thinks about – and delivers –round-the clock news and opinion.

Adam McCann: What’sbeen very clear to me isan increasing expectationby users to easily findcontent that’s relevant tothem. Long gone are

read-only style websites, in order to stayahead of the curve now publishers needto embrace customisation and usergenerated content. Facebook has done awonderful job of showing us what ispossible from a user interfaceperspective, and I think we’re going tobe seeing some fantastic revolutions inthe way video game sites cater for theiraudiences in the coming years.

Damian Butt,Managing Director,Imagine Publishing: Idon’t think the needs ofgamers have changedfundamentally – they still

want reviews and opinion they can trust,written well, and by professionals whohave direct contact with the developers of

”Pat Garratt, VG247

The internet is nowpresent in everyaspect of gaming.Today’s gamer wantsservices, notpublications.

“


GAMES MEDIA FOCUS


the games they are looking forward to.The only difference in the last few yearshas been the speed of the updates andthe thirst for more information insmaller chunks to complement theirfavourite magazine.

We have launched NowGamer.com –our main video games multiformatwebsite – which is doing extremely wellconsidering it’s less than a year old andis up against some formidable long-standing competition.

I’m really impressed with thepublishers who have supported us so far.We also have the NowGamerNetwork, aflotilla of specialist gaming websites,which includes many of our mostsuccessful print brands, and eachcontaining lively team blogs, videos,daily news, podcasts, and reader forums.But most importantly, we have not letthe quality slip of our print magazineand books, as our competitors have.

Imagine magazines, despite therecession, are still as high quality as theywere when we formed in the companyin 2005, and we haven’t taken the easyoption of dropping the paper quality justto save a few quid. Quality is everythingwhen you have a loyal fanbase.

Guy Cocker: Using ourin-house analysis toolGameSpot Trax we cansee exactly howaudience behaviour haschanged over the last

few years. What we have seen is thatregistered users still account for a greatdeal of activity, making the PC, 360 andPS3 platform channels the most popular.

At the same time, we’ve seen a greatinterest in more casual platforms such asWii and mobile, and have had greatsuccess with ‘Getting Started’ guideswith these audiences. Our users are alsohighly engaged with interactive features.

We’ve adapted to these changes byimplementing a light registration schemeand integrated Facebook Connect intothe site, resulting in a ten per centuptake of registered users since Q12009. We’ve also introduced a mobilechannel, reviewing games on the iPhoneand iPod Touch among others.

We’ve recently integrated with keypartners such as Raptr, allowing users tosee a graph of online activity for gameson platforms such as Xbox Live.

ON THE IPHONE AND IPAD...Rupert Loman: TheEurogamer iPhone app iscool because it helps keepusers involved withEurogamer at all times.They can view articles

when offline – for example, when theyare on the underground. It’s fast to loadand they can watch videos on the move,too – which you can’t do via the regularwebsite on iPhone.

Damian Butt: Our newlylaunched iPhone and iPaddigital editions are notonly first for the gamesindustry, but they expandImagine’s reach into the

homes of people who have never before

seen one of our magazines – apotentially huge audience of 75 millionpeople worldwide.

Due to the practicalities of magazinedistribution, in the past only a small

number of gamerscouldexperience ourmagazines firsthand – the oneswho live nearthe shops whereour magazinesare stocked.But nowanyone canenjoy Play,Games TM,360, Retro

Gamer, X360or PowerStation if they have an iPhone,iPod Touch or iPad.

It’s very exciting, and ourcollaboration with PixelMags is alreadyproducing some truly exciting results.But, and it’s an important point, I do notbelieve these digital initiatives willentirely replace our print magazines.The loyal readers who buy Imaginemagazines at the moment do so becausethey appreciate the quality and feel of amagazine in their hands, and they wantto collect them.

Anyone who thinks specialist magsare being replaced by digital onesanytime soon is seriously naïve. Obviouslyfor newspapers and more disposablemagazines, it’s a different story.

Adam McCann: A lotlike podcasts, I thinkiPhone apps that act asmobile versions ofcontent websitesrepresent a great

opportunity for adding value to a site,and extending the brand to new people.In terms of generating a monetaryreturn from such apps, I think that’s farmore difficult at the moment. However,iPhone penetration is increasing rapidlyso I see a lot of potential in the future.

Tarik Alozdi: Digitalreplicas of mags havebeen around for a whilebut, from our perspective,commercially limiting.

But everyone seemsaware that come this spring they’ll startto get a lot more accessible and exciting.

The iPhone has installed itself in societyand is due a new phase of growth.There’s a high level of savvyness withthe app system already. Along with theiPad, it will provide an excellent platformto market and sell digital Gamermagazines, and really useful ways formarketers to talk to the right consumer.

ON THE MAINSTREAM PRESS...James Binns: Thebroader media stilldoesn’t give games therespect it deserves – partof me wishes it did, andwe champion it when

that happens – but their reluctanceserves us pretty well.

There aren’t many people talkingabout games on TV or radio so much.

General media owners put outoccasional releases saying they’re goingafter gamers. What that means is theyput Flash games on a site and start ringingaround a bit. But I don’t think the job ofexplaining games, especially those biggames, is done well at all by the generalmedia. It’s great that Modern Warfare 2got picked up a lot by Nuts and Zoo butI don’t think that media does a good jobof explaining gameplay, launching newIP, getting behind things or sticking upfor them when things get hard.

ON WEBSITES AND MAGAZINESDEDICATED TO INDIVIDUALGAMES AND GENRES...

Rupert Loman: Havingdedicated editors forindividual areas meanswe can produce moretargeted, credible andinformed coverage for our

readers as well as attract new users. Italso allows us to clearly identify whichusers are interested in certain topics.Having content in separate channels helpsus to target advertising more effectivelyas well – so it’s a win-win situation.

Adam Doree: Most gamesites have the ability totarget PS3 or Xbox users,but media buyers tend tobe picky, and if they wantto target just FPS fanatics,

now they can. I think it’s unbelievablethere were no FPS focused game sitesuntil we launched FPSgamer.com,considering there are tonnes of sitesdedicated to other popular genres.

The UK games media aretargeting gamers throughApple’s iPhone and iPad


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VideoGamer.com expands website teamRabbitt and Ridler boost Pro-G � GAME Group names new board member � Double hires for Lightning Fish

Sponsored by

GAME � The retail Group hasnamed DAVID MANSFIELDas the newest non-executivedirector on its Board. He willstart the role in April.

Mansfield currently works asthe chairman of Radio JointAudience Research and directorof Ingenious Media.

He has previously worked aschief executive of GCap Media– formerly known as CapitalRadio – as well as regionalbroadcasters Thames Televisionand Scottish Television.

He has been a non-excutivedirector at Carphone Warehousesince 2005, and will retire fromthis position in March.

“We are delighted to welcomeDavid Mansfield to our Board,”said GAME Group chairmanPETER LEWIS.

LIGHTNING FISH � The UKdeveloper has added two newmembers to its team, withNICK COURT taking up therole of senior product managerand SAM STEVENS joining aslead video editor.

Court has previously workedat studios such as BroadswordInteractive and MicroProse.

Stevens joins from the TVindustry, having racked upeight years of experience at theBBC, ITV and Sky Sports.

PRO-G � The publisher ofpopular online games portalVideoGamer.com hasannounced two hires for itswebsite team.

JOEY RABBITT joins thesite’s development team asdesigner, after a five-year stintat web design firm Createanet.He was responsible for thedesign and construction ofsites for notable clients such asIcon Movies and Lionsgate.

In his new role, he will beinstrumental in the ongoingdevelopment of VideoGamer,as well as new Pro-G Mediawebsites due to launch laterthis year.

Meanwhile ALEX RIDLERhas been named as the firm’snew content and communityadministrator, and will beresponsible for managing thecontinually expandingVideoGamer.com community.

Pro-G Media’s operationdirector ADAM MCCANN:“We’re delighted to have Joeyand Alex on board. We’re nowwell positioned to carry outour ambitious plans to furtherexpand Pro-G Media.”

Rabbitt (left) and Ridler (right) will help grow Pro-G’s websites

24 MCV575_final:46 MCV515 15/2/10 14:10 Page 1

RECOMMENDED GAMES � PRICE CHECK � CHARTS � NEW RELEASES

RETAILBIZ

ALICE IN WONDERLAND P28Disney’s companion title to the upcoming

Tim Burton film hits Wii and DS

SUPERSTARS V8 P30Tradewest continues the specialist racing

series with help from a celebrity driver

SUPERMODEL MAKEOVER P32Avanquest joins forces with YouTube star

Lauren Luke to storm the DS girls’ market

NEW RELEASES P34MCV provides a comprehensive list of all

upcoming releases in the UK

WITH THIS ISSUEWe take an in-depth look at Nintendo’s

super-sized DSi, which launches March 5th

OUT IN THE ‘FIELDThe popular Battlefield series returns to retail with BadCompany 2, a shooter set to dominate the modernwarfare space P26



RETAILBIZ: BATTLEFIELD: BAD COMPANY 2

BEFORE THE words ‘Modern’ and‘Warfare’ had even been combined,there was Battlefield. For years this PCseries has delighted fans of military FPStitles with its intense gameplay and epicmultiplayer modes.

The series made its Xbox360 and PS3 debut in 2008with Battlefield: BadCompany and two yearson, developer DICE isworking once more tocreate the ultimate modernwarfare game for both PC and console.

It’s a release that both Battlefield andFPS fans have been looking forward to,and publisher EA is confident itsaudience will not be disappointed.

“This is the sequel to a much-lovedmultiplayer experience for Bad Company,and is the latest foray into the consolemarket since the huge success of

Battlefield 1943,” says EA’s productmanager Will Graham.

“Where the first iteration’s single-player mode may have lacked the polishfound in the multiplayer, this is addressedfor Bad Company 2 to create a roundedexperience that will appeal to the

mainstream consumer. The multiplayeris also going to be a step forward – evenfor the developer, DICE – and will provethe team is leading the way in definingonline shooter warfare.”

The single-player experience onceagain sees players join the ranks of ‘B’Company, which has been sent on intosome of the world’s most dangerous

hotspots on a mission to prevent aglobal conflict. Gamers must use everyweapon and vehicle at their disposal ifthey’re to overcome the enemy forces.

They can also use the destructibleenvironments to their advantage. A keyselling point of the original, this mechanic

has been further refined forthe sequel so a well aimedgrenade or rocket can ripopen a building.

Enemies will soondiscover there is nowhereto hide as players obliterateany cover they try to use –

but this can also be used against gamers.Graham adds: “The Frostbite 2.0

engine offers a level of environmentdestruction that is second to none. Thismakes a big difference in both themultiplayer and the main campaign.

“The destruction element of theFrostbite engine offers the playersignificant choice and control in the

Electronic Arts takes thelong-running franchisefrom strength-to-strengthas the latest instalmentattempts to reclaim theFPS throne from ModernWarfare 2...

by James Batchelor

”Will Graham, Electronic Arts

There isn’t a developer outthere that competes withDICE in this space, and BadCompany 2 cements that.“

26,27 MCV575_final 12/2/10 16:27 Page 1

RETAILBIZ: BATTLEFIELD: BAD COMPANY 2


single-player campaign, driving a non-linear experience for the consumer.”

Of course, the most anticipatedelement of any Battlefield game is themultiplayer mode.

Once again, DICE has created hugesandbox arenas that feel more epic thanthe traditional claustrophobicdeathmatch arenas.

There is also a range of vehiclesavailable that take the conflict to anotherlevel. Gamers can either support theirteammates as a standard infantry soldier,or leap into a tank, jeep or helicopter togain more firepower.

“DICE is at the forefront of definingthe multiplayer and online vehiclewarfare space and has substantialpedigree in this area following manyyears of success,”Graham says.

“We genuinely believe there isn’t adeveloper out there that competes withDICE in this space, and Battlefield: BadCompany 2 is going cement that.

“The use of vehicles in Battlefield:Bad Company 2 sets it apart from thecompetition and no one else in theindustry does this better.

“This is also something the core arevery excited about: DICE’s history ofdelivering a multiplayer experienceutilising vehicles is something that setsit apart from anything else in themarket. It’s also an element that fitswith the increasing emphasis onmultiplayer for gamers in general.”

RECRUITMENT DRIVE

Electronic Arts is confident that BadCompany 2 will not only hold its ownagainst most rival shooters, it will evenbe able to stand up to the seeminglyindomitable Modern Warfare 2.

To realise this ambition, the publisherhas drawn up a major marketing plan(see ‘In The Field’ ) and is alreadypushing for pre-orders to ensure itcaptures the established Battlefield

audience.“We have significant pre-orders

already driven in part by the amazingassets that have been released fromDICE over recent months,” explainsGraham. “Both public and retailperception right now is high for BadCompany 2 – especially within theBattlefield fan base.

“Having hands-on and Beta releasesup to now has given the community ataste of what is to come and this hasbeen very well received across theboard. The reception of the Beta, andmore recently the release of the demo,gives us great confidence for a

IN THE ‘FIELD

Given Bad Company 2’s position asEA’s next major release, the publisherhas readied a comprehensivemarketing campaign that will targetfans of both the Battlefield seriesand first-person shooters.

� Print advertising will be focusedon the core market in the run up toBad Company’s launch with ads inspecialist gaming press.

� Closer to launch, print ads willthen extend into the more mainstreampress in order to drive awarenessacross a larger audience.

� The online campaign will befocusing on the core audience butforms a substantial part of thebudget. Ads will target not onlytraditional FPS shooter fans but alsothe significant established fancommunity surrounding DICE andthe Battlefield franchise.

� An extensive TV campaign will runaround the game’s launch, withspots targeting male gamers agedbetween 16 and 34.

� Retail will play a key role in theoverall campaign. A strong in-storepresence has already been establishedthrough the aggressive pre-ordersdrive that began in early December,with a range of POS to follow as therelease date draws nearer.

RELEASED: MARCH 5

FORMATS: XBOX 360, PS3, PC

PUBLISHER: ELECTRONIC ARTS

DEVELOPER: DICE

PRICE: VARIOUS

DISTRIBUTOR: CENTRESOFT

CONTACT: 0121 625 3388

26,27 MCV575_final 12/2/10 16:27 Page 2


RETAILBIZ: ALICE IN WONDERLAND

WHILE MANY movie tie-ins offer thesame experience on every format,Disney Interactive has developed acompanion game to the upcoming Alicein Wonderland movie, which offers adifferent experience oneach platform.

As can be expected, bothgames recreate the LewisCarroll-inspired antics of theforthcoming movie, itselfset up as a sequel to theVictorian novelist’s Alice’sAdventures In Wonderland andThrough The Looking Glass. The titlesinvite players to explore Tim Burton’svision of this famous fictional world,making it one of the most visuallystriking releases of the quarter.

“Alice in Wonderland is a magicaland imaginative twist on one of themost beloved stories of all time and theanticipation for both the game and themovie is huge,” says Disney Interactive’sUK marketing manager Steve Woodward.“We’re expecting big things for this title.”

“Once again Alice has fallen into therabbit hole – ten years later. The worldAlice knew – and forgot – no longer

exists as it once did.Players must take

control of their favourite characters fromthe movie. Each of the characters havetheir own special set of abilities and theplayer must use these to solve mind-bending puzzles and protect Alice fromthe Red Queen and her minions.”

Young fans of the fiction will enjoyplaying as some of Carroll’smost popular creations,such as The Mad Hatterand the Cheshire Cat, withtheir in-game powers tyingin with those of theirliterary counterparts. TheCheshire Cat, for example,

retains his ability to disappear and isnow able to take certain objects withhim, clearing the path for Alice.

However, the greatest selling point isthe unique graphical styles of both theWii and DS versions. While the Wii

Disney rolls out anothervideo game companionto its latest big screenblockbuster, completewith an equally ambitiousmarketing campaign...

by James Batchelor

”Steve Woodward, Disney

With the whole Walt DisneyCompany behind Alice,retailers can expect a stellarperformance from the game.“

28,29 MCV575_final 12/2/10 16:21 Page 1

RETAILBIZ: ALICE IN WONDERLAND


edition draws heavily from Burton’simagination, recreating the film’swarped take on Carroll’s Underland, thedeveloper has worked hard to make theDS edition stand out from the crowd.

“Alice in Wonderland on Wiifaithfully captures the movie look andfeel with stunning, avant-garde visualsand some of the most charismaticcharacters in history have beenbeautifully and colourfully recreated inthe game,” says Woodward.

“Players will be amazed by thegraphical quality we’ve managed toachieve and they’ll love taking controlof this diverse cast of characters, eachwith their own unique special abilities.

“More than simply a port from oneplatform to another, Alice inWonderland has been built specificallyfor both the Wii and DS respectively.

“The Wii captures the amazing visualstyle of the movie and features drop-indrop-out co-operative gameplay, whereasthe DS version has a really unique 2Dvisual style that looks nothing at all likethe movie, but is perfectly suited to theDS platform.

“Both gaming press and retailers haveloved what we’ve done with both thisand the Wii version.”

Hype is building behind the star-studded Alice in Wonderland movie,and Disney Interactive Studios is wellpositioned to capitalise on this with thegame. The publisher is once againcollaborating with other teams fromaround the Disney empire to ensure thesuccess of the game, the movie andevery other facet of the Alice brand –and it is confident the game will achievethe sales it deserves.

“Alice in Wonderland is certainly notyour typical tie in,” adds Woodward.“We’re hoping to capture theimagination of both gamers and fans ofthe movie. We’re anticipating anextremely positive reaction from themedia including core gaming mediasuch as the Official Nintendo Magazinewho has already embraced the DSversion. With the additional weight ofthe rest of the Walt Disney Companybehind the property, retailers can expecta stellar performance from Alice.”

CURIOUSERCAMPAIGN

As with its recent release ThePrincess and the Frog, DisneyInteractive Studios has been workingclosely with its parent’s Hollywoodarm in order to create a marketingplan that cross-promotes the entireAlice in Wonderland launch, includingthe movie, the game and more.

� There will be ads in trademagazines for the various industriesinvolved with the movie, game andmerchandising, supported by atargeted girls’ media print campaign.

� Online, Disney has set up anofficial Alice in Wonderlandfranchise website, which includes abespoke section dedicated to thevideo game.

� Elsewhere, there will be a socialmedia campaign running throughFacebook, with an interactive story-telling application and numerousthird-party partner promotions.

� A cinema trailer campaign will runbefore screenings of the film togenerate awareness and excitementamong movie-going fans.

� Disney Interactive Studios will berunning trade marketing supportwith its existing, traditionalcustomers, as well as working oncross-promotional trade activitythrough non traditional outlets –such as clothing, book and toystores – to tie-in with othermerchandising initiativessurrounding the film’s release.

RELEASED: MARCH 5

FORMATS: WII, DS

PUBLISHER: DISNEY

DEVELOPER: ETRANGES LIBELLULES

PRICE: VARIOUS


CONTACT: 0121 625 3388

28,29 MCV575_final 12/2/10 16:21 Page 2

WHEN IT COMES to racing games,hardcore fans have but one simplerequest: to feel what it is like to drivesome of the world’s fastest cars – or atleast for developers to recreate thatexperience as closely as possible.

While many studios can simply makeeducated guesses and add little tweaksto ensure each in-game vehicle handlesdifferently, the team behind the upcomingSuperstars V8: Next Challenge hassought the advice of someone who trulyknows the thrill of the track.

Championship driver Gianni Morbidellilends his experience to developerMilestone for this release, the follow-upto last year’s Superstars V8 Racing.

Tradewest is handling the game’s UKrelease on behalf of Black Bean Gamesand believes Morbidelli’s involvementwill be a better selling point than anyamount of vehicle licensing deals.

“Traditionally racing titles that focuson realistic track racing or licensed carsand franchises have a lot more going forthem,” admits Tradewest’s senior brandmanager Aidan Minter.

“But the fact that Morbidelli has beeninvolved with Superstars V8’sdevelopment this time around meansthat now more than ever, Black Bean islooking to get closer to their targetmarket, which is a very positive move.”

ITALIAN STALLIONS

Like its predecessor, Next Challenge isbased on the Italian SuperstarsChampionship tournament, a racingleague that only allows cars with V8engines to participate.

The game recreates all of thetracks, racers and vehicles involvedin the competition, ensuring fanswill be more than satisfiedby this authenticSuperstars experience.

While the tournamentmay not be as recognisableas the likes of Formula One,Minter is confident that thechampionship – and, byextension, the game – boastseverything a racing fan couldpossibly want from their newestrubber-burner.

“It’s the pinnacle of the powerhouse500 bhp touring cup class,” he says.“Manufacturers such as BMW, Audi,Mercedes and Maserati can be seen racingon some of the best circuits inthe world, from Imola toHockenheim.”

Players can pick theirfavourite vehicle and take onsix single-player modes, with

an additional fivedifficulty levels resulting

in plenty of challenge forveteran gamers.

As they progress throughvarious leagues, they can fine

tune the various engine partsand other components of their

chosen car to improve itsperformance, or simply take to thetrack and avoid the usual pit stops.

Each vehicle has been lovinglyrecreated in-game and boasts an

accurate damage system that

realistically recreates the effects of anyknock, scrapes or full-on collisions.

Real-time weather effects that changethe condition of the tarmac mean that

only the most skilled gamers will avoidcausing a pile-up.

All of these mechanics have beenoverseen by Gianni Morbidelli, whodrew on his years of racing experienceto help Milestone and Black Beanensure the game is as realistic aspossible. Not only will his seal ofapproval prove to be a strong sellingpoint, Tradewest is also hoping theveteran driver will be able to boost itsmarketing efforts.

“Black Bean has been working closelywith Morbidelli, which gives us a greatplatform to extend our PR reach withone-on-one interviews and an inside

look at the popular V8Superstars championship,”Minter says.

“The fact that he hasbrought his own expertise toadvise developer Milestonemeans that this year’sversion should be even more

competitive than last year.“We’ve also got an extensive preview

and review campaign across primarymotoring press, motorsport press andmen’s lifestyle.

“There will be online HD channeltakeovers and activity including podcastsponsorship with sites like Videogamer,and we’re even lining up competitionswith press to give away PS3 and Xbox360 consoles, V8 merchandise andcopies of the game.”

RETAILBIZ: SUPERSTARS V8: NEXT CHALLENGE


Tradewest Games andBlack Bean add some starpower to help promote anew entry in the SuperstarsV8 racing series...

RELEASED: FEBRUARY 26

FORMATS: XBOX 360, PS3, PC

PUBLISHER: BLACK BEAN

DEVELOPER: MILESTONE

PRICE: £39.99 / £29.99 (PC)

DISTRIBUTOR: TRADEWEST

CONTACT: 020 7456 0450

”Aidan Minter, Tradewest Games

Black Bean has bean workingclosely with Morbidelli, whichgives us a great platform toextend our PR reach.“

by James Batchelor

30 MCV575_final 12/2/10 16:32 Page 1

WWW.SEGA.CO.UK/GAMES/YAKUZA3

The million-selling Yakuza franchise comes to Europe and the PlayStation®3.

12 - 3 - 10 ORDER NOW FROM CENTRESOFT

0121 6253817 www.sega.co.uk

SEGA, the SEGA logo and Yakuza are either registered trademarks or trademarks of SEGA Corporation. © SEGA. “2”, “PlayStation”, “Ã” and À are trademarks or registered trademarks of Sony Computer Entertainment Inc. All rights reserved.

PPPPPrrreeemmmiiiiiuuummm 2222-dddddiiiiisssccc pppaaaccckkkkk,, wwwiiiitttthhhh bbbbooonnnuuusss gggaaammmeee cccooonnntttteeennntttt

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WHILE THE girls’ fashion genre maybe a rather crowded sector of the DSmarket, thanks to Nintendo’s StyleBoutique and the influx of Ubisoft’sImagine titles, Avanquest is confidentthat its latest release can still outshinethe competition.

Unlike rival titles, SupermodelMakeover boasts the expertise of averitable make-up guru: internetphenomenon Lauren Luke.

Originally making a name for herselfas panacea81 on YouTube, Luke is wellknown across the internet for heraccessible and expert make-up tutorials.

Her homemade videos have earnedher the attentions of over 350,000YouTube subscribers.

With more than 68 million YouTubehits under her belt, she is the most

subscribed channel in the UK – claimingmore views than SuBo.

The 28 year-old’s success has led onto the release of her new make-up rangeand book, as well as a regular beautycolumn in The Guardian.

AVANQUEST’S GAME FACE

Now Luke has teamed up withAvanquest to make SupermodelMakeover the mostenticing game of its typeon the DS.

“Lauren was heavilyinvolved in thedevelopment of this gameand we believe her inputand commercial success – coupled withthe popularity of our casual games range– will help elevate it above similarmakeover titles already available on themarket,” says Avanquest’s European

games director Simon Reynolds.“We are confident the game will

appeal to her established fanbase –which over the last year has helped herbecome the UK’s No.1 subscribedYouTube channel – as well as thetraditional younger makeover market.

“It’s a fun and interactive title withlots of genuine make-up and beauty tipsfrom Lauren.”

PASSION FOR FASHION

Supermodel Makeover featuresexclusive make-up tutorials from Luke,which must be put to use if playershope to win the 10 contests found in

game, ranging from Boho Babe to PromStyle and Disco Star.

Players will have toaccessorise their characterswith over 250 fashionableitems, such as sunglasses,jewellery and handbags. Theycan then save their best looksinto the built-in model

portfolio, which can be shared withother Supermodel Makeover owners.

There is also a range of bonusfashion-theme mini-games to enjoy,which offer relief from the contests.

RETAILBIZ: SUPERMODEL MAKEOVER


by James Batchelor RELEASED: OUT NOW

FORMATS: DS

PUBLISHER: AVANQUEST

DEVELOPER: MEDIA ARTS

PRICE: £19.99


CONTACT: 0121 625 3388

Avanquest’s latest fashion title aims to capture the girls market on DS with the help of a YouTube celebrity…

”Simon Reynolds, Avanquest

Lauren Luke’s input andcommercial success will helpelevate Supermodel Makeoverabove similar titles.“

32 MCV575_final 12/2/10 16:32 Page 1

TITLE FORMAT GENRE PUBLISHER TELEPHONE DISTRIBUTOR

Released: February 26

Format: Xbox 360, PS3, Wii,

DS, PC

Publisher: Sega

Distributor: Centresoft

Contact: 0121 625 3388

MUSTSTOCK ..............SEGA ALL-STARS RACING

The next instalment in the critically acclaimed Total War series arrives, alongside Sony’s hugely anticipated Heavy Rain.Also hitting shelves is Lips, Sonic & Sega All-Stars Racing, Alice in Wonderland, Battlefield and Final Fantasy XIII...

Napoleon sails onto High Street

Sonic & Sega All-Stars Racingbrings a multitude of iconicSega characters together forsome family-friendly kartingantics. Gamers tear up game-themed tracks in the battlefor first place, either insingle-player or a range ofmultiplayer modes.

Released: February 26

Format: PC

Publisher: Sega

Distributor: Centresoft

Contact: 0121 625 3388

Sega follows up on last year’schart-topping Empire: TotalWar with this brand newNapoleon-inspired edition.Players wage war around theworld, both on land and at sea,as they explore the conflictsthat took place during the lifeof Monsieur Bonaparte.

RETAILBIZ: NEW RELEASES

Check out MCVUK.COM/RELEASE-DATES for more


727 Captain PC Simulation Just Flight 0845 234 4242 MastertronicAdventures To Go PSP Adventure Zushi 01279 822800 GemAnno 1404 Venice Add-on PC Strategy Ubisoft 01279 822800 GemDiscover Arabia PC Simulation First Class Simulations 01869 338833 OpenHeavy Rain PS3 Adventure Sony 0121 625 3388 CentresoftLips: Party Classics XBOX 360 Music Microsoft 01279 822800 GemMight And Magic: Clash Of Heroes DS Puzzle/RPG Ubisoft 01279 822800 GemNapoleon: Total War PC Strategy Sega 0121 625 3388 CentresoftSky Crawlers: Innocent Aces Wii Action Namco Bandai 0121 506 9585 AdvantageSled Shred Wii Sports South Peak 0121 625 3388 CentresoftSonic & Sega All-Stars Racing DS / Wii / PS3 / XBOX 360 Racing Sega 0121 625 3388 CentresoftUndead Knights PSP Action Tecmo Koei 01462 476 130 OpenWay of the Samurai 3 PS3 / XBOX 360 Action Rising Star Games 0845 234 4242 Mastertronic

Alabama Smith: Escape From Pompeii PC Casual S.A.D 01582 436043 PlayVAlice In Wonderland DS / PC / Wii Action Disney Interactive 0121 625 3388 CentresoftAround The World In 80 Days DS Puzzle S.A.D 01582 436043 PlayVAssassin's Creed II PC Action Ubisoft 01279 822800 GemBattlefield: Bad Company 2 XBOX 360 / PS3 / PC FPS EA 0121 625 3388 CentresoftDefendin De Penguin DS Action Zushi 01279 822800 GemDiscover Great Britain PC Simulation First Class Simulations 01869 338833 OpenGourmania PC Casual S.A.D 01582 436043 PlayVImagine Journalist DS Imagine Ubisoft 01279 822800 GemJewels Of Sahara DS Puzzle City Interactive 0845 362 7769 TrilogyMachinarium PC Casual Mamba Games 01273 202220 LaceMagic Encyclopedia PC Casual S.A.D 01582 436043 PlayVPet Show Craze PC Casual S.A.D 01582 436043 PlayVPicross 3D DS Puzzle Nintendo 0870 027 0985 KochSacred 2: Gold PC RPG Deep Silver 0870 027 0985 KochSilent Hill: Shattered Memories PSP / Wii / PS2 Survival Horror Konami 0208 987 5706 OpenSilent Hunter 5 PC Action Ubisoft 01279 822800 GemSupreme Commander 2 PC Strategy/Action Square Enix 020 8987 5730 Open

Final Fantasy XIII PS3 / XBOX 360 RPG Square Enix 020 7324 5200 Open

Avalon Code DS RPG Rising Star Games 0845 234 4242 MastertronicBallerina Wii Simulation Deep Silver 0870 027 0985 KochBen 10: Alien Force: Vilgax Attacks PSP / DS / Wii / PS2 / 360 Action/Adventure D3Publisher 0208 222 9700 Namco Bandai Dawn Of War II: Chaos Rising PC Strategy/Action THQ 0121 506 9585 AdvantageDawn Of War II: Gold PC Strategy/Action THQ 0121 506 9585 AdvantageDawn Of War II: GOTY Ed PC Strategy/Action THQ 0121 506 9585 AdvantageM.U.D TV PC Strategy Kalypso Media 0121 506 9585 AdvantageMonster Pals DS / Wii Action Zushi 01279 822800 GemResident Evil 5: Gold Pack XBOX 360 / PS3 Survival Horror Capcom 0121 625 3388 CentresoftYakuza 3 PS3 Action Sega 0121 625 3388 Centresoft

A4 Pacific Class PC Simulation Just Flight 0845 234 4242 MastertronicArt Of Murder Wii Adventure City Interactive 0845 362 7769 TrilogyBlazBlue: Calamity Trigger PS3 / XBOX 360 Fighting Zen United 0121 625 3388 CentresoftCombat Of Giants: Mutant Insects DS Action Ubisoft 01279 822800 GemCommand & Conquer 4: Tiberian Twilight PC Strategy EA 0121 625 3388 CentresoftDancing on Ice Wii Simulation Ghostlight 01376 555 333 OpenDigitars: Magnificent Flying Funfair DS Mini-games Ghostlight 01376 555 333 OpenDragon Age: Origins – Awakening XBOX 360 / PS3 / PC RPG EA 0121 625 3388 Centresoft

FEBRUARY 26th

MUSTSTOCK .................NAPOLEON: TOTAL WAR

MARCH 5th

MARCH 9th

MARCH 12th

MARCH 19th


ARE GAMES RETAILERS TRULYOUT OF THE RECESSION YET?

WHILE THE Office of National Statisticsmay have declared the recession to beofficially over in the UK last month, asignificant portion of the industry agreewith publishers such as Activision,Codemasters and Rising Star: we’re notout of the woods yet.

Echoing comments made to MCV by thethree publishers two weeks ago, a whopping

79 per cent of participants in our latestonline survey believe games retailers arenot free from economic strife.

Another 11 per cent are optimistic thatthings will begin to rebuild from here onout, while the remaining tenth of voterswere sat on the fence.� Take part in MCV’s next poll atwww.mcvuk.com

POLL

REVIEW SCORES

MCV provides the most important average review scoresof the last few days – all sourced from Metacritic...

*Metacritic scores correct at the time of going to press

Bioshock 2,

360, 2K Games

89%MX Vs ATV Reflex,

PS3, THQ

77%Phantasy Star Zero,

DS,Sega

76%Dante’s Inferno,

PS3, EA

75%

MARGIN MAKER

93%

MASS EFFECT 2FORMAT: 360 DEVELOPER: EA BIOWARE PUBLISHER: EA1

LAST WEEK TITLE/FORMAT PUBLISHERTHIS

WEEK

2 2 MAG PS3 SONY

3 DANTE’S INFERNO PS3 EA

4 DANTE’S INFERNO 360 EA

5 9 COD: MODERN WARFARE 2 PS3 ACTIVISION BLIZZARD

6 3 MAG: COLLECTOR’S EDITION PS3 SONY

7 4 COD: MODERN WARFARE 2 360 ACTIVISION BLIZZARD

8 FOOTBALL MANAGER 2010 PC SEGA

9 MASS EFFECT 2 PC EA

10 THE SIMS 3: DESIGN & HIGH TECH STUFF PC EA

Charts compiled by Game Guide/CompleteEPOS Solutions. For more information aboutComplete EPOS Solutions call 01543370002. For more information about theGame Guide call 01606 836347.

Heavy RainPS3 Sony

1 2 3 4 5

INDIE CHARTS - ALL FORMATS

Gamers can save£85 when they buya 250GB PS3 Slimwith BioShock 2and Uncharted 2 atGAME for £289.99.

DEAL OF THE WEEK

The Nyko Charge Station Quad allows Wiiowners to safely store and charge four WiiRemotes simultaneously.

Gamers simply plug the special batterypacks included with the station into theRemote and slot them into one of the fourcharging slots, with indicator lightssignifying when the battery is full.

Each of the rechargeable batteries lastsup to 25 hours, and comes with a colouredbattery hatch.

The hatches feature a special rubberised,textured grip to ensure the Wii Remotedoesn’t slip from a player’s hands during aheated gaming sessions.Interactive Ideas: 020 8805 1000

11%Yes

79%No

10%Let’s Wait And See

Sponsored by

OPM Response LtdTel:+44(0)1206 214421

www.opmjobs.com

Immediate opportunities in games:Production Account Management

Licensing MarketingFinance Sales

HR PRPlease apply to [email protected] or call 01206 214417

RETAILBIZ: HIGH STREET


NEW

NEW

NEW

NEW

RE

36,37 MCV575_final 12/2/10 16:30 Page 1

HEAVY RAINPS3SONY

[PRE ORDERS]

2. FINAL FANTASY XIIIPS3 ............................................................SQUARE ENIX

3. GOD OF WAR IIIPS3 ......................................................................SONY

4. ALIENS VS PREDATOR360 ......................................................................SEGA

5. BATTLEFIELD: BAD COMPANY 2360 ..........................................................................EA

6. FINAL FANTASY XIII360 ............................................................SQUARE ENIX

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

8. GTA: EPISODES FROM LIBERTY CITYPS3 ................................................................ROCKSTAR

9. ALIENS VS PREDATORPS3 ......................................................................SEGA

10. YAKUZA 3PS3 ......................................................................SEGAWeek ending February 12thSource: SHOPTO.COM

TOP 10

[PRE ORDERS]

2. ALIENS VS PREDATORPC ........................................................................SEGA

3. ALIENS VS PREDATOR360 ......................................................................SEGA

4. FINAL FANTASY XIIIPS3 ............................................................SQUARE ENIX

5. ALIENS VS PREDATORPS3 ......................................................................SEGA

6. HEAVY RAINPS3 ......................................................................SONY

7. FINAL FANTASY XIII: LIMITED ED.PS3 ............................................................SQUARE ENIX

8. GRAN TURISMO 5PS3 ......................................................................SONY

9. GOD OF WAR IIIPS3 ......................................................................SONY

10. NAPOLEEON: TOTAL WAR - IMPERIAL EDPC ........................................................................SEGAWeek ending February 12thSource: PLAY.COM

TOP 10BATTLEFIELD:BAD COMPANY 2PCEA

Sponsored by

IN STORE: MILTON KEYNES

ONLINE

£39.70 £39.70 £24.70 £25.99 N/A

£37.71 £39.71 £24.00 N/A NA

£39.99 £39.99 £29.99 £39.99 £29.99

£29.99 £39.99 £29.99 N/A N/A

£34.49 £39.99 £24.99 £29.99 £24.99

£34.99 £37.99 £24.99 £34.99 £29.99

£34.49 £37.73 £27.87 £44.99 £24.73

£34.45 £37.75 £23.95 £29.95 £24.95

Dante’s InfernoPS3, EA

Princess and the FrogDS, Disney

d

m

RETAILBIZ: HIGH STREET


What makes your store unique? We’ve been trading for 25 years – since theAtari 2600 days. We employ knowledgeablestaff who, unlike the drones in certain retailers,aren’t programmed to sell absolutely everythingfrom guidebooks to keyrings.

What has seen disappointing sales? PSP, Wii, and DS are all rife with piracy so noteven Mario or Zelda can shift units on thoseformats. PSP is just as dead as the dodo, andthe only time the DS sells is if little Timmy getsa brand new R4 for his birthday.

DSi has to be the biggest waste of time sincethe GBA Micro. Two cameras and a link toFacebook isn’t what I would call a step forwardin handheld gaming.

Everything you would expect to sell is stillsat on the shelves. MAG, Army Of Two, Bayonetta:games that have scores slapped across the boxjust aren’t selling. If it doesn’t end in ‘Of Duty’or ‘Of Warcraft’ then it’s just going to sit there.

What are the biggest challenges you face? Figuring out new ways to bring footfall into thestore. We have a rental side to the business sowe are looking at new and creative ways ofbringing in more custom.

This week, we speak to SholingVideo’s Dan Scammell...

Bioshock 2360, 2K Games

FROM THE FRONTLINE

PRICE CHECK

“If it doesn’t end in ‘OfDuty’ or ‘Of Warcraft’, it

isn’t going to sell.”

Star Trek OnlinePC, Atari

FF: Crystal BearersWii, Square Enix

36,37 MCV575_final 12/2/10 16:30 Page 2

NINTENDO DS [FULL PRICE]THIS WEEK

LAST WEEK TITLE PUBLISHER

2 4 MARIO & SONIC: WINTER OLYMPIC GAMES SEGA

3 5 PROFESSOR LAYTON: PANDORA’S BOX NINTENDO

4 3 DR KAWASHIMA’S BRAIN TRAINING NINTENDO

5 9 ZELDA: SPIRIT TRACKS NINTENDO

6 2 MARIO KART DS NINTENDO

7 8 TAKE A BREAK’S PUZZLE MASTER UBISOFT

8 15 STYLE BOUTIQUE NINTENDO

9 7 PROFESSOR LAYTON: CURIOUS VILLAGE NINTENDO

10 6 MYSTERY STORIES GSP/AVANQUEST

WII [FBUDGET PRICE]THIS WEEK


JUST DANCEDEVELOPER: UBISOFT (FRANCE) PUBLISHER: UBISOFT


BIOSHOCK 2FORMAT: XBOX 360, PS3, PC DEVELOPER: 2K MARIN PUBLISHER: 2K GAMES

PC CD-ROM [FULL PRICE]THIS WEEK


2 2 FOOTBALL MANAGER 2010 SEGA

3 5 THE SIMS 3 EA

4 6 THE SIMS 3: WORLD ADVENTURES EA

5 1 STAR TREK ONLINE ATARI

6 3 MASS EFFECT 2 EA

7 4 S.T.A.L.K.E.R. CALL OF PRIPYAT KOCH MEDIA

8 7 COD: MODERN WARFARE 2 ACTIVISION BLIZZARD

9 9 DRAGON AGE: ORIGINS EA

10 8 WOW: WRATH OF LICH KING ACTIVISION BLIZZARD

[ENTERTAINMENT - ALL PRICES]

OFFICIALUKCHARTS[1]

[2]

[3]

BIOSHOCK 2DEVELOPER: 2K MARIN PUBLISHER: 2K GAMES

WII [FULL PRICE]THIS WEEK


WII SPORTS RESORTDEVELOPER: NINTENDO PUBLISHER: NINTENDO

2 2 NEW SUPER MARIO BROS WII NINTENDO

3 3 MARIO KART WII NINTENDO

4 4 MARIO & SONIC: WINTER OLYMPICS SEGA

5 6 FIFA 10 EA

6 14 RABBIDS GO HOME UBISOFT

7 5 JAMES CAMERON’S AVATAR UBISOFT

8 9 F1 2009 CODEMASTERS

9 8 COD 4: MODERN WARFARE ACTIVISION BLIZZARD

10 11 ENDLESS OCEAN 2: DEEP NINTENDO

[5]

RETAILBIZ: RETAIL CHARTS


Check out RETAILBIZ at WWW.MCVUK.COM

THIS WEEK

NEW SUPER MARIO BROSDEVELOPER: NINTENDO PUBLISHER: NINTENDO

1

2 2 WII FIT PLUS NINTENDO

3 3 WII PLAY NINTENDO

4 10 PEPPA PIG: THE GAME P2 GAMES

5 9 FERRARI CHALLENGE SYSTEM 3

6 5 EA SPORTS ACTIVE EA

7 4 SUPER SMASH BROS: BRAWL NINTENDO

8 12 ULTIMATE RED BALL CHALLENGE KOCH MEDIA

9 6 INDIANA JONES: STAFF OF KINGS LUCASARTS

10 15 UP THQ

1

[4]

2 2 JUST DANCE Wii UBISOFT

3 5 FIFA 10 360, PS3, Wii, PS2, DS, PC, PSP EA

4 3 COD: MODERN WARFARE 2 360, PS3, PC, DS ACTIVISION BLIZZARD

5 6 WII SPORTS RESORT Wii NINTENDO

6 8 NEW SUPER MARIO BROS. WII Wii NINTENDO

7 9 WII FIT PLUS Wii NINTENDO

8 1 MASS EFFECT 2 360, PC EA

9 4 DANTES’S INFERNO PSP, 360, PS3 EA

10 36 BAYONETTA 360, PS3 SEGA

11 17 MARIO & SONIC: OLYMPIC WINTER Wii SEGA

12 10 JAMES CAMERON’S AVATAR 360, PS3, Wii, DS, PSP, PC UBISOFT

13 14 ARMY OF TWO: THE 40TH DAY 360, PS3, PSP EA

14 MADDEN NFL 10 360, PS3, Wii, PS2, PSP EA

15 13 MARIO KART WII Wii NINTENDO

16 16 FORZA MOTORSPORT 3 360 MICROSOFT

17 15 LEGO BATMAN PC, DS, PS3, 360, Wii, PSP WARNER BROS

18 30 PEPPA PIG: THE GAME Wii, DS P2 GAMES/UBISOFT

19 12 ASSASSIN’S CREED II 360, PS3 UBISOFT

20 27 GRAND THEFT AUTO IV 360, PS3, PC ROCKSTAR

1

TOP 40ALL 1

1

RE


PSP [FULL PRICE]THIS WEEK


FIFA 10DEVELOPER: HB STUDIOS PUBLISHER: EA

PC CD-ROM [BUDGET PRICE]THIS WEEK


Highest New Entry

2K GAMES’ BioShock 2 surfaces at the top of the

charts, overtaking Mass Effect 2 as the biggest

release of 2010 so far.

The game is the first All Formats No.1 for Take-

Two since Grand Theft Auto IV in 2008. BioShock

is also the only new release this week to make it

into the Top 40.

Elsewhere, price promotions see several titles

leap up the charts, with a 53 per cent rise in

sales propelling FIFA 10 up to No.3 and Bayonetta

climbing from No.36 to No.10.

EA’s Madden NFL 10 reappears at No.14, driven

no doubt by the hype surrounding this year’s

Super Bowl.

Mass Effect 2 suffered a 58 per cent decline in

sales, pushing it down to eighth, while Dante’s

Inferno also saw a severe drop, falling to No.9.

[email protected]

[ANALYSIS]

SIMS 3: DESIGN & HIGH-TECH STUFFDEVELOPER: THE SIMS STUDIO PUBLISHER: EA

2 2 ASSASSIN’S CREED FOCUS

3 4 WOW: BATTLE CHEST ACTIVISION BLIZZARD

4 8 MYSTERY IN LONDON: JACK THE RIPPER FOCUS

5 3 THE MYSTERY OF THE CRYSTAL PORTAL GSP/AVANQUEST

6 12 AGE OF EMPIRES III MICROSOFT

7 9 SNIPER: ART OF VICTORY CITY INTERACTIVE

8 11 WORLD OF WARCRAFT ACTIVISION BLIZZARD

9 7 CHAMPIONSHIP MANAGER 2010 EIDOS

10 HIDDEN EXPIDITION: DEVIL’S TRIANGLE FOCUS

PS3 [FULL PRICE]THIS WEEK




3 4 FIFA 10 EA

4 2 DANTE’S INFERNO EA

5 13 BAYONETTA SEGA

6 1 MAG SONY

7 5 UNCHARTED 2: AMONG THIEVES SONY

8 7 ARMY OF TWO: THE 40TH DAY EA

9 6 ASSASSIN’S CREED II UBISOFT

10 8 JAMES CAMERON’S AVATAR UBISOFT

XBOX 360 [FULL PRICE]THIS WEEK



2 1 MASS EFFECT 2 2K GAMES


4 5 FIFA 10 EA

5 4 FORZA MOTORSPORT 3 MICROSOFT

6 2 DANTE’S INFERNO EA

7 20 BAYONETTA SEGA

8 6 ARMY OF TWO: THE 40TH DAY EA

9 8 GTA: EPISODES FROM LIBERTY CITY ROCKSTAR

10 10 BORDERLANDS 2K GAMES [SO

UR

CE

](c

) E

LS

PA

, C

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piled

by C

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RETAILBIZ: RETAIL CHARTS


WEEK ENDING13/02/10

NEW

12 2 LITTLEBIGPLANET SONY

3 3 GRAN TURISMO SONY

4 5 ASSASSIN’S CREED: BLOODLINES UBISOFT

5 4 GTA: CHINATOWN WARS ROCKSTAR

6 6 FOOTBALL MANAGER 2010 SEGA

7 7 JAMES CAMERON’S AVATAR: THE GAME UBISOFT

8 8 DISSIDIA: FINAL FANTASY SQUARE ENIX

9 10 YU-GI-OH! GX TAG FORCE 4 KONAMI

10 PRO EVOLUTION SOCCER 2010 KONAMI

21 22 BORDERLANDS 360, PS3, PC 2K GAMES

22 7 MAG PS3 SONY

23 24 UNCHARTED 2: AMONG THIEVES PS3 SONY

24 18 MX VS ATV REFLEX 360, PS3, DS, PSP THQ

25 26 NEW SUPER MARIO BROS DS NINTENDO

26 20 THE SIMS 3: DESIGN & HIGH-TECH STUFF PC EA

27 23 PES 2010 360, PS3, PC KONAMI

28 19 FOOTBALL MANAGER 2010 PC SEGA

29 28 DRAGON AGE: ORIGINS 360, PS3, PC EA

30 29 W II PLAY Wii NINTEND

31 33 NEED FOR SPEED: SHIFT 360, PS3, PC EA

32 37 DARKSIDERS 360, PS3 THQ

33 LEGO INDIANA JONES 2 360, PS3, Wii, DS, PS2, PSP, PC LUCASARTS

34 31 TIGER WOODS PGA TOUR 10 360, PS3, Wii, PS2, PSP EA

35 UP 360, PS3, Wii, DS, PSP, PS2, PC THQ

36 25 WWE SMACKDOWN 2010 360, PS3, Wii, DS, PS2, PSP THQ

37 PROFESSOR LAYTON: PANDORA’S BOX DS NINTENDO

38 21 OPERATION FLASHPOINT 2 360, PS3, PC CODEMASTERS

39 DARK VOID 360, PS3, PC CAPCOM

40 FERRARI CHALLENGE PS3, Wii, DS, PS2 SYSTEM 3

1

L FORMATS 1

1

RE

RE

RE RE

RE

RE


International Distribution Guide

TO ADVERTISE IN THE INTERNATIONAL DISTRIBUTION GUIDE

INTERNATIONAL DISTRIBUTION


AUSTRALIAAll Interactive.................Helensvale Town Centre

AUSTRIAKoch Media GmbH...............................Rottenmann

Play Art Multimedia Handels GmbH....Rankweil

BELGIUMHorelec S.A. ...........................................Bruxelles

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

BENELUX

GAMEWORLD Cornusbaan 1, 2908 KB Capelle A/D IJssel

Tel: +31 10 298 3838

Web: [email protected]

EBS BeneluxLorentzweg 1

3752 LH Bunschoten-Spakenburg

The Netherlands

Phone: +31 (0)33 201 21 00

Fax: +31 (0)33 201 21 01

E-mail: [email protected]

Website: www.ebs-benelux.com

CYPRUSGibareio.............................................................Nicosia

GOODTONESGREAT GAMES LTD1 Alkaiou Street / Office 1 /

Engomi / Nicosia 2404 / Cyprus

tel. +357 22 666612

www.greatgames.com.cy

DENMARK

GATEWAY DISTRIBUTION APSGateway Distribution ApS

+44 1279 408 665 (UK)

+45 7026 0870 (DK)

[email protected]

www.gatewaydistribution.dk

ESTONIAAndrico ..............................................................Tallinn

FINLANDPanvision Oy.......................................................Turku

FRANCEEMC GROUPE CASINO..........Croissy Beaubourg

INNELEC MULTIMEDIA45 rue Delizy,

93692 PANTIN Cedex, France

Email purchase: [email protected]

Email export sales: [email protected]

Tel: 00.33.1.48.10.55.55

SUPREME FACTORY439 avenue de la Gare

84470 Chateauneuf de Gadagne

Email : [email protected]

Phone : 0033 432 751 165

Fax : 0033 432 751 160

GERMANYGroß Electronic .......................................Rohrnbach

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

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

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

GREECECentric ...............................................................Athens

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

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

HUNGARYAntec .............................................................Budapest

ICELANDSena ................................................................Reykavik

INDIA

ISRAELHed-Arzi......................................................Or-Yehuda

ITALYCidiverte Spa ...............................................Gallarate

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

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

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

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

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

NETHERLANDSEBS-Benelux...........................................Bunschoten

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

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

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

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

NEW ZEALANDGamewizz..........................................................Albany

NORWAYPan Vision Norway.....................................Trollasen

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

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

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

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

POLANDCD Projekt Sp. z o.o......................................Warsaw

TECHLAND Sp. z o.o. ul. Jana Szczyrki 12,

54-426 Wroclaw, Poland


Web: www.techland.pl

Phone: +48 71 354 46 10

Fax: +48 71 354 46 10

PORTUGALecofilmes...............................Sao Joao Da Madeira

RUSSIAHitzona.............................................................Moscow

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

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

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

SERBIA

COMPUTERLAND DOOKumodraska 45

11000 Belgrade, Serbia

Tel:+381(0)11 309 95 95

Fax:+381(0)11 309 95 96

mail:[email protected]

website:www.computerland.rs

SINGAPOREReplay Interactive....................................Singapore

SOUTH AFRICAMidigital ..............................................Johannesburg

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

SPAINArdistel. S.L..................................................Zaragoza

Distribuciones Videográficas Digitales....MADRID

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

PLANETA DEAGOSTINI INTERACTIVE

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

Barcelona, Spain,

Tel: +34 93 492 08 89

[email protected]

www.planetadeagostini.net

DistribucionesVideográficas Digitales ....Madrid

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

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

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

SWEDENBergsala AB............................................Kungsbacka

GAME OUTLET EUROPE AB

PO Box 5083

S-650 05 Karlstad, Sweden

Phone: +46 54 854750

Fax: +46 54 854759


Website: www.gameoutlet.se

Panvision....................................................Stockholm

SIBA AB ...................................................Gothenburg

SWITZERLANDABC Software GmbH.......................................Buchs

TURKEYARAL Import..................................................Istanbul

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

UNITED STATES

BASCO, INC.VIDEO GAMES DISTRIBUTOR

Tel: 1-917-627-3000

Fax: 1-718-228-4401

Email: [email protected]

Web: www.bascodistribution.com


The International DistributionGuide is dedicated to promotingcompanies outside of the UK. Ifyou are looking for new customersoverseas, then look no further...

PLEASE CONTACT [email protected]

INTERNATIONAL DISTRIBUTION


U.S. GAMES DISTRIBUTION, INC.16700 Schoenborn St.

#2 North Hills, CA. 91343

Tel: +1 818 920 9393

[email protected]

www.usgamesdist.com

UAE

ALESAYI UNITED COMPANYVideo 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

E-Mail: [email protected]

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

Group Website: www.alesayi.com

PLUTO GAMESPO Box 10705, Office 103-104

Emirates Islamic Bank Building, Dubai, UAE

www.pluto-games.com

Tel: +971 4261 8111

Fax: +971 4261 8112

Modern Pluto Trading LLC...............Saudi Arabia

NXT Global LLC .................................................Dubai

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

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

JAPAN

Australia is edging closer to thecreation of an R18+ classification aspreliminary results from thegovernment’s public consultationshows the majority of citizens are infavour of the new rating.

The government opened theongoing debate surrounding thenation’s lack of a mature gamesrating to the public back inDecember. So far, more than 6,239submissions have been made,according to GameSpot.

Out of the 1,084 responses thathave been processed so far, only 11have been against the proposal tocreate an R18+ rating.

Submissions for this consultationare open until February 28th. Theresults will then be distributed toeach of Australia’s Attorney-Generalsto aid their decision on the matter. Aunanimous vote is required before anew rating can be passed as law.

� An Australian man who uploadedan illegal copy of New Super MarioBros Wii to the internet before thegame went on sale has agreed to payNintendo $1.3m in compensation.

Nintendo argued that the man –who has been named as James Burt– breached copyright and cost theplatform holder thousands of sales.

“It wasn’t just an Australian issue,it was a global issue,” Nintendo’sAustralian MD Rose Lappin told TheSydney Morning Herald.

“There were thousands andthousands of downloads, at a majorcost to us and the industry. But it’snot just about us. It’s about retailersand if they can’t sell the games, thenthey have to bear the costsassociated with that.

“Once it’s on the internet it’sanyone’s really.”

Nintendo said when it discoveredthe game was online, it usedcomputer forensics experts toidentify the individual responsible.

Darksiders, Dante’s Inferno andGod of War 3 share more in commonthan just gameplay styles and asimilar release window – their heavy

INTERNATIONAL NEWSdose of religious referencingis likely to see all three skip arelease in the Middle East.

Speaking about Dante’s Inferno,EA stated that is had “decided notto release Dante’s Inferno in theMiddle East after an evaluationprocess which is based onconsumer tastes, preferences,platform mix and other factors”,according to GamesLatest.

Similar concerns have alreadyled to THQ’s Darksiders beingblocked from release in the regionby the UAE’s National MediaCouncil, though the regulatornever officially stated the reasonsfor its decision.

The original God of War wasalso banned by the UAE, andwhilst there’s not yet been officialword concerning God of War III, arelease is looking quite unlikely.

Middle Eastern gamers lookingfor a dose of high quality third-person hack ‘n’ slash action are, atleast, able to get their hands onSega’s Bayonetta.

Square Enix’s cherished RPG seriesDragon Quest has once again livedup to the hefty expectations placedupon it in the publisher’s homelandwith news that Dragon Quest VIsold nearly one million copies onits first week of release.

The title is actually a remake ofthe mid ‘90s SNES classic, whichhas been revamped for Nintendo’scurrent handheld.

In total it shifted just over900,000 units at retail, far ahead ofsecond place Resonance of Fate,which sold 118,000.

Sony’s ambitious online shooterMAG sneaked into the top ten onits first week, despite the genre’srelative lack of popularity in Japan.

In the hardware charts PSPremains top dog with sales ofnearly 48,000 – although thosenumbers are for the UMD-equipped PSP-3000 model.

The digital-only PSPgo continuesto prop up the rest with weeklysales of just 1,645 units.

AUSTRALIA

MIDDLE EAST


DISTRIBUTION

THE NEW FORCE IN ENTERTAINMENT

DISCSTRIBUTION

www.discstribution.comDistributors of DVDs, Blu-Ray, Music CDs and Video Games

Over 100,000 Different Items to Order Online

Accepted Payments - Paypal - Google Checkout - Credit Cards - Bank Tranfers and 30 Day Credit Accounts

Call Kevin, Ashley, Richie or Pete+44 (0) 845 430 8735

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

TO ADVERTISE CONTACT ROB BAKER ON: 01992 535647 OR

DISTRIBUTION

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

KEY CONTACTS

DIRECTORYDISC REPAIR

Elm-Digitalia UK. . . . . . . . . . . . . . . . . . 0845 643 6021

DISTRIBUTION

BDA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0777 192 7688

Creative Distribution . . . . . . . . . . . . . 020 8664 3456

Curveball Leisure . . . . . . . . . . . . . . . . . . 01792 652562

Discstribution . . . . . . . . . . . . . . . . . . . 0845 430 8735

Gem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01279 822800

GLS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01708 725742

Ideal Software . . . . . . . . . . . . . . . . . . . . 01767 689 720

Logic3 . . . . . . . . . . . . . . . . . . . . . . . . . . . 01923 471 000

Meroncourt . . . . . . . . . . . . . . . . . . . . . . 01462 680060

The Producers . . . . . . . . . . . . . . . . . . . (0) 7774 672891

GAMES CONSOLE REPAIR

Total Console Repair Ltd . . . . . . . . . . . 087 19 18 17 21

GAMING ACCESSORIES

Pinpoint . . . . . . . . . . . . . . . . . . . . . . . . . 01606 558 428

LOCALISATION

Partnertrans . . . . . . . . . . . . . . . . . . . . . . . 01753 247731

Testronic . . . . . . . . . . . . . . . . . . . . . . . . . 01753 653 722

Universally Speaking . . . . . . . . . . . . . . . 01480 210621

RETAIL SERVICES

Complete Epos Solutions Ltd . . . . . . . 01543 370002

STORE FITTINGS

AMA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0113 2311030

UK Shopfitters . . . . . . . . . . . . . . . . . . 0844 257 8800

DISTRIBUTION

CURVEBALL LEISURE . . . . . . 01792 652526 . . . . . . . [email protected]

42-47 MCV575_final:Layout 1 15/2/10 14:12 Page 1

DISTRIBUTION

LOGIC 3 . . . . . . . . . . . . . . . . . . . . 01923 471000 . . . . . . . . . . . [email protected]

Some of the special issues coming up inMCV, the only trade publication that coversall sectors of the market...

EDITORIAL PLANNER

FOR MORE DETAILS CONTACT: [email protected]

[email protected]

FRIDAY FEBRUARY 26th

RUSSIAN TERRITORY REPORTDespite being one of the largest countries on the planet, Russia’sgames industry is still in a nascent state. In the latest of our TerritoryReports, we speak to the major players in this region about how thegames industry is driven and maintained, while also looking at the keyproblems these companies face.

PIRACY INVESTIGATIONWith piracy a hot issue at the moment, MCV speaks to key figures inthe industry about this ever-present threat to games retail. We look atrecent attempts to thwart illegal copying, such as Ubisoft’s ‘alwaysconnected and online’ PC solution, and discuss potential solutions thatcould rid the industry of piracy.

DSI XL LAUNCH SPECIALWe mark the launch of Nintendo’s latest handheld with an in-depthproduct guide focused on the new device itself. Expect a full round-upof the key titles due to hit the DS by the end of the year, whileperipherals firms show off their latest accessories ranges developedspecifically to complement the new hardware.

FRIDAY MARCH 5th

QA & LOCALISATIONAs the emerging markets of the world continue to develop, growingever closer to the likes of Europe, the US and Japan, localisationbecomes increasingly important to publishers hoping to maximise theirnext global hit. MCV talks to leading QA and localisation specialists onthe latest developments facing the sector and the biggest advancesseen over the last year.

FRIDAY MARCH 12th

GENRE FOCUS: RTSAfter last year’s strong line-up of real-time strategy titles, includingEmpire: Total War, Halo Wars and Dawn Of War II, we look at what 2010holds for the genre. We offer a glimpse of the hottest upcoming RTSgames, including Command & Conquer 4, R.U.S.E, Napoleon: Total War,Starcraft 2 and Dawn Of War II: Chaos Rising. We speak to the publishersbehind these titles. We also discuss the future of the genre and thechallenges that face new strategy releases.

FRIDAY MARCH 19th

GDC REVIEWWe offer an in-depth rundown of the various revelations that willinevitably emerge from the first major gaming event of the year. Withmotion controllers and more on the way from all three platform-holders and numerous unannounced projects in the works, all eyeswith be on this year’s Game Developers Conference.

AUSTRALIA AND NEW ZEALANDTERRITORY REPORTAustralia has regularly made the headlines in recent months, withmany of the biggest adult games having to be edited before they canbe released Down Under due to the region’s lack of an 18 certificate.MCV investigates the state of the Australian and New Zealand gamesmarkets, speaking to suppliers, key industry personnel and analysts.



STUDIOS

Epic Games ...................................................+1 919 870 1516

nDreams...........................................................01252 375754

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

Realtime Worlds ...............................+44 (0) 1382 202 821

Stainless [email protected]

TOOLS

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

bluegfx ..............................................+44 (0) 1483 467 200

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

Dolby...........................................................(0) 1793 842 922

SERVICES

amBX UK Ltd. ...............................................www.ambx.com

Ian Livingstone..................................+44 (0) 1483 421 491

Imagination Studios..............................+46 (0) 18-106930

Onteca................................................+44 (0) 151 709 0028

Partnertrans.......................................+44 (0) 1753 247 731

TC Associates.................................+44 (0) 7768 883 808

Testronic Labs ..................................+44 (0) 1753 653 722

Universally Speaking.......................+44 (0) 1480 210 621

Xaitment............................................+49 6897 - 600 80-0

COURSES

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

To be included in the Develop Directory (which appears every month in Developand every week in MCV) contact [email protected]. All subscription requests should go to [email protected]

DISTRIBUTION

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

DISTRIBUTION

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

DISTRIBUTION

The Producers offer a fullsupply chain management servicecovering manufacturing, warehousing,fulfilment and distribution

Save money - Pay in £ not € - Flexible Inventory

Contact Rob Gross on:+44 (0)7774 672891 – [email protected]

THE PRODUCERS . . . . . . . . . . (0) 7774 672891 . . . . . . . . . . . www.theproducers.co.uk

Develop is the only dedicated publication for the UK andEuropean games development community. It reaches over8,000 request-only subscribers every month.


[email protected]

STORE FITTINGS

AMA DISPLAYS. . . . . . . . . . . . . . . . 0113 2311030 . . . . . . . . . . . www.ama-displays.co.uk

DISTRIBUTION

GLS . . . . . . . . . . . . . . . . . . . . . . . . . . 01708 725742. . . . . . . . . [email protected]

DISTRIBUTION

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

RETAIL SERVICES

COMPLETE EPOS SOLUTIONS LTD . . . . 01543 370 002. . . . . . . . www.ggepos.com

GAMES CONSOLE REPAIR

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

DISC REPAIR

ELM-DIGITALIA UK . . . . . . . . . 0845 6436021 . . . . . . . . . . . . . www.elmdigitalia.co.uk


From the MCV Awards to our GamesDeveloper Conference, here are all theessential industry dates to put in your diary…

DIARY DATES

FEBRUARY

MIDLANDS MCM EXPO 2010Saturday, February 20th –Sunday, February 21stTelford International Centrewww.mcmexpo.org

MARCH

THE DEVELOP QUIZThursday, March 4thSway Bar, [email protected]

GDC 2010Tuesday, March 9th –Saturday, March 13thMoscone Convention Center, SanFrancisco, USwww.gdconf.com

MCV AND XBOX 360 PUB QUIZWednesday, March 31stSway Bar, [email protected]

APRILMCV INDUSTRY EXCELLENCEAWARDS 2010Thursday, April 22ndThe Brewery, [email protected]

JUNEE3 2010Tuesday, June 15th –Thursday, June 17thLos Angeles Convention Centrewww.e3expo.com

JULYDEVELOP CONFERENCE 2010July 13th - July 15thBrighton, UKwww.develop-conference.com

DEVELOP INDUSTRY EXCELLENCE AWARDS 2010July 14thBrighton, UKwww.develop-online.net

CASUAL CONNECT SEATTLETuesday, July 20th –Thursday, July 22ndBenaroya Hall, Seattle, USseattle.casualconnect.org

MCV INDUSTRYEXCELLENCE AWARDS2010Thursday, April 22ndThe Brewery, [email protected]

The biggest night in the UKgames industry’s calendarreturns to The Brewery in2010, and will once againfeature awards split acrossthree main categories;Retail, PR and Marketing,and People and Industry.

A whopping 650representatives from allcorners of the UK gamestrade will be attending thisessential games industryevent that gives credit tothe industry’s mostdeserving execs.

THE DEVELOP QUIZThursday, March 4th Sway Bar, [email protected]

Everyone thinks that theywork with some cleverpeople in this industry – buthow about putting yourmoney where your mouthis and take on your peersat The Develop Quiz?

Sponsored by PremierPR and Train2Game, thelatest outing for thisessential networking eventwill pit 20 teams of fiveagainst each other.

All industry members –be they studios, publishers,QA and recruitmentcompanies – are all invitedto attend, with a full nightof entertainment andcompetition on offer.

LOCALISATION

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

LOCALISATION

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

LOCALISATION

PARTNERTRANS . . . . . . . . . . . . 01753 247731 . . . . . . . . . . . . . . www.partnertrans.com



DISTRIBUTIONUK SHOPFITTERS

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

BDA . . . . . . . . . . . . . . . . . . . . . . . 0777 192 76888

GAMING ACCESSORIES

...bringing you all the right lines

General enquiries: 01606 558 428or email: [email protected]

Road One, Winsford, Cheshire CW7 3QGwww.pinpointce.co.uk Part of the Pinpoint Group

WWEDSi LiteConsoleCase

SkipDr Classic DiscRepair System

NykoWii ChargeStation Quad

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

For further online advertising information please contact

[email protected] or call 01992 535647

SUPPORT YOUR PRINT ADVERTISING WITH AN

ONLINE PRESENCEWWW.MCVUK.COM

[email protected]



Off The RecordFamiliar faces abound asthe industry emerges enmasse for Sony’s party,while Star Trek fansinvade London...

PIC OF THE WEEKNamco Bandai recruited an armada of Trekkies to mark the launch ofStar Trek Online in an attempt to break the Guinness World Record forthe most number of people dressed as Star Trek characters in one place.They won – that and the award for campest-looking Captain Picard.

TRIUMPHANT SMILESSony bigwigs Ray Maguire and Andrew House were more than a littlechirpy as industry members joined them to celebrate sales of three millionPS3 sales in the UK.

Held under Holborn’s Victoria House, the Black & White Party insistedattendees dress only in monochrome colours, before forcing them to drinkand make merry. There were also some rather bizarre entertainments,such as a man stripping off and inserting himself into a balloon, and abeatbox flutist. Yes, you read that right: a beatbox flutist. Why do you neverget them on Britain’s Got Talent?

48-50 MCV575_final 15/2/10 14:19 Page 1

LISA MORGAN,GAME

DUNCAN CROSS,ASDA

MARTYN GIBBS,GAMESTATION

DON MCCABE,CHIPS

TIM ELLIS,HMV

KEITH SHARPE,PLAY.COM

SARAH JASPER,THE HUT

JON BIGGS, MORRISONS

AZEEM SADIQ,COMET

GRAHAM CHAMBERS,AMAZON

PETER WILLIS,DSGI

IGOR CIPOLLETTA,SHOPTO

ANTHONY STOCKER,ARGOS

STEPHEN STALEY,GAMESEEK

JOANNA HUNT,TESCO

GURDEEP HUNJAN,SAINSBURY’S

PHIL MOORE,GRAINGER GAMES

RETAIL ADVISORY BOARD

MCV takes soundingsfrom its Retail AdvisoryBoard on the biggestissues of the day. Thecurrent members are...


GUEST LISTA wash of familiar faces turned up for Sony’s Black& White party in Holborn, including: HMV’s JonathonHayes, Amazon’s Brian Foote, Centresoft’s MargaretPearson, Sega’s Karl Johns and Jamie Nason,Disney’s Manab Roy, Future’s James Binns andRobert Price, Premier PR’s Ali Wood, Warner’s PhilLamb, and Green Man Gaming’s Gian Luzio.

Almost everyone honoured the black and whitetheme - with the exception of Luzio, who sporteda rebellious blue shirt and an unashamed look onhis face.

rce.

48-50 MCV575_final 15/2/10 14:19 Page 2

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and BikeBiz. It also has two online-only brands:CasualGaming.biz, dedicated to the growing mass marketvideo game sector, and Licensing.biz, for everyone in theglobal licensing industry. It also runs a number of events

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MCV is a member of the Audit Bureauof Circulation and the PeriodicalPublishers Association.

Membership of the ABC and PPA provides our advertising partners with confidence inour circulation statements. For the 12 months ending December 2009, MCV had anaverage weekly net circulation of 8,045. MCV’s circulation is 100 per cent named andzero per cent duplicated.

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Here’s your chance to win a brand new Nintendo DSi XL.

To be in with a shout, all you have to do is answer the following question:

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COMPETITION WINA DSi XL

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48-50 MCV575_final 15/2/10 14:19 Page 3

FINAL FANTASY XIII marks the dawning of a new era for the celebrated series, bringing the game to multiple high-definition

consoles simultaneously for the first time in its history.

With series sales of over 92 million units, the anticipation for this new ultimate fantasy is at fever pitch. A true entertainment event

is about to launch.

F E AT U R I N G

L E O N A L E W I S “ M Y H A N D S ”F R O M T H E A L B U M “ E C H O ”

O V E R 3 0 M A G A Z I N E C O V E R S

A C R O S S T H E U K & E U R O P E T O D A T E

L I M I T E D C O L L E C TO R ’ S E D I T I O NAvailable from launch for both PlayStation®3 and Xbox 360®,

the contents have been individually selected by the FINAL FANTASY XIII team.

F E A T U R I N G : ‘ O R I G I N A L S O U N D S E L E C T I O N ’ C D

‘ T H E W O R L D O F F I N A L F A N T A S Y X I I I ’ H A R D B A C K B O O K

E X C L U S I V E A R T P R I N T S

‘ B R A N D O F T H E L ’ C I E ’ D E C A L .

X b o x 3 6 0 P l a y S t a t i o n 3

© 2009, 2010 SQUARE ENIX CO., LTD. All Rights Reserved. CHARACTER DESIGN: TETSUYA NOMURA. FINAL FANTASY, SQUARE ENIX and the SQUARE ENIX logo are registered trademarks or trademarks of Square Enix Holdings Co., Ltd.“2”, “PlayStation” and “Ã” are trademarks or registered trademarks of Sony Computer Entertainment Inc. All Rights Reserved. Microsoft, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies.

“FINAL FANTASY XIII is, put simply, the best-looking game on PlayStation 3 yet.”EDGE

“Far beyond a simple gaming franchise, Final Fantasy is an industry in its own right”EMPIRE MAGAZINE

“It’s like Lord of the Rings meets Blade Runner meets Studio Ghibli. How can you not be interested in that?”

OFFICIAL XBOX 360 MAGAZINE

“Character, story, action, animation – every aspect is polished to a perfect gleam.”PLAYSTATION OFFICIAL MAGAZINE

“...arguably the biggest RPG of the year – and perhaps the most visually magnificent game of 2010”PSM3

W W W . F I N A L F A N T A S Y 1 3 G A M E . C O M

Tel/Fax: 020 8664 3456Email: [email protected]



mcv575 friday february 19th 2010

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