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RETAILBIZ: UFC UNDISPUTED 2010 WWW.MCVUK.COM
MCV 09/04/10 25
THQ says it can surpass the success of last year’s best-selling fighting game UFC 2009 with its sequel...
RELEASED: MAY 28 FORMATS: XBOX 360, PS3, PSP PUBLISHER: THQ DEVELOPER: YUKES PRICE: £49.99 DISTRIBUTOR: ADVANTAGE CONTACT: 0121 506 9590
ULTIMATE MARKETING More martial arts fighting from THQ with the follow-up to last year’s smash hit... by Dominic Sacco
and newcomers. Over 100 real-life fighters make their way into the game, as well as the sport’s commentary team, Octagon girls, referees and trainers. There’s the option for gamers to take their fighter on a single-player career, play online or with a friend in a one-onone match.
Fisher adds: “UFC is the fastestgrowing sport globally, in particular in UFC 2009 was a surprise hit at retail the UK which is showing three-digit last year, taking the Chart-Track All growth year-on-year. Formats No.1 ahead of Pokémon “UFC 2010 will redefine consumer Platinum, and has shipped more than expectations for fighting genre titles. 3.5m copies since release. “With this phenomenal level of Now THQ aims to expand on the growth in the sport and the solid success of last year’s bestplatform we are building We fully anticipate UFC 2010 selling fighting game with its upon with UFC 2009, we new follow-up, UFC are confident that UFC to surpass the success of last Undisputed 2010. Undisputed 2010 will year’s title. UFC is the “UFC 2009 was the UK’s maintain the franchise’s fastest-growing sport. best selling fighting game last position as the UK’s bestMark Fisher, THQ year and this was achieved, selling fighter and continue Players will even be able to ‘play as for all intents and purposes, as a new IP to expand upon its solid fan base.” the spoiler’ – a fighter who lost a match from a standing start,” says THQ’s THQ is confident the game will in real life, and re-write history in the product marketing manager Mark Fisher. appeal to fans of UFC and fighting game video game. “We fully anticipate UFC 2010 to players, and early research suggests the THQ is keen to stress the level of surpass the success of last year’s title. game will sell well at retail. detail in UFC 2010, which closely “There is an increased fan base since “Initial activity shows significant uplift mimics the real-life sport. Reigning UFC the launch of UFC 2009 and a on pre-orders to what we achieved at Lightweight Champion BJ ‘The Prodigy’ significant proportion of our spend is this stage in the campaign for UFC Penn has helped the publisher add a focused on broadening awareness.” 2009, so early indication is that we are variety of new moves. on track to exceed the results we SUPER CAGE FIGHTER Ultimate Fighting Championship itself achieved last year,” Fisher adds. UFC 2010 features a barrage of new has also become a highly popular sport UFC Undisputed 2010 is released on fighters, modes and moves to excite fans in the UK over the past few years. Xbox 360, PS3 and PSP on May 28th.
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THQ is using a range of media to promote UFC 2010. THQ’s product marketing manager Mark Fisher said: “The campaign for UFC Undisputed 2010 will focus on further establishing the franchise as the leading fighter in the UK, while also expanding its core appeal amongst hardcore and mainstream fighting genre fans.” LAUNCH BUILD-UP A heavyweight TV campaign will be accompanied with radio, print and online activity targeting 16-34 year old males. FIGHTING FOCUS Advertising will aim to attract fighting gamers, sport fans and followers of UFC with a variety of strategic game elements: Ultimate Combat System, Immersive Sports Experience and As Real As It Gets. FAN POWER THQ has recruited fans of UFC and UFC 2009 as brand ambassadors for the new game, building a community online and through multiple PR channels. KNOCKOUT SALES UFC 2010 will be featured in a range of popular shopping centres nationwide, the Sky Pub network and telephone boxes to maximise pre-orders and day one sales.