8 MCV 11/09/09
WWW.MCVUK.COM
NEWS
Warner Bros. banking on ‘Layton appeal’ for Scribblenauts release Publisher likens new puzzle title’s charm to smash hit – and says release will get gamers ‘revisiting their DS’ by Tim Ingham WARNER BROS Interactive Entertainment believes that innovative new DS puzzler Scribblenauts can emulate the success of Nintendo smash Professor Layton. The publisher is backing the title with a major TV campaign and Q4 sampling tour to drive
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Bros marketing manager Phil Lamb told MCV. “That combined with the addictive gameplay means that it will definitely strike a chord with casual, female and maybe even ‘grey’ gamers. “What Scribblenauts offers is something akin to Nintendo’s Professor Layton – an addictive and challenging
Scribblenauts offers an addictive and challenging game that has real massmarket appeal. Phil Lamb, Warner Bros.
home Scribblenauts’ massmarket appeal. The title picked up 35 Awards at this year’s E3, and Warner believes it could be the first in a new franchise. “The stylised look of Scribblenauts offers something fresh and friendly that doesn’t appear intimidating” Warner
national publications. A two phase TV campaign, which includes promotional spots around launch and a further push at Christmas, is planned. Scribblenauts will headline a Warner sampling tour of shopping
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game that has real mass-market appeal all wrapped up in a uniquely stylised package.” He added: “We fully expect this title to be the start of a brand new franchise in the DS puzzle market.” Print ads for the title will appear across lifestyle and
Warner’s Lamb says Scribblenauts has mass-market appeal
centres and events, from midOctober to Christmas. Lamb added: “Many forum users are saying the game is
the biggest incentive they’ve had to revisit their dormant DS in a long time.” Warner: 020 7984 6389
Look who’s back, Rat fans… PUBLISHERS are being urged to take a chance on a Roland Rat game, after a US IP agency snapped up the rights to the classic 1980s television character. The Sharpe Company announced it had acquired the licence for the fluffy presenter last month, with a review to relaunching him as a ‘Noughties’ star. Now the firm is calling on developers and publishers to contact them about creating a Roland Rat title to take advantage of this ‘rebirth’. Sharpe president Charlie Day told MCV: “Back in the day Ocean Software had Roland’s Rat Race for
Commodore and ZX Spectrum and it became somewhat of a cult classic. “We will be reaching out to video game developers and publishers to recreate some of that magic for today’s formats.
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Roland Rat made his TV debut in 1983, becoming a household name thanks to his appearances on breakfast TV show TV-am. Within a few months, he took the audience from 100,000 to 1.8 million.
Casual gaming with Roland will be a lot of fun. As he gains popularity more opportunities will arise. Charlie Day, The Sharpe Company
Casual gaming with Roland will be a lot of fun and as Roland gains popularity with younger kids all manner of other opportunities will arise.”
During the past two decades, he has starred in over 400 TV programmes and made numerous guest appearances in shows such as
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RAT PACK: Roland can once again star in video games – should a publisher want to bid for the IP
The Weakest Link, Big Brother and Ashes to Ashes. Day added: “We see an initial merchandise programme being geared towards nostalgic
adults but as he Roland appeal grows, we will see a whole new wave of Roland Rat fans emerging.” www.sharpeco.com