MCV585 Friday April 30th 2010

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THE INTERACTIVE ENTERTAINMENT WEEKLY

Friday April 30 2010 £3.25

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Š 2010 THQ Inc. THQ, PlayTHQ, Big Beach Sports 2 and their respective logos are trademarks and/or registered trademarks of THQ Inc. All Rights Reserved. All other trademarks, logos and copyrights are the property of their respective owners. Trademarks are property of their respective owners. Wii is a trademark of Nintendo.

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THE MARKET FOR COMPUTER AND VIDEO GAMES

Issue 585 Friday April 30 2010 £3.25

04 UK market falls The weekly value of the UK games market tumbles to its lowest level for four years

International Media Partner

08 Cecil on piracy The Doctor Who developer says video game prices are too expensive

23 MCV Awards 2010

14 GAME’s plan

We run through all the winners from last week’s MCV Awards and see what they got up to at the Just Dance after-party in our eight page special

MCV speaks to interim boss Chris Bell following a dramatic week for GAME

EVERY BUYER EVERY BRANCH EVERY INDIE EVERY WEEK

INCORPORATING

Best intentions 80 Best Buy stores due by 2015 Pre-owned games range revealed Best Buy stores to host publisher events Own-brand peripherals launched ‘We can beat GAME and HMV,’ says entertainment boss

by Christopher Dring US RETAIL GIANT Best Buy has vowed to take on HMV and GAME with the opening of its first UK store today (Friday, April 30th).

The chain’s first UK shop is based in Thurrock, Essex and has been opened early for the Bank Holiday weekend.

Best Buy Thurrock boasts a huge area dedicated to games – complete with new and preowned games, specialist staff, own-brand peripherals and even a gaming room.

And entertainment boss Marc Spence told MCV that Best Buy’s set-up is far superior to anything the specialists offer: “We have a range that will match or beat anybody in this space,” he said.

“We will be competitive in price. We have pre-owned. And we have a demonstration area

that our competitors won’t be able to manage. This is particularly key as we move towards the motion capture technology, such as Natal and Move. You need to be able to demonstrate this tech.

“

world class. Entertainment is an integral part of our business and we want to be famous for it.”

Four more stores will be open in Liverpool, Bristol, Surrey and the West Midlands by the end of May – and Best

We have a range that will beat anybody in this space.

We’ve created something in gaming that’s world class.

Marc Spence, Best Buy

“Consumers said they’d been let down by our rivals when it comes to experiencing games.

“We also have own-brand peripherals. It is a limited number of SKUs initially, but that will grow dramatically.

“I believe we have created something in gaming that’s

Entertainment boss Marc Spence wants Best Buy to be ‘famous’ for its video games offering

”

Buy hopes to have ten stores in the UK by the end of 2010.

The firm says it will have at least 80 UK outlets by 2015, creating up to 8,000 new jobs.

“Best Buy believes it can add value to the UK retail sector and help grow it,” said Spence.

Best Buy’s entry into the UK market is in contrast to recent developments at retail, with news of regular store closures.

Last week, UK giant GAME said it would shut over 127 stores by 2013.

‘WE HAVE TO BE IN PRE-OWNED’ Best Buy is the latest UK retailer to enter the used games market.

The firm has a range of pre-owned titles in-store already for all formats, and consumers can trade-in their games against anything instore, such as a Blu-ray disc or a TV, and vice versa.

“Pre-owned is an important part of the UK market, so it has to play a part of our offering,” said head of entertainment Marc Spence.

“What will it be in terms of share of our business? I have no idea. It is important to the UK consumers so it has to be important to Best Buy. The good thing about it here is that customers can trade their titles in for anything in the store and vice-versa. If you have an old TV you can trade it against games. This is something that works across the store.”

BEST BUY CAN BE A ‘MINI-E3’ Publishers can showcase their latest titles ahead of release at Best Buy, claims head of entertainment Marc Spence.

The firm boasts a large demonstration area for games in-store, featuring high definition TVs, and a gaming room, which can house 18 rated titles.

And the company hopes producers will look to demonstrate their games pre-release, with Nintendo, Microsoft and Sony already expressing interest in the proposition.

“If you have a big product coming out, we would like to invite special gamers, whether it is through the internet or just good customers of ours, so they can play say, your latest Modern Warfare prerelease,” said Spence.

“We want to invite the producers of the games into our stores early and create a mini-E3 for them to showcase their games in the best environment.

“Microsoft, Nintendo and Sony have all been in to the store, been in the gaming room, and they all have plans on how to use that moving forwards.”

PERSONNEL 54 RETAIL BIZ 57 NEW RELEASES 65 HIGH STREET 66 CHARTS 68

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[LEADER] BEST FOOT FORWARD Best Buy’s arrival in the UK comes at an ideal moment.

The UK’s market value is in the gutter (see right) – albeit temporarily – driven down by a mix of a weak release schedule, postrecession caution, a lack of new hardware and the distraction of an election.

Games’ heartland UK retailer GAME has seen some massive upheaval following a decline in profits (more on that on page 14).

And some argue (see page 19) that we’re losing players to other digital pursuits.

This is not a massive ‘Best Buy is here to save us’ proclamation, but it proves that retail must innovate and evolve to stay relevant.

After our trip to its inaugural store this week, it’s clear this is not some grubby retail park outlet as, let’s be honest, the likes of the struggling PC World and Currys sometimes feel like inside.

No, Best Buy’s stores promise to be impressive and of high-quality – the American outlet concept made

“Best Buy proves retail must innovate and evolve to stay relevant. Are you listening GAME, HMV and the rest?” real on British soil. And these UK versions even feature concepts and areas not present in their US counterparts.

Indeed, the firm has been taking its expansion into non-US territories very seriously.

They tell us that for months the exec games team has been slowly building, and instructing its growing team of in-store staff to pore through MCV to learn all they can about the market. It’s no leap to assume they have been closely watching their rivals, both those in out-of-town stores and on the High Street.

The head office team are an experienced bunch themselves; entertainment boss Marc Spence boasts a retail background from GAME, DSGi and Home Retail Group, while their head of games James Cooke spent years working for EUK, WHSmith, Virgin, HMV and so on.

Pre-owned, plenty of range, own-brand peripherals, and even ‘experiential’ elements - it’s all there.

Opening big areas in store for consumers to actually play games is a key move. Hardcore happy Gamerbase it may not be, but it does encourage players to get hands on with things retail otherwise takes for granted, like the Balance Board or instruments. Even the PSP gets a proper showcase at the store we saw.

Are you listening, GAME, HMV, and the rest?

But even at a basic level, the sheer size of these stores, and the amount of space dedicated to games, is impressive in themselves – and are probably a sign of what’s to come in terms of how Best Buy grows its market share.

Michael.French@intentmedia.co.uk

UK games market value Retail sales plummet to lowest level in four years Lack of new

by Christopher Dring THE UK GAMES market’s weekly value has fallen to its lowest point in years, according to GfK Chart-Track.

Last week the games market was worth £13.5 million, a 24 per cent drop compared to the week before. Unit sales also fell heavily, down 21 per cent to 650,382 games sold.

Industry experts have been quick to cite multiple reasons for the fall. Chart-Track point out that it’s been a far quieter Easter in terms of new releases

“

“Essentially it comes down to what is being released,” said Chart-Track senior account manager Chris Poole.

“Easter was relatively quiet really, and many people will be holding back for the big titles to come. I also imagine it is a combination of things, such as the weather.

“We’re also coming down from the big highs of Modern Warfare 2 and the like, it is understandable the market would hit an eventual low.

“But aside from that, there are no big indicators for the

One impact on market value this year has been the paucity of new peripheralbased music games.

Nick Parker, Parker Consulting

than previous years, while analyst Nick Parker suggests consumers are trending towards free-to-play social and casual games (see page 19).

Meanwhile, CHIPS joint MD Don McCabe believes the General Election could be affecting consumer confidence, while the warm weather could also be having an impact by keeping buyers outdoors.

”

reason behind the fall. Week 16 last year was a lot higher, and there were no major releases that week either.”

Analyst Nick Parker added: “The market for boxed games software has been in decline for fifteen months now in Europe so we have to examine the whole market trend.

“The bottom line is that more and more tweens and

teenagers are on MSN and Facebook playing social games, than they are playing core traditional games.

“Another impact on market value this year has been the paucity of peripheral-based music games, which declined steeply from 2008. Finally, the recession has not helped.”

A lack of new console hardware has also been blamed.

Gamesfives back for World Cup THE HUGELY popular Xbox 360 Gamesfives tournament will take place on Wednesday, June 23rd at the Barnet Powerleague.

Teams representing all sectors of the industry will compete for the coveted trophy (won by D3P last year) in the morning. They’ll then set their differences aside for an afternoon of beers, hog roast and, hopefully, a big screen England victory against Slovenia in their last group game (kick off, 15:00). There will also be a Virtual World Cup competition on EA Sports’

football title FIFA World Cup 2010 South Africa.

Demand for team places is high, so if you want to be considered for inclusion please

register as soon as possible at www.gamesfives360.co.uk.

Xbox UK’s 3PP marketing manager Andy Irving said: “With the World Cup rolling around again this year, football will be at the top of most people’s agenda this summer – and we’re thrilled to bring back the MCV & Xbox 360 Gamesfives Tournament to celebrate this fact.

“The event will be a tighter and more hotly contested affair than previous years.

“We look forward to seeing you on the pitch and for a few – hopefully – celebratory drinks.”

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falls sharply

[PRE ORDERS]

TOP 10

consoles and dearth of big games to blame?

DEMON’S SOULS PS3, NAMCO BANDAI

2. SUPER SF IV + T-SHIRT 360 ......................................CAPCOM

3. 2010 FIFA WORLD CUP

Industry preview added to EG Expo

by Michael French

SALES FALL: The High Street struggled last week with the lowest market value in four years

The lowest level the market has reached in recent years was during the summer of 2006, when weekly sales fell to £10.2 million. At this stage in the generation cycle, the Xbox 360 was the only new home console on the market, with Nintendo’s Wii and Sony’s PS3 yet to arrive.

Despite the fall, it is expected that the market will

bounce back next week with the arrival of EA’s 2010 FIFA World Cup. “FIFA always does well,” continued Poole.

“Especially with the excitement of the closing of the football season and the anticipation for the upcoming World Cup.” Chart-Track: 020 8741 7585

THE INDUSTRY will get hands-on time with key games at October’s Eurogamer Expo during a preview that’s closed off to the public.

Organisers of the three-day event have also added a special two-hour preview to the show.

Eurogamer Expo runs from October 1st to 3rd at Earls Court, but from 9am to 11am on the first day will be for retailers and journalists only.

The early morning preview will give any industry attendees the chance to play the range of games on show at the Expo before consumers are let in.

“This will give the industry an opportunity to get handson with the biggest games of Christmas and beyond – before the show gets mobbed by 20,000 consumers,” explained Eurogamer chief Rupert Loman.

Eurogamer Expo is the opening event of October’s London Games Festival.

HMV announced its partnership with the Expo last week – when tickets went on sale. Over 1,000 passes sold after five days.

Added Loman: “We’ve had an amazing response from consumers and the industry regarding this year’s show – it really is becoming the key UK games event.”

PS3 ..............................................EA

4. SUPER SF IV + T-SHIRT PS3 ......................................CAPCOM

5. LOST PLANET 2 360 ......................................CAPCOM

6. 2010 FIFA WORLD CUP 360 ..............................................EA

7. LOST PLANET 2 PS3 ......................................CAPCOM

8. RED DEAD REDEMPTION 360 ....................................ROCKSTAR

9. RED DEAD REDEMPTION PS3 ....................................ROCKSTAR

10. 3D DOT GAME HEROES PS3 ..................................SOUTHPEAK Week ending: April 30th Source: SHOPTO.COM Turn to page 67 for more pre-order charts from leading online retailers

UK SOFTWARE SALES MONITOR Your weekly guide to the UK games software market…

Software sales really struggled this week, despite the newly released Monster Hunter Tri and Dead to Rights Retribution. Sales were down to £13.5 million, while the number of units sold is down to 650,382. A fall of 24 per cent and 21 per cent respectively.

[WEEKLY MARKET VALUE] Week Ending April 24th 2010

£13.5m

Splinter Cell: Conviction was No.1 again, despite seeing sales drop off by 46 per cent.

Just Dance retains the second spot, but even that suffered a sales dip of 31 per cent, as did Grand Theft Auto: Episodes From Liberty City.

The market should hopefully bounce back slightly next week, EA will publish its anticipated World Cup tie-in, while Iron Man 2 and Super Street Fighter IV are also scheduled for release.

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

20

15

10

5

BACK IN BLACK: Splinter Cell: Conviction topped the charts for the second consecutive week as sales dipped

£18m

£17.8m

£13.5m

892,175 Units

820,548 Units

650,382 Units

0 Week Ending April 9th

Week Ending April 16th

Week Ending April 23rd

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Retail turmoil boosts CHIPS...

Unhappy GAME store employees are looking to become CHIPS franchisees, claims independent retail chain

by Christopher Dring INDIE RETAIL giant CHIPS has seen a spike in franchisee requests from GAME staff, the firm has told MCV. In March, GAME stated it would be reviewing staff contracts, and in mid-April announced it had ‘shared details’ with stores over changes to working hours.

This has meant that some GAME and Gamestation employees have seen their hours cut, and personnel have taken to Facebook and are commenting on MCVUK.com to express their dismay.

“

McCabe says there’s been an increase in franchisee requests at CHIPS from GAME staff

to enquire over the possibility of opening their own store.

Some staff think GAME is sinking and want to jump ship.

But it’s tough times and you have to make tough decisions.

Don McCabe, CHIPS

However, other store staff have taken a far more active approach by getting in-touch with independent rival CHIPS

”

“Over the past few weeks we’ve seen a significant increase in franchise enquires, specifically from GAME and

Gamestation staff,” said CHIPS joint MD Don McCabe.

“Somebody’s dark cloud is our silver lining. Although, whether any of these enquiries come to fruition is another matter, it is not just a twominute process.

“All you have to do to become a franchisee is go on the CHIPS website at chipsworld.co.uk, fill in the enquiry form, and we take it from there.

“Then we just need to go through the details and see who has got the potential for available funds to set up.

“It is too early to say if any of this will pay off. There is a certain knee-jerk reaction.

Some staff think GAME’s ship is sinking and want to jump ship. Whether that’s the actual case, is another matter.

“Staff have told us that have had their hours cut drastically, which has understandably

pissed them off. But it is tough times out there and businesses are having to make some tough decisions.”

Despite reports that some store staff have had their hours cut by up to ten hours or more, GAME insisted that: “For the overwhelming majority of employees, there has been no or very minimal change to the amount of hours in their contract.”

CHIPS: 08700 130028

…while GAME hunts digital-focused CEO THE REPLACEMENT for GAME CEO Lisa Morgan will need to be an expert in the online and digital arena, says interim boss Christopher Bell.

“

“We want somebody with a retail background because we have a huge retail estate,” said Bell. “But we would also like somebody that has skills in the

We would like somebody that has skills in the new media area, which includes digital, ecommerce and mobile.

Christopher Bell, GAME

The firm is looking outside of its business to find someone who can spearhead GAME’s aggressive push into digital.

The retailer’s online plan includes launching a GAME social network site and improving its download offer.

”

new media area, which includes ecommerce, digital, mobile, telecommunications and so forth.

“If there’s an identikit of what we are looking for via our headhunters then that’s the target person.

“It’s obviously going to be a change because we’re going to have someone at the helm who is not from within the business.

“I don’t think it’s going to be some new Doctor Who-like creation, where within a year GAME metamorphosis into something different. It’s a damn good business and it has very real opportunity in the ecommerce section.

“I see it more as an evolution than a revolution.

We want someone who is going to help add to the quality of the decision-making, implementation, execution and give great energy and imagination. It would be a great job for someone.”

As a part of GAME’s digital strategy, the firm has unveiled a brand new iPhone App, which follows the launch of the PlayStation Home Moonbase in March.

GAME announced the departure of former CEO Lisa Morgan and COO Terry Scicluna last week.

For our full interview with interim CEO Christopher Bell and group finance director Ben White, head on over to page 14.

GAME: 01256 784 000

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International Cricket steps up to the crease on June 18th Codemasters’ major new Cricket IP dated Mammoth marketing support planned featuring Stuart Broad

by Christopher Dring INTERNATIONAL Cricket 2010 takes to the field on Friday, June 18th, MCV can reveal.

The game’s release date coincides with the start of the NatWest 2010 one-day international series, which begins with five matches between England and Australia.

“

We are delivering a quality cricket product with a new angle. Bored with the World Cup? Play Cricket.

Jeremy Wigmore, Codemasters

International Cricket is the spiritual successor to last year’s hit sports title, Ashes Cricket 2009. The game is being developed by Trickstar Games for PS3 and Xbox 360.

“This year we are focusing on the quicker cricket games,

official players, stadia and kits.

Meanwhile, England bowler and Ashes hero Stuart Broad will star on the game’s packaging, and will also front a bumper PR campaign for the title both before and after launch.

In terms of advertising, Codemasters has told MCV that big screen trailers will be shown during major cricket matches this summer. Other activity includes an outdoor poster campaign and a sponsorship of Talk Sport radio. Further marketing details will be revealed in the coming weeks.

the 20/20 and one-day style of game,” said Codemasters UK MD Jeremy Wigmore.

“What we are delivering is a quality cricket product, with a new angle, new gameplay new modes and new visuals. We are committed to cricket fans.

“We are the alternative to football. Bored with the World Cup? Play Cricket.”

”

International Cricket 2010 boasts an array of new options, game mode and camera angles over last year’s Ashes title. The game is also officially licensed by the England and Wales Cricket Board and Cricket Australia, so will feature all the

Codemasters: 01926 814132

Publishers ready for MCM Expo MAJOR UK publishers will showcase their latest titles at the MCM Expo in May. Companies including Activision, PQube, Tecmo Koei, Nintendo and Rising Star have all signed up to the event, which takes place on the Saturday, May 29th and Sunday, May 30th at London Excel.

Games set to be shown include Blur and Transformers: War of the Cybertron from Activision and No More Heroes 2 and Samurai Shodown Sen from Rising Star, meanwhile Nintendo is backing the show’s attempt to break the Guinness World Record for the largest

gathering of DS players, which 600 attendees have already signed up to.

“It's going to be a great event and we are pleased to be part of MCM Expo,” said Activision brand manager Natale Giles.

“Visitors will get hands on time with Blur and Transformers, and if they like what they see they can take part in multiplayer competitions for Blur.”

Rising Star product manager Yen Hau added: “Our targets for the MCM Expo are always the same; to show what we have coming up, to meet our core target audience in person and to reiterate what we have

Activision, Rising Star, Tecmo Koei and Nintendo have all signed up to the MCM Expo at London Excel

to offer to the community through our Hoshi experience.”

The Electronics Sports League roadshow will also be at the MCM show. ESL project leader Daniel Bauer said: “We will show some exciting EPS

UK matches on stage commented by our wellknown hosts. Besides the matches, we will give visitors the opportunity to test some Alienware hardware at our freegaming areas and win prizes.”

Meanwhile, free registration is now open for industry and press attendees. An exclusive trade lounge, hosted by MCV, will also be available at this year’s show. To register, simply visit www.londonexpo.com MCM: 01327 878550

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Cecil: Piracy is nature’s way of telling us games are too expensive The games industry must learn from iTunes to diminish the effects of piracy, says Doctor Who developer

by James Batchelor REVOLUTION Software’s Charles Cecil has claimed that the rampant piracy currently testing the industry is the natural consequence of gaming’s current business and distribution model.

The legendary developer warned that prices are too

they are distributed is not ideal,” Cecil told MCV. “Yes, we can pressure internet service providers and take any number of anti-piracy measures. But ultimately iTunes has shown that if you make the means of distribution easy and the price compelling, you will build the respect of your audience.

iTunes has shown that if you make distribution easy and the price compelling, you will build the respect of your audience.

“

Charles Cecil, Revolution Software

high and distribution is still not accessible enough to prevent illegal downloads from being a threat to publishers.

“Personally, I think that the level of piracy we have is nature’s way of turning around and saying games are too expensive and the way that

”

“And while this won’t eradicate piracy completely, it won’t become such a serious issue anymore.”

Cecil is currently working with Sumo Digital on Doctor Who: The Adventure Games, a BBC project that will see retail quality games based on the

TALKING ABOUT A REVOLUTION: Charles Cecil from Revolution Software says lower prices and better distribution can slow piracy

Secret pact to safeguard DRM THE EUROPEAN Commission has revealed details of the AntiCounterfeiting Trade Agreement (ACTA), which is designed to help combat piracy.

The act has been shrouded in secrecy for years, but finally the European Commission has revealed a draft following threats of court action from the European Parliament.

ACTA features several measures to prevent the sale of pirated games, but also suggests laws to help protect IP rights in the digital space.

Most significantly for the games industry, is that ACTA would make digital rights management (DRM)

enforceable by law, with each country having to impose legal restrictions on people that try and circumvent DRM. The trade agreement also allows rights holders to get injunctions with the court if they feel copyright infringement will be imminent, rather than actually happening.

“The anti-counterfeiting trade agreement has been dealt with in an incredibly secretive way,” said Harbottle and Lewis solicitor Paul Groves.

“Normally there would be very public consultation, but this has been done behind closed doors. No-one has been aware what has been happening until the European

Parliament threatened to take the European Commission to court. It is all very bizarre.

“The US is the driving force behind this, with the EU and about ten other countries in negotiations. Once this has been agreed we would have about a year to change English law so we can meet the minimum levels.”

The ACTA law is also set to see whether online service providers – such as YouTube – should be held accountable for user generated content that is made available on their sites.

This could potentially have an impact on the casual gaming space, including titles on social networking site Facebook.

popular sci-fi show distributed digitally for free via PC. He believes that if this new model should prove to be successful, it will open new avenues for game-makers that could go some way to diminishing the effects of piracy in the industry.

“What’s great about what we’re doing here is we’re creating games that are free for download and in doing so I hope we’re expanding the market,” said Cecil.

“Hopefully, if we can prove that this model can work, that will create new opportunities for other people.

“But it’s a challenge because until now a few companies have made a success of episodic gaming.”

The first episode of Doctor Who: The Adventure Games – City of the Daleks – will be released on June 6th as a digital download for PC.

Licensed PlayStation merchandise revealed PERIPHERALS specialist Impact Global Solutions has revealed its officially licensed range of LittleBigPlanet, Buzz and Ratchet and Clank products.

These include LittleBigPlanet plush toys, beanies, collectable keyrings, wobbleheads, mugs and a selection of bags, which will be available in June.

Buzz fans can also get their hands on figurines based on the game show host and the star contestants, while Ratchet and Clank nuts can pick up beanies,

rucksacks, keyrings and wobbleheads this autumn.

“Our focus on game-related gifts has enabled us to secure partnerships with many high profile companies in particular with Sony Computer Entertainment Europe,” said IGS sales director Chris Malone.

“These gift items offer retailers a fantastic opportunity to earn extra margin.”

All pictures are pending final licensor approval.

IGS: 0845 600 1676

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Sponsored by

Namco sets low price for Titans Movie tie-in to retail at a recommended £29.99 Title dated for Friday, May 28th

by Dominic Sacco NAMCO BANDAI has set the RRP of upcoming action adventure game Clash of the Titans at just £29.99, ahead of the game’s May 28th launch.

The movie tie-in is a third cheaper than most PS3 and Xbox 360 multiformat titles

“

the movie window we will be launching with an attractive RRP of £29.99 on both PS3 and Xbox 360 formats.

“We then hope to see a peak in sales with the reinvigoration of Warner Bros’ marketing campaign around the launch of the movie on DVD and Blu-ray.”

We know it is the price point that triggers healthy sales in the mainstream market, especially with film tie-ins.

Lauren Bradley, Namco Bandai

which usually have an RRP of £44.99 or £49.99.

UK product manager Lauren Bradley said: “We know it is the price point that triggers healthy sales within the mainstream market, especially in the case of film tie-ins.

“To reflect that the game is releasing towards the end of

”

Clash of the Titans first screened in UK cinemas on April 2nd. The game pits players in the shoes of Perseus who must hack ‘n’ slash his way through over 100 monsters from ancient greek mythology. The story is based on the film’s events and includes 80 co-op side quests.

SONY: Upcoming PS3 racing title ModNation Racers has been scheduled for release on May 21st. It combines kart-style racing with customisation reminiscent of LittleBigPlanet.

APPLE: Pictures of the iPhone 4 have been leaked online. The device was mistakenly left in a bar by Apple software engineer Gray Powell who was conducting usability testing.

EPIC SELLING POINT: Namco Bandai says a more attractive RRP and the DVD release will ensure Clash of the Titans is a retail hit

Retailers are advertising Clash of the Titans for preorder online, with Zavvi offering the lowest price at £22.95 and Amazon at £23.30.

Clash of the Titans the video game is scheduled for release on May 28th on Xbox 360 and PS3.

Advantage: 0121 506 9585

Bethesda expands Everything Play across Europe gets a makeover FALLOUT 3 publisher Bethesda has opened two new offices in France and Germany.

The Paris and Frankfurt offices will oversee sales and marketing in their respective countries, joining two other international offices in London and Tokyo.

ZeniMax-owned Bethesda, which has headquarters are based in Maryland in the US, has also appointed two new general managers to front the offices. Frank Matzke joins as MD for Germany and Julie

Chalmette as MD for France.

Both previously held senior positions for Sierra and Vivendi respectively.

“The opening of offices in Frankfurt and Paris is a very exciting moment for us,” said MD of Bethesda Softworks Europe Sean Brennan.

“We have an incredible roster of upcoming triple-A games including Fallout: New Vegas, Hunted: The Demon’s Forge, Brink and RAGE. Bethesda Softworks: 0207 025 7360

MULTIPLAY: The i39 multiplayer gaming event attracted 2,350 people, with almost 80,000 viewing the finals online. Players took part in competing matches on games such as Counter Strike: Source.

GAMES RETAILER Everything Play has announced plans to rebrand with a new website and name.

The independent online retailer will become FindAddBuy on Tuesday, June 1st.

Its website will also receive a makeover including a new logo, revised navigation and site design.

MD Tony West said: “We didn’t want the restriction of the word ‘play’ in our name to hold us back and cause

HMV: Music, film and games retailer HMV is offering its customers games insurance as a trial in select stores.

The £1 insurance covers a range of problems including theft or damage.

ACTIVISION BLIZZARD: Tony Hawk: Shred is the name of the next game in Activision’s skateboarding franchise. The name was initially revealed on Hawk’s Twitter page and confirmed by the publisher.

limitations on the products we can sell.

“The growth we’ve seen shows that the sky is the limit with what we can achive, and we know that we can

continue successfully with FindAddBuy.com to demonstrate our passion and dedication to this company and our customers”. www.findaddbuy.com

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NEWS

EK E W E H T F O N IG A P CAM IRON MAN 2 Summer blockbuster movie tie-in Iron Man 2 gets a weighty advertising campaign courtesy of Sega…

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TV/MEDIA National cinemas showing Iron Man 2 will display a 30second creative, with Silver Spot placement for maximum impact.

At Pearl & Dean cinemas a series of front and end reel game creatives will appear on screens during the opening three weeks of the Iron Man 2 film, along with a specially recorded Lamb of

God re-working of the classic Pearl & Dean theme tune.

PRINT Sega is running a large print campaign with coverage and competitions running across national press publications as well as film, men’s and boy’s lifestyle magazines.

Empire will boast an Iron Man 2 front cover and double-page feature. Press

insertions will also appear inside a variety of national press publications.

ONLINE An extensive online plan will target popular film and game-related searches on YouTube and Google via pay per click marketing.

Social networking activity

by Burger King will also spark attention.

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MCV INTERVIEW BEN WHITE, GROUP FINANCE DIRECTOR, GAME GROUP

The new GAME GAME has seen its profits tumble 27 per cent. Why has trading been so tough?

Ben White: We’ve been clear with the market about where we expected to come out. We’ve hit our numbers exactly in line with expectations at £90.4 million profit before tax. If you look at the profile, it is the second best trading period we’ve ever had.

Like the wider games market, we have seen our revenues come down. We’ve offset the impact of those revenues by gross margin improvement and a little bit of cost savings. On the back of the wider market place, it is a pretty reasonable performance.

Over the past six months you’ve cut working hours and closed stores. Are these measures to fix issues you are having now? Or

“

are you preparing yourself for tough times to come?

BW: There is a recognition that we need to be in every channel in which the customer is shopping, so stores, ecommerce and digital, and we are adjusting our business to meet what our customers demand.

many countries employing lots of people.

We would also like somebody that has skills in the new media area, which is ecommerce, digital, mobile and so on.

And, equally, someone with PLC experience. If there’s a identikit of what we are looking for via our headhunters, then that’s the target person.

Was Lisa’s departure a long-time coming, or did it come as a surprise?

Christopher Bell: She had been in discussion with the Board for quite some time, so it didn’t come as a surprise.

Lisa, having been a fantastic ambassador and leader of the business for some 14 years, wanted to move on and have a break. So I think that is quite understandable. And the Board, after some discussion, decided to accept her request. She wanted to move on.

There’s nothing sinister about it.

With such senior management changes, can we look forward to a new era for GAME? CB: It’s obviously going to be a change, because we’re going to have someone at the helm who is not from within the business. So that is a change.

What we are talking about here is continuing to achieve success. I don’t think it is going to be some new Doctor Who-like creation, where within a year GAME metamorphosis into something completely different. It’s a damn good business, it employs a lot of people and it has very real opportunities in the ecommerce section – digital and online – and equally through its store base.

People still do want to go to shops and buy things. This tends to be quite a social activity in its own way, and so that has longevity. But like all big retailers, one of the key aspects is that you’ve got to manage your retail estate,

What can we expect from her replacement? Are you looking for experts in specific areas, say online or digital?

CB: I wouldn’t draw distinguishing factors between online and digital.

What we want is somebody who has a retail background, because we have a huge retail estate across

GAME’S DIGITAL BATTLEPLAN

We believe that we have the right armoury to defend ourselves against the supermarket competition.

Ben White, GAME

”

In GAME’s end of year report last week the firm revealed its plans for the digital sector.

At the moment in-store physical sales still account for 94 per cent of the retailer’s total revenue, but amongst GAME’s digital aspirations are what it is calling “a new ‘Websphere’ ecommerce platform” that will offer customers an online portal that includes downloads.

The firm is also developing a social network called Gamesnation.

Meanwhile, GAME is increasing its focus on own brand peripherals, with plans to extend its range and lower prices.

“We believe that stores will continue to play a significant role in games retail,” says interim CEO Chris Bell.

“Over the longer term, we expect to see increasing diversity in the way people interact – more use of digital downloading, greater access to casual, free-toplay games, and more people playing mobile titles.

“To give our customers a seamless brand experience we are introducing a new ‘Websphere’ ecommerce platform over the next two years, linking all of our territories and stores to provide a universal online portal. GAME will invest £5m this year and the next in this platform.

“We are then building on this position by creating a social networking site, Gamesnation.”

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MCV INTERVIEW CHRISTOPHER BELL, INTERIM CEO, GAME GROUP

plan which is what we’re doing. I see it more as an evolution than a revolution. We definitely want someone who is going to help add to the quality of the decision making, implementation, execution and give great energy and imagination. It would be a great job for someone.

GAME’s digital strategy prevously amounted to just a Metaboli service.

But recently you’ve launched your PS Moonbase and your iPhone App. Is digital now a significant part of GAME’s plans?

CB: Yes. That is why you are starting to see what you see. I can assure you we have been working on this for about five years. It is not something that we’ve just woken up to. It is a very fast moving, dynamic market sector, and we’ve quite clearly said we are making capital available and revenue investment for this area and we will be a part of it.

Does GAME think that digital will continue to impact retail sales?

CB: It’d be crass to say that there will not be some impact, because that is just reality. But it’s not – as a lot of scaremongers say – a case of: ‘Why would you go buy a game from a shop anymore?’

It just doesn’t work like that. That’s why it’s back to managing your portfolio into a social experience. Digital will grow. I actually think it will grow the market, and you’ll have to manage your retail footprint alongside that. Yes, there will be less stores, but actually they will be bigger, better stores that offer a wider range and do different things. And that’s the way most of retail is developing, whether you’re GAME or Next.

When it comes to doing things differently at store level, HMV has already invested in its Gamerbase proposition. HMV has also moved into events in a big way. Is GAME looking to compete in these areas?

CB: The management team has spent the last six months putting a lot more flesh on the GAME strategy, which includes an approach for digital. We will

It’s been a difficult period for GAME. The retail giant has closed facilities in York, reduced its store count, cut staff hours and last week posted a 27 per cent fall in profits. And on top of all that the firm’s popular CEO Lisa Morgan has left. Christopher Dring speaks to interim CEO Christopher Bell and Finance Director Ben White to see where the company goes from here…

make some mistakes, I hope. This is a fast moving area, and to be successful you have to get a few things wrong.

It is a difficult thing to assess because it is so fast moving. What you have to do is be judicious with capital, i.e. don’t waste it, and be on the board to play the game. That is exactly where we are. We have extremely comprehensive action plans to get ourselves into a very strong position in this part of the market.

Does the GameStation brand still have a future in your plans?

CB: Yes, it does.

Discounting clearly has a big impact on specialist retail, and the supermarkets are guilty of this more than any other. How have the grocers impacted your results?

BW: You know as well as I do that the supermarkets have been playing in this arena for a long time. We’ve always found we’ve had to compete on price activity on big launches. Our view is that our offer is substantially better than what the supermarkets offer, in terms of value, range, our service and the loyalty impact of what we do.

We see the supermarkets competing in our arena, and we believe we have the right armoury to defend ourselves against them.

Do you feel GAME can turn things around this year?

CB: I wouldn’t use the words turn around. Can we improve our lot? Yes we can. Like any business you are going to need a bit of luck. If it is down to the plans we have in place, and if the economy continues to recover – albeit slowly – and we have a bit of luck with the new technology and releases, then maybe we will be sat here next year and say ‘that’s a bit better’. But it is tough out there, and there’s no point pretending otherwise.

“

There will be less stores, but also bigger and better stores that offer a wider range and do different things.

Chris Bell, GAME

”

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LISA MORGAN TRIBUTE

A fond farewell After 14 years, Lisa Morgan has stepped down as CEO of GAME Group.

We take a look back at her career so far – and industry figures pay tribute to the woman who oversaw the market’s best and biggest specialist...

Neil Thompson, Microsoft I’ve worked with Lisa for a number of years and although she’s always been a tough negotiator, she’s always been someone I’ve trusted and respected.

GAME has been a great partner for Microsoft since we entered the console business and much of the joint growth we’ve both seen over the years has been down to Lisa’s stewardship and commitment to the industry – we’ll all miss her.

Keith Ramsdale, EA Lisa and I go back a long, long way to when I was a salesman at LMP (which became Radica) and she was a buyer at Tandy (if anyone remembers them) and then onto Dixons.

Lisa is one of those rare people who will negotiate everything you have out of you but leave you feeling like you had a result. She is a warm lady who I have grown to admire, respect and have enjoyed a genuine personal friendship with.

In my view, Lisa has done much more than drive incredible performance and execution at GAME. I think her work as one of the few specialist retailers in any category in this country has fundamentally helped shape the UK games industry.

The UK is a strong gaming country. I think GAME – as an incredibly strong retailer – has helped shape that and the UK gaming community from industry folk to consumers alike have Lisa to thank. Walk into any store that sells games in any part of the world and you soon realise what a talented retailer Lisa is.

We will miss her and I can’t wait to see where she pops up next.

Ray Maguire, SCE UK Over the last 20 years I’ve seen Lisa grow from buyer to CEO. At every step of the way she’s shown enthusiasm and tenacity coupled with humility. I’m proud to call her a friend and I’m sure that, with her track record, she’ll go from strength to strength.

Andy Payne, Mastertronic A top person in every way. Lisa will be sadly missed by many. She was one of the home-grown industry execs who fought her way to the top.

You always had a win-win deal when Lisa was involved and she shaped GAME in a way that was fair and respected partnerships. I wish her the very best with whatever she does next. Good luck to Martin and the rest of the team, just keep calm and carry on.

LISA MORGAN has been in the games industry since 1990. At just 19 she started her career as a toy buyer at Tandy and her remit included bringing in the first Game Boy handhelds.

Following Tandy she moved fully into games retail, taking a position at Future Zone, before joining Dixons as a software buyer.

By 1997 Morgan was working for the UK arm of US retail giant Electronics Boutique – the chain had by this stage bought out Morgan’s previous employer, Future Zone.

In 1999 Electronics Boutique acquired GAME and in 2002, with Morgan on the Board, GAME cut its ties with its USparent to become an independent business.

It was in October 2006 when she was promoted to Chief Executive. During her time as CEO she oversaw the most successful period in GAME’s history – including the acquisition of main rival GameStation.

In April 2010 Lisa Morgan stepped down as CEO of GAME Group after 14 years in the business. During her time at the retailer, she helped transform the company from a mid-sized UK chain of just 200 stores, to an international games giant of 1,400 outlets across nine European countries, as well as Australia.

Rod Cousens, Codemasters I first met Lisa as an unassuming buyer at Dixons. Still waters run deep and so it proved as Lisa went on to impose her imprint on a troubled GAME and oversaw a marked rise in its performance and its importance in the European gaming space. While fighting its corner, it is also a strong partner to publishers and Lisa understood the need to be so. She assembled a strong organisation, oversaw rapid growth and built shareholder value in her tenure. Running public companies is never easy but she rose to the task and her track record needs no defending.

Lisa played her part in this industry, looking beyond her immediate remit and wanting to help others. She has also supported my nagging requests to get behind industry charity initiatives and got involved in the cause.

Lisa – a job well done and one which deserves not only our gratitude and admiration but also a wish for you to go on and enjoy your interests. I sense the horses will get a lot more time and attention now!

Lisa Morgan has helped turn GAME into a global player in video games retail

David Reeves, Capcom Lisa was and still is a class act.

Tenacious, direct, no-nonsense but always, always personable and supremely professional. Good luck in what ever you do, Lisa.

Michael Rawlinson, ELSPA Lisa is always ready to help the industry, and was a firm supporter of PEGI becoming the single classification system for video games, giving up her time to attend ministerial meetings to support the campaign. My only hope is GAME will continue to support the industry now that Lisa is not at the helm.

Enjoy the future Lisa. Thank you.

Peter Stone, Konami Despite the many critics of GAME, the company has been led for many years of staggering growth by one of the most pleasant and approachable people in the industry. I’ve dealt with Lisa since she was a buyer at one of the predecessors of the modern GAME, Future Zone, many years ago, and always enjoy talking to her. Such a delight to meet.

I wish her all the best and hope we’ll still be seeing her in the future.

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MARKET ANALYSIS

What’s causing the slump?

So far this year every core gaming console and handheld device has sold less in terms of volume than it did in the same period in 2009.

Analyst Nick Parker offers his insight into what has caused the downturn…

WE EXPECTED so much from the first peak season. Marketing expenditure half of 2010 after coming down to earth should reduce as media is cheaper to with a bump last year following the buy and titles should not require so record-breaking sales of 2008. much spend to raise their exposure A string of potential hits postponed given they are away from the Christmas from the peak season last year were expected to More teenagers play on drive hardware sales and Facebook than they do core improve year-on-year games, which they would’ve software sales comparisons.

We’ve all been proved been playing five years ago. wrong (in Europe at least) Nick Parker, Parker Consulting and yet, if we take a good traffic. And, arguably, exorbitant last look at the market measurement minute development spend could be yardsticks we have become familiar with over the years, we should not have avoided if studios don’t have to rush to hit the last quarter. been that surprised.

Furthermore, there is proof from a THE Q1 CONUNDRUM string of famous licences that have It’s true to say that it makes economic launched in the spring months that sense to launch a title outside of the demand is healthy and wallets adequate

“

at that time of the year to support million unit sellers.

So it all made sense to leapfrog Christmas 2009 and go for broke in early 2010; or did it?

Here are some factors that we overlooked but which were staring us in the face. First of all, Q1 this year was not just below last year’s – it was way less.

The market for boxed games software has been in decline for fifteen months now in Europe so we have to examine the whole market trend, not just what is happening in 2010 so far.

All hardware formats were in decline last year on a unit basis except the single figures growth from the PS3. Q1 this year is no different in the UK

”

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MARKET ANALYSIS

except every console and handheld device has sold less this year in volume terms than the same period last year (see ‘The Market Drop: In Figures’) and the trend has worsened since the end of last year.

HANDHELD HELL

We know what gaming hardware is growing though. Anything portable that provides multimedia, not pure gaming experiences, such as mobile phones, laptops and netbooks, oh yes – and the potential business model-breaking tablets and pads. These devices let you play games, but not the traditional core game, a more flirty casual gaming experience that multiplies endlessly when you take that experience online.

Worse still, these devices offer services which are eating into core gaming time such as MSN, Facebook, Twitter and SMS, so unlike consoles, they are not so much destination gaming event services but offer games to kill time when not absorbed in their other functionality. The bottom line is that more and more tweens and teenagers are on MSN and Facebook

(playing social games as well) than they are playing core traditional games which they would have been playing five years ago, or even up to the golden year of gaming in 2008.

We may have to accept that a significant market (over 20 per cent) for traditional boxed core games came from these casual gamers who may have invested in a £40 box five years ago but

“

More people are gaming now but some are making the most of what they already own over seeking new games.

Nick Parker, Parker Consulting

only played it for a few hours. That was their expectation from gaming – an experience they can now find on portable multimedia devices for less.

2010’S DECLINE

Continuing with the decline year-onyear in early 2010. There is only so much money in gamers’ wallets. Their own money, that is. GameVision, the European games consumer intelligence service, tells us that 24 per cent of

THE MARKET DROP: IN FIGURES HARDWARE UNIT SALES TRENDS

games purchases come from somebody else’s money or gifts. Without that level of cash injection out of the peak season, it’s not surprising that less games per consumer are bought in the first half of the year.

Gamers may buy only one of the new releases at this time of the year, but they can’t afford all.

Looking at the slate of titles released

2009 VS 2008 YTD END MARCH

PS2

-65.8%

PS3

5.8%

-94.9% -5.1%

WII

-36.5%

-45.1

XBOX 360

-10.5%

-22.2%

DS (ALL MODELS)

-25.7%

-35.9%

PSP (ALL MODELS)

-25.6

-44.7%

”

this year, they all, except a few, have one thing in common; they have adult themes and are of the shoot ‘em up genre. They therefore inevitably appeal to the PC, Xbox 360 or PS3 gamer.

This market has been surpassed by the Nintendo platforms, more so in Europe than in the USA where the Xbox has stolen the mantle from PlayStation as the core gamer console brand over there. Nintendo took the highest share of the software market value in 2008 and 2009 in the UK but that group of gamers has less to feed them this year.

The Top 20 games in 2009 had ten exclusive Nintendo titles, of which half were new IP. The Top 20 in most weeks this year has had six or less Nintendo exclusives and no new exclusive IP. This has predictably reduced a significant market cornerstone.

Another impact on market value this year has been the paucity of peripheralbased music games, such as Guitar Hero and Rock Band, which declined steeply from 2008 sales with revenue down by over 40 per cent for the genre in 2009.

Finally, and I am a bit loathe to mention it as it’s too easy to deploy as a default excuse, but the recession has not helped. There will be certain elements of society, not all, who face tough decisions regarding spend week in, week out.

GameVision shows that more people are gaming than ever before but some people are making the most of what they already own and moving to free online experiences rather than seeking new games to acquire.

So there you are, some facts which we could have guessed at three months ago but which we ignored in the hope that a string of high quality titles would turn the market around.

They haven’t so far but we are still hoping that Q2 this year could just beat the same period last year in Europe. I wouldn’t hold your breath as evidence is showing that boxed retail sales are in long term decline.

Only a major price move from the console manufacturers could slow down that decline.

Nick Parker is the founding partner of Parker Consulting Ltd, the industry’s foremost advisors in strategic planning, business intelligence and research.

Contact nick@parkerconsulting.biz

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Congratulates all winners and nominees at the

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They are the

champions The great and the good of the UK video games industry descended on The Brewery in London last week for the 2010 MCV Awards. 13 different companies took home major prizes as the event honoured the hard work of eveyone in the trade. Here we showcase the winners, their reactions and highlights from the night...

GRAND PRIX AWARD WINNER: XBOX TEAM

“To be selected amongst over sixty publishers, developers and retailers, for what is arguably the UK video gaming industry’s most prestigious honour, truly is a humbling moment. Looking to the future, we believe the best is yet to come and in the next 12 months we’ll see some truly magical experiences come to life in our industry. We really are at an inflection point, where we will only be bounded by the scope of our imagination. As an industry we will touch more people’s lives than ever before and I wish everyone a successful 12 months ahead.”

Neil Thompson, Xbox

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Sponsored by

RETAIL “A huge congratulations to all finalists and winners in the retail awards in what has been a hugely challenging environment over the past year. We look forward to working with you all over the coming 12 months to help to grow and drive your business.”

David Yarnton, Nintendo

“We have a fantastic team that work with us, amazing support from head office and really good relationships with all of our suppliers. It is a massive honour to win this.”

James Rumley, HMV

STAR STORE: HMV (360 OXFORD STREET)

“We try to offer our customers a great choice, good value and a user-friendly experience. The MCV Awards is huge and a massive honour. We’ve won this five years in a row now and it is a crown we’ve been defending. We keep pinching ourselves each time.”

Keith Sharpe, Play.com

ONLINE RETAILER: PLAY.COM SPONSORS

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Retail Category Partner

Pre-Event Drinks Partner

After Party Host

Drinks Reception Partner

Video Partner

New Game Brand Award Partner

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“Our value-led proposition is the best on the High Street.

Customers really appreciate what we offer. And the staff work really hard. Grainger Games is a small fish in a large market, so it’s great to be recognised.”

Phil Moore, Grainger Games

INDEPENDENT RETAILER: GRAINGER GAMES

“It is unbelievable, I’m so chuffed. I’m surprised especially as GAME is the market leader. But I feel our relationship with the suppliers has been key. As a business, we try and grow the games industry as a whole.”

Tim Ellis, HMV

HIGH STREET CHAIN: HMV

Peripherals & Accessories Award Partner

Games Publisher Award Partner

SUPERMARKET: ASDA

“We’re delighted to be the first recipient of this award, it means a lot to everyone up in Leeds. We’ve been striving for some time to make sure supermarkets are well represented in the industry, and it is great of MCV to recognise that.”

Duncan Cross, Asda

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PEOPLE & INDUSTRY “Thanks to everyone who voted for Just Dance – and thanks for all the support we’ve had from retail partners and Nintendo that has continued to fuel its success.”

Darren Bowen, Ubisoft

SALES TRIUMPH: JUST DANCE (UBISOFT)

“The team really brought Batman to life, it wasn’t just a licence we were all really big fans. It is a great privilege to win an award voted for by your peers. It is really encouraging.”

Daniel Bailie, Rocksteady

UK DEVELOPMENT TEAM: ROCKSTEADY STUDIOS

“We’ve had an interesting and challenging year. We have worked really hard with our retail partners to drive sales, we’ve been flexible and agile in our market and really tried to make sure we have worked with our partners to be differentiated and drive our business.”

Matt Telling, Microsoft

SALES TEAM: XBOX

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“Every day is a new challenge and a new opportunity and we go out there and face these challenges. The MCV Awards are fantastic – just look around the room and you can see how many people look forward to them.”

Margaret Pearson, Centresoft

DISTRIBUTION TEAM: CENTRESOFT

“We’ve had some fantastic titles this year and we’ve worked really hard with retail and had some great marketing campaigns, which I think has really paid off. The MCV Awards are a great night – everyone who counts is here.”

Andrew Brown, Activision Award sponsored by

GAMES PUBLISHER: ACTIVISION

“Congratulations to Activision and all the winners and nominees. I love working in such an exciting and fast paced industry, and look forward to attending next year’s MCV Awards.”

Sarah Jasper, The Hut

RETAIL ADVISORY BOARD SPECIAL RECOGNITION AWARD

ROY STACKHOUSE, ACTIVISION

“I’m immensely proud and humbled to receive this Special Recognition Award from the industry. I think this award extends to the teams that I have been lucky enough to work with during my time at Activision, and so I would like to take this opportunity to thank them for their continued support.”

Roy Stackhouse, Activision

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PR & MARKETING

PR TEAM: SEGA

GAME CREATIVE: GAME IS JUST THE START (SONY)

“We’re all really chuffed about this. We weren’t expecting to win at all, but we’re over the moon that we did. I’d like to thank everyone who voted for us – it means an awful lot. MCV Awards 2010 was one of the highlights of my own professional career. I just wish I could remember more of it!

Stefan McGarry, Sega

“PS3 has a lot of functionality that takes a lot of explaining, and The Game Is Just The Start tries to explain what PS3 is capable of, such as the great software, PSN, video store and so on. It is really nice to be recognised and there’s no better accolade than the votes of your peers.”

Adam Boita, Sony

GAME CAMPAIGN: MODERN WARFARE 2 (ACTIVISION)

TRADE MARKETING TEAM: NINTENDO

“Infinity Ward delivered an incredible game, and so we’d like to thank them for their hard work and creativity. Through this support, and through the great work that our commercial teams do, we have delivered a game and a campaign to be proud of – the biggest entertainment launch of all time.”

David Tyler, Activision

“Everyone at Nintendo UK works in trade marketing, the managing director is always contributing ideas, as well as the sales director, the marketing director and so on. So there’s lots of people who contribute and this award is for them, too.”

Ian McMillan, Nintendo

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“The competition is tough in peripherals. I believe MadCatz has the best quality, while world class licences such as Modern Warfare 2 help make our products the finest in the market place.”

Alex Verrey, MadCatz Award sponsored by

PERIPHERALS & ACCESSORIES BRAND: MADCATZ

“Thanks to MCV for such an excellent event. Everyone I spoke to felt it was the best yet. We were very pleased to be the first to sponsor this Award. Congratulations to MadCatz.”

Rob Orchard, Anti-Grav

ONCE AGAIN the MCV Industry Excellence Awards intro video – featuring a number of well-known faces from the UK games trade – has gone down a storm on YouTube.

Search for MCV Awards 2010 to find the video itself. Thanks to PMA for their great work.

“Just Dance has exceeded everyone’s expectations. It deserved to win because it has established itself as a popular new brand and has struck a chord with consumers.

Rachel Grant, Ubisoft Award sponsored by

NEW GAMES BRAND: JUST DANCE (UBISOFT)

“From one new games brand to another, we’d like to congratulate Just Dance on a tremendous year.

Next year we hope to be receiving awards rather than presenting them.”

Simon Byron

MARKETING TEAM: NINTENDO

“We are shocked, delighted and flattered in equal measure to win the MCV Award for Marketing Team.

Thank you to everyone who voted for us and to MCV for yet another fantastic industry evening.”

Dawn Paine, Nintendo

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After Party Host JUST DANCE FEVER Ubisoft’s Just Dance was the host for the after party at MCV’s Industry Excellence Awards this year.

The game has stormed the charts since release. It dethroned Call of Duty: Modern Warfare 2 from the No.1 spot in January and in April it re-took the top spot from Square Enix’s Just Cause 2. The game soon became the the fastest-selling Wii IP

from any third-party publisher, and went on to sell 2m copies worldwide.

The title features 32 popular tracks from artists such as Kylie Minogue, Blur and MC Hammer. It won Ubisoft two MCV awards – New Games Brand and Sales Triumph.

Check out these photos from the night, showing attendees Just Dancing the night away...

UBI_JUSTDANCE_MCV_WINNERS.indd 1

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SUMMER PERIPHERALS: SPECIAL FOCUS

Gaming gadgets

There is a strong wave of releases heading to retail over the next few months – but what about hardware? Dominic Sacco dives into the accessories market to see how players will extend their gaming this summer...

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SUMMER PERIPHERALS: SPECIAL FOCUS

LOGITECH

PC GAMING is one of the most hardcore and dedicated avenues of video games, and as such specialist hardware has long been an essential addition to a PC gamer’s diet.

Logitech is providing PC players with a range of accessories including keyboards, mice and headsets.

The G500 gaming mouse is the successor to the Logitech G5 laser mouse which boasts game-changing precision regardless of varying hand

speeds. It’s designed to provide a maximum mouse speed of 165 inches per second, and features variable weight, an onboard memory for customised button settings and USB connectivity.

Complementing this mouse is the G15 gaming keyboard, complete with useful macros assigned to a single press of the G keys and illuminated characters for those late-night gaming sessions. The exclusive GamePanel LCD lets players instantly discover

BLAZE

THE APPEAL of the Mr Men characters and books is evergreen, and Blaze is satisfying that demand in the gaming sector with a series of fully licensed Mr Men DS and DSi accessories.

Blaze’s Mr Men Sparkle Travel Kit includes a character themed sparkle protection DS case, car charger, earphones, six Mr Men game cases and three stylus devices. The sparkle protection case is also available without the travel kit. Each kit features a different Mr Men character.

which of their friends are playing Battlefield 2142, when their World of Warcraft battleground becomes available and find out who is talking on a voice server program such as Ventrilo.

On that note: online players can’t be without a headset – and the Logitech G35 7.1 surround sound unit is an alternative to the simple headphones and microphone combination. It features three customisable G keys for one-touch command over music and

voice morphing, on-ear volume and mute controls, a background noisecancelling microphone and interchangeable headband pads.

The EX110 keyboard set is an alternative to those who prefer viewing documents to playing video games. It boasts cordless functionality, spillresistant casing, one-touch media controls and a free cordless mouse to top the bundle off.

Logitech: 01753 870 900

EXSPECT

The BlazeGear LCD portable console provides gamers with 30 retro Sega games including Sonic, Golden Axe and Columns. It can even connect to TVs for big screen fun.

For the Wii fitness fanatic, Blaze is also promoting its Mel B Fitness First range. This includes a nunchuck controller with built-in pedometer, wrist and ankle weights, step riser for the Wii Balance Board, workout mat and a sports pack with racquet-shaped Wiimote holders.

Blaze: 01302 325 225

EXSPECT is offering gamers a broad range of accessories from charging kits to carry cases and console stands to headsets.

A Wii charging kit allows gamers to place a Wiimote on a Drop ‘N’ Charge pad to recharge it, without the need to phsycially dock the remotes or remove silicone skins. LED lights glow red or green to illustrate the charge status.

The pad can be powered via the bundled USB cable or AC charger.

Exspect’s other charging kit for the Xbox 360 enables gamers to play and

charge their controller at the same time, and comes with black and white battery covers. Also for the Xbox 360 is a Live Headset which can be worn on either ear and allows players to talk online.

DS owners are accounted for with an official England FA DSi skin. The reusable skin adheres easily onto the handheld exterior and displays the England logo. This is complemented with a DS Play and Store Stand that holds two stylus pens, three games, an SD card and one XL pen.

Exspect: 01782 748 732

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SUMMER PERIPHERALS: SPECIAL FOCUS

HUBB

HUBB ACCESSORIES is targeting a wide range of console gamers interested in wireless technology across three main consoles – Wii, Xbox 360 and PS3.

Owners of the latter are able to purchase a wireless control pad for their PS3 complete with USB dongle. The controller features a turbo button, full analog and digital buttons, and uses high performance 2.4GHz wireless

technology. The pad just requires two AA batteries.

For the online PS3 gamer Hubb also provides a bluetooth headset with charging stand. The comfortable and stylish unit enables gamers to use all PS3 voice features including PlayStation Home and multiplayer chat. It can also recharge from the console’s USB port and is even compatible with other

bluetooth-enabled devices including mobile phones, PDAs and computers.

Continuing with this range of rechargeable accessories, a Wii Direct Charge Battery allows players to game and charge at the same time. It plugs into the back of a Wiimote and charges from any free USB port – saving gamers time and battery costs. The Direct Charge Battery is available in black and

controllers and can charge two pads simultaneously. It comes with two rechargeable battery packs that snap smoothly into the back of the joypad and promise up to 18 hours of continuous gameplay.

The PS3 device works on a similar system, allowing users to charge two controllers with a stylish pyramidshaped device. Like the Xbox 360 version, it can be powered by either an

AC adaptor or the console itself via a USB cable.

Also providing gamers’ power needs is the DSi XL Power Supply – compatible with the DSi and DS Lite. In addition to working as a standard AC Adaptor, it doubles as a detachable USB cable that can also be used to charge the console.

Handheld owners will also be interested in the DSi XL Safety Pack.

white guises to complement different coloured Wiimotes and Wii consoles.

Similarly the Xbox 360 gets its own version of the play and charge battery.

This is also available in black and white, and like its Wii counterpart, slots into the back of the Xbox 360 controller and charges from the Xbox 360 console’s USB port.

Hubb: 01642 204 350

WHILE MANY of us may be hoping for a hot summer and spending long spells outdoors, Venom is catering for the traditional British washout with a variety of power supplies and charging stations that will ensure consumers can enjoy uninterrupted gaming.

Console owners are taken care of by the Xbox 360 Twin Docking Station and the PS3 Pyramid Charger. The former doubles as a storage rack for Xbox 360

This range of accessories includes a sturdy polycarbonate case specially designed to fit the new, larger DSi, cleaning cloth, earphones, screen protectors and replacement stylus pens.

Finally, the Wii V-Mote and V-Chuk Play Pack provides Venom’s own take on Nintendo’s controllers. All of the standard controls are present, as well as a striking red and white colour scheme.

Venom: 01763 284 181

VENOM

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SUMMER PERIPHERALS: SPECIAL FOCUS

ANTIGRAV

WITH DRIVING and fighting games well established as successful genres, Antigrav is distributing a series of joysticks, steering wheels and other accessories for optimum gameplay.

The Hori Xbox 360 BlazBlue Fighting Stick EX2 is perfect for beat ‘em ups and classic arcade games on Xbox Live. It features eight main buttons, an expansion port for headset connectivity and bonus stickers to personalise the accessory.

Racing gamers can get a real behindthe-wheel experience with Thrustmaster’s official Ferrari F430 racing wheel for PC. This isn’t your ordinary video game steering wheel – it’s an exact replica of the wheel from a Ferrari complete with rubber textures, metal gear levers and an innovative ‘manettino’ selector set for instant feature adjustment in-game.

PS3 and PS2 gamers are accounted for with the official Lamborghini Super

Sport Wheel. Similar to the Ferrari F430 racing wheel, this is also compatible with PC and boasts sequential gear shift paddles, vibration feedback and six steering sensitivity levels. Finally an official TVR Atomic Driving station wheel completes the assortment of driving accessories.

With upcoming multiformat racers Blur, Split/Second and F1 2010 all arriving this year these top-of-the-range gaming wheels will be in demand.

Antigrav is also experienced in the peripherals market with a series of Ben 10 carry cases and other branded products which went on to become one of the most successful licensed accessory ranges ever. Antigrav bolsters its new collection with a set of Konnet Power Pyramid Chargers for either PS3 or Xbox 360 – rechargeable docks that can charge four individual controllers at the same time.

save gamers buying additional microphones for each separate console.

PS3 players have access to a spacesaving media docking station which holds the Slim console and two controllers that are kept charged when docked. Impact also offers Xbox 360 users a premium headset designed for use over Xbox Live.

Impact International’s divisional sales director Chris Malone adds: “More

new players are offering more accessories, so the key for us is to stay innovative while maintaining quality and value with great service.

“We have grown our turnover and market share by following simple core principles while being conscientious, reactive and effective, which seems to be paying off. Thanks should also go to our partners for their continued support.”

Antigrav: 01932 454 929

IMPACT INTERNATIONAL

CASUAL GAMERS on the Wii and DS make up a large percentage of Nintendo owners, and Impact International is keen to tap into that user base, as well as online Xbox 360 and PS3 players.

Owners of Wii Sports Resort can benefit from a unique sports peripherals pack which includes a variety of sports racquets and even a mini-bow. An induction charging plate and rechargeable battery pack also allow

gamers to charge up to two Wiimotes without the need to constantly buy new disposable batteries. The DS gets a similar wireless charging plate for gamers on the move.

Impact International’s pair of multiformat USB microphones are ideal for players of music games such as Singstar, USing, Lips and Rock Band, as they’re compatible with the Wii, PS3 and Xbox 360. The three-metre cables

Impact Int: 0845 600 1676

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SUMMER PERIPHERALS: SPECIAL FOCUS

MERONCOURT

FOCUSING on the Nintendo formats, Meroncourt’s summer range targets Wii and DS owners with a range of charging solutions, handheld accessories and extra controllers.

The first offering from the firm’s Speedlink label is the Induction Charger Plus for Wii, which allows consumers to charge up to two Wii Remotes – or just the special battery packs – without having to worry about loose connections.

The station charges Remotes via an induction field, which fills a battery

pack in six hours and automatically cuts off the power once done. The device is available in black and white to compliment consumers’ chosen console.

Speedlink also provides Wii owners with an affordable alternative to previously released microphones with its Duo Microphone Kit, which is compatible with the myriad of karaoke games now available for the console.

Finally, the Speedlink 12-in-1 Starter Kit for the DSi XL gives handheld

gamers everything they need for the new device. Accessories in the bundle include a carry pouch, game cases, car charger, screen protectors and a microfibre cleaning cloth.

Meroncourt is also rolling out a range of Hello Kitty licensed products for younger female gamers.

DS owners will enjoy the Hello Kitty DS Lite Full Pack, which features a comprehensive range of handheld accessories. Included are Hello Kitty-

branded stylus pens, game card cases, earphones, screen protector, cleaning cloth, car charger and a protective cover for the DS itself.

Wii owners can pick up the Hello Kitty Wii Controller Pack, which features silicon skins that decorate the Remote and Nunchuk with artwork of the popular feline. The pack also includes a cleaning cloth, two security hand straps and Remote labels – all bearing the Kitty brand.

The Starter Pack is available in a range of colours including black, white and pink.

Alternatively DSi XL players on the go can opt for a smart protective leather case – in black or white – which comes packaged with a cleaning cloth and replacement stylus.

Wii owners are equally taken care of with the Wii Remote Charging Station, a device that includes four triple-A

rechargeable batteries thus removing the need for replacements.

When players switch off their Wii, the charging station can continue to charge, store and protect up to two Wiimotes. The station is available in black or white and is fully compatible with the Wii MotionPlus add-on.

Wii Fit fans can protect their Balance Board from dirt and scratches with a set of protective covers – elasticated for an

easy fit with cutouts for the switch and LED indicator. The cover is anti-slip and can be purchased in a variety of colours including pink, white and black.

Gamers can also enhance their Wii Sports Resort experiences with the 28in-one Sports Pack, featuring variously shaped Wii Remote attachments such as a baseball bat, ping pong bat, golf club, tennis racquet and steering wheel.

Meroncourt: 01462 680060

THE BLUE Ocean Accessories range features a wide selection of Nintendo Wii and DS peripherals, from carry cases, controllers and chargers through to Balance Board covers.

An essential Starter Pack for the DS provides gamers with a zip-up console case, two replacement stylus units, a pair of quality headphones, a cleaning cloth and a wrist strap to protect the DS Lite from knocks, drops and scratches.

Koch: 0870 027 0985

BLUE OCEAN

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SUMMER PERIPHERALS: SPECIAL FOCUS BIGBEN

WITH THE hugely popular Iron Man movie franchise returning to the big screen this month, and the game coming to multiple formats including DS, BigBen is providing gamers with an Iron Man accessories pack for the handheld.

The bundle includes a screen protection kit compatible with the DS Lite and DSi, Iron Man console case, cleaning pad and adjustable wrist strap, two stylus devices, four game card cases and stereo headphones.

As well as the Iron Man-branded DS pack, BigBen is also offering SpiderMan followers the same DS accessory bundle but with a Spider-Man theme.

Hello Kitty fans are also taken care of with a new special Kitty-shaped DS carry case. The protective unit contains space for the DS, three games and three stylus pens.

For console owners, a PS3 Mega Pack provides all the additional accessories a PS3 Slim player would

ever need. The box features a DVD remote control, console stand, wireless BigBen PS3 controller and a 1.2-metre HDMI cable, the latter giving HD TV gamers access to better picture quality than the standard scart input.

Furthermore a Wii balance board, which works with a variety of different games, enables players to save space with one unit rather than separate peripherals. It is available in black or white, to suit both new and old Wii

owners who own either black or white versions of the console.

Given the strength of this line-up, BigBen is confident of its place in the accessories market this summer.

Business development manager Ann Hurley says: “Combining value for money products alongside innovative and licensed lines enables us to provide retail with a winning combination that consumers continue to embrace.”

BigBen: 07787 283951

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SUMMER PERIPHERALS

POLAROID

AN ESTABLISHED name in the photography industry, Polaroid has entered the gaming peripherals market with a bang.

Key products at launch include an eight-in-one customisable gun set for Wii which is described as easy to assemble and is compatible with all shooting games for right and lefthanded players.

A multimedia dock for the DS Lite and DSi charges the handheld console and also features an integrated SD card reader. Polaroid’s universal microphone is compatible with a range of multiformat music games such as Lips, SingStar and Rock Band.

It supports the PS2, PS3, Xbox 360, Wii and PC platforms.

Finally the Cooking Mama stylus for the DS Lite and DSi adds realism to the handheld cooking sim with three interchangeable points – a knife, spatula and fork-shaped points.

Polaroid’s full line-up of gaming accessories includes PC mice and keyboards, controller chargers, carry cases and controllers.

AntiGrav: 01932 454929

MAD CATZ is strengthening its extensive product line-up with a series of keyboards, mice and joysticks.

The incredibly popular Street Fighter IV fightpads and arcade sticks return with new Super Street Fighter IV branding to accompany Capcom’s acclaimed new fighter, adding autofire and a range of new artwork. Last year, Mad Catz’s Tournament Edition fightstick won IGN’s ‘Accessory of the Year’ among other awards.

Coming this summer is the Cyborg R.A.T. premium gaming mice range.

Players can alter the height, width and texture of the mouse and tweak 15 programmable buttons.

Accompanying this is the Eclipse keyboard with its wireless touchsensitive LCD keypad and integrated trackball which acts as a mini-mouse.

Both products were unveiled at the 2010 Game Developers Conference.

For flight sim PC gamers, Saitek’s X65F HOTAS system is based on F16 flight controls and features 300 programmable button commands and extreme sensitivity.

The Cyborg F.L.Y. 9 wireless flight stick for the Xbox 360 boasts a desk and lap mount and is ideal for combat flight games.

Mad Catz: 01908 336538

MAD CATZ

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SUMMER PERIPHERALS: SPECIAL FOCUS

LOGIC3

LOGIC3 continues to prove itself as a key player in the UK game peripherals market with a range of accessories ranging from sound stations to steering wheels and pedals.

The SoundStation for DSi is designed to maximise handheld gamers’ experience by combining stereo speakers with a charging and storage device. It’s a fully portable mini sound system akin to an iPod docking unit with a powerful, clear sound. Similarly the SoundStation for Wii gets additional

charge docks for Wiimotes, a speaker system and two extra Watts of sound over the DSi unit. The device is powered by the Wii’s original AC adaptor and the speakers can be folded down for storage means.

The SoundStation3 for PS3 delivers an output of 20 Watts RMS via two sub-woofers. PS3 players also can wield the FreeBird Wireless Stealth Game pad, boasting LED player indicators, a PS3 Home button, motion sensing and USB connectivity.

When fully charged, the FreeBird’s battery lasts up to 30 hours before recharging is necessary.

Finally the Top Drive GT wheel caters the racing gamer with a variety of key selling points such as a ten-inch rubber grip steering wheel, vibration feedback for PS3, PC and PS2, adjustable steering sensitivity and a button relocation feature.

Logic3 is also a key player in the casual gaming accessories market, with gadgets for the iPhone and iPad.

Sales manager Paul Croucher says: “We have had great successes with our Nintendo DSi XL products and have been extremely busy with our newly launched range of BlackBerry covers, cases and charging solutions as well as adding several new speakers to our well established i-Station brand of iPhone and iPod docks.

“We are just finalising our extensive line up of iPad accessories ahead of the European launch date.”

cartridges. The packs are available in either burgundy, black or dark brown and are officially licensed by Nintendo.

For gamers on the move the Mini Transporter Case holds up to 12 game cards and a DS, and comes in three colours – green, red and blue.

Additional packs include the Character Essentials Kit, packaged with a Mario branded DS carry case, game

card case, cleaning cloth and two colourful character stylus units.

Other DS bundles include the Starter Kit, complete with carry case, in-car charger, three game card cases, stylus devices and headphones.

BDA expects more success this year.

Divisional VP of product development and marketing John Moore says: “Even Nintendo wasn’t able to anticipate the

huge increase in demand for both the Wii and Nintendo DS hardware in December, which led to unexpected tight inventory situations for our most popular accessories.

“We are expecting a much stronger 2010 for the accessory market. Power A should be well positioned based on recent trends.”

Logic3: 01923 471 000

THE DS IS the most successful handheld gaming console currently on the market, and BDA is distributing a range of Power A branded accessories at retail.

Power A’s DS XL Clean & Protect Kit includes six handy items – two screen protectors, a cleaning cloth, touch stylus, replacement stylus and a game card case which stores up to four

BDA: +1 425 492 6111

BDA

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Now available Venom Play Packs, Wireless V Mote and Wired V Chuk

Contact your Venom Account Manager now to find out more: 01763 284181 Email: joe.hurry@venomuk.com, dan.miles@venomuk.com or david.davies@venomuk.com

Nintendo速 and WiiTM are registered trademarks of Nintendo of America Inc. The names of actual products and companies mentioned herein may be the trademarks of their repective owners. This product is not sponsored,endorsed, licensed or approved by Nintendo of America Inc.

www.venomuk.com

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SUMMER PERIPHERALS: SPECIAL FOCUS

I-GLOBE

I-GLOBE Accessories is targeting the console gamer with a plethora of peripherals including racing wheels, DSi XL accessory packs, headsets, charging kits and controllers.

The black Wii racing wheel is perfect for owners of black Wii consoles with essential racers such as Mario Kart Wii, F1 2009 and Need for Speed: Nitro to name a few.

I-Globe also provides players with a magnetic charging disc and rechargeable

batteries to ensure their Wiimotes are always charged and ready to go.

The disc is powered by a one-metre USB cable which cuts off when the batteries are charged and two LED lights indicate the charging status.

A pair of headsets for the Xbox 360 and PS3 consoles ensures serious online gamers are at the front of their game.

The Xbox headset features 360degree rotation and an adjustable length for the perfect fit, while the PS3

bluetooth headset charges via the miniUSB controller cable and boasts a noisereducing microphone.

Handheld gamers will be pleased with the DSi XL accessory pack complete with console carry case, headphones, USB charging cable, car adaptor and a pair of stylus units.

Finally, a PS3 wired controller complements the rest of I-Globe’s set of essential peripherals. Not only does it work as a fully functional joypad for

sessions without the need for external USB hubs.

Competition Pro’s range of coloured Wiimotes and Nunchucks add some spice to the Wii with white, black, blue and pink controllers available.

Other Nintendo fans can also opt for DSi XL accessory bundles with the Starter, Essentials and Travel Essentials packs combining various products from screen protectors to car chargers, in a range of colours.

To meet the needs of the Xbox 360 Elite owner, Competition Pro has released one of their best-selling products for the format – the two-inone powerpack, now available in black.

This comes with a rechargeable battery pack and USB cable that allows players to charge and play, or charge only.

Other chargers for the Wii and PS3 are available in the form of various docking stations.

Sony’s console, it’s also compatible with the PC for cross-platform gaming.

Head of business development Paul Hay says: “2009 was very successful for I-Globe and we have increased our market share. ORB has established itself as a key accessories brand with well over a million ORB products being sold.

“I-Globe looks forward to a challenging but exciting 2010 as we gear up for the critical golden quarter.”

I-Globe Accessories: info@i-ga.co.uk

CONSOLE STANDS, controllers and chargers – three essential aspects of gaming that Competition Pro is confident it can deliver.

A PS3 console stand, ideal for owners of Sony’s latest Slim console, features four USB ports and an SD memory card slot that were present on the first generation PS3 consoles but didn’t make it to the PS3 Slim.

The additional USB ports are ideal for multiplayer Guitar Hero or Rock Band

Adi Wells from Competition Pro says: “Product lines over the years have always changed to incorporate new innovations and we have adapted and innovated our products accordingly.

“Our successes lie in the handheld accessories market and the DSi XL has now bolstered that again, along with the newer, now more affordable accessories like induction chargers for the Wii, Xbox 360 and PS3.”

Competition Pro: 01706 242070

COMPETITION PRO

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SUMMER PERIPHERALS: SPECIAL FOCUS

PINPOINT

THE VETERAN accessories firm will be focusing its summer line-up on three key labels, providing consumers with everything from replacement controllers to disc cleaners.

Pinpoint will continue its partnership with Nyko, distributing such products as the Wii Wand +, Nyko’s own vision of the Wii Remote. It features full motion technology and is compatible with MotionPlus.

Similarly, the company’s PS3 core controller recreates all features of the

official Sony joypad. It features an extra long, nine-foot cable for convenience and vibration feedback.

PS3 owners will also want to pick up the Nyko PS3 Media Hub Slim, built to compliment the slimmer console model and boasting four USB ports, an SD Card and Memory Stick reader, and a remote control.

Nyko’s Xbox 360 range includes the Intercooler TS White, which keeps the console running at optimal temperatures during any longer gaming

sessions, and the SpeakerCom, a headset that allows everyone in the room to chat to other Xbox Live players at the same time.

From the Enigma label, Pinpoint will be pushing its Wii Fitness Kit – a comprehensive collection that includes dumbbell holders for the Remote and Nunchuk, Yoga training mat, protective silicon skin for the Board and a replacement battery pack.

DS owners can pick up the Enigma DS Stylus Pack, which features white,

can even be used without the Wii being switched on – perfect for anyone trying to lose weight through more than just fitness gaming.

The company will also be distributing the Hubb PS3 Wireless Controller, the battery-powered alternative to Sony’s Dual Shock. It uses high performance 2.4GHz wireless technology to interact with the PS3 console and also features a Turbo function.

Interactive has two key Xbox 360 products lined up for the summer, starting with the Rudegameware 360

Primal Wireless H-Set. This is the only completely cordless heaset available for the console, allowing gamers to chat with Xbox Live friends.

It is powered by a rechargeable battery, and features a lightweight design and cushioned ear cups for greater comfort. The microphone promises crystal clear voice transmission thanks to its higher sensitivity over the official Xbox 360 headset’s microphone.

Also available is the Nyko Charge Base, which stores charges up to two

black and oversized red pens that are compatible with various forms of the Nintendo DS, including the DS Lite, DSi and DSi XL. Finally, Pinpoint’s GameDr and SkipDr cleaning systems allow gamers to maintain their discs and game console lenses, including Blu-ray devices. The former features patented ten-brush Cyclone Clean technology that removes all dust and dirt from inside the disc tray.

Pinpoint: 01606 558 428

INTERACTIVE IDEAS

FOCUSING on controller hardware, Interactive Ideas will be targeting consumers this summer with affordable alternatives to official game controllers and other accessories.

First up is the Snakebyte Wii Premium Fitness Board. This rival to the official Wii Balance Board recreates the weight-sensitivity and wireless connectivity of the Nintendo version, and presents it in a revised, sleek and elegant design.

The board can carry up to 180kg, and an integrated weight scale means it

controllers simultaneously. The rechargeable batteries last for up to 25 hours once fully charged and the station can be powered by either an AC Adaptor or a USB cable.

Finally, the Thrustmaster DSi XL Metal Cases give handheld owners sturdy and stylish protection for their new handheld.

The specially-crafted cases have been built to allow access to all ports, slots and cameras without having to remove the DSi itself.

Interactive Ideas: 0208 805 1000

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54 MCV585_final:46 MCV515

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Sponsored by 54 MCV 30/04/10

WWW.MCVUK.COM

PERSONNEL

Electronic Arts hires new UK publicist Tom Goldberger joins EA UK Sunner joins law firm Wiggin Lightning Fish expands programming team EA TOM GOLDBERGER has joined Electronic Arts as UK publicist.

He will work on the EA Games Label, handling media enquiries for such titles as Crysis 2, Dead Space 2, Medal of Honor, Need for Speed and all games from BioWare and DICE. Goldberger joined the games industry as assistant editor at Games2c.com. He also freelanced for the Picture Production Company.

“It’s good to have Tom on the team,” said UK PR director SIMON SMITH-WRIGHT. “Whilst he’s new to PR, Tom’s a massive gamer through

Goldberger will be working on EA’s biggest upcoming releases

and through and has made great media contacts through his previous role.”

Goldberger added: “I’ve just got my feet under the desk and I’m totally thrilled to be here.”

WIGGIN The media law firm has hired sector veteran NAV SUNNER to head up its computer games division.

He joins from rival company Osborne Clarke, where he worked as co-head of the firm’s Interactive Entertainment Group.

He has previously spent six years as head of legal at Codemasters, and a little under three years as Group General Counsel at Mastertronic.

Sunner will be responsible for developing Wiggin’s computer games practise and will support the firm’s clients in the games industry.

“I am thrilled to be joining Wiggin and am excited by its plans for the future,” said Sunner. “It’s a fantastic firm that truly understands sector focus and is filled with people who are passionate about the work they do.”

LIGHTNING FISH The UK-based developer of NewU Fitness First has appointed two

new programmers: ADRIAN SMITH and KARL MITSON. Both are recent graduates of Huddersfield University, and were part of the team that won second place in X48, A Microsoft XNA competition.

Additionally, Smith has already gained 18 months of experience in the industry, having worked on XBLA title YoHo Kablammo.

“I am enjoying working alongside the people who have made many of my favourite games,” said Smith.

Mitson added: “At Lightning Fish, I am happy to be able to work with the latest games technology.”

“Perfect sound combined with a good story results in a great atmosphere.

15 days is an excellent adventure for fans of the genre”- GamingXP

Released 25th June 2010 15 days © 2010 dtp entertainment AG. All rights reserved. Developed by House of Tales. Distributed by Lace Mamba Global Ltd. All company names, brand names, trademarks and logos are the property of their respective owners.

GD\V LQGG

For sales contact Glenn Hayes tel: 07919 415 728 email: glenn@lm-global.net

28 Dev105 DevelopAwards2010 Ad_final

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Wednesday July 14th, 2010 Hilton Metropole Hotel, Brighton, UK

For tickets and table sales please contact Kathryn.Humphrey@intentmedia.co.uk • +44 (0)1992 535 646 For sponsorship opportunities please contact Katie.Rawlings@intentmedia.co.uk • +44 (0)1992 535 646

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RETAILBIZ RECOMMENDED GAMES PRICE CHECK CHARTS NEW RELEASES

LOST PLANET 2 P60 Capcom’s third-person action shooter returns in this blockbuster sequel PURE FOOTBALL P62 Ubisoft’s latest football game is fronted

by England star Steven Gerrard ALPHA PROTOCOL P63 Sega’s modern spy RPG mixes James Bond with Jason Bourne and Jack Bauer CLASSIC GAMES P64 50 board, puzzle and card games come to DS via Foreign Media Games

OFF TO THE RACES It has been a long time coming, but finally Activision’s new IP is here to offer P58 something fresh to racing fans

NARUTO UNH 3 P64 The popular anime series returns to games in this beat ‘em up for PSP HIGH STREET P66 This week we check game prices in Chelmsford and speak to Dan Brown from Grainger Games in North Shields

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RETAILBIZ: BLUR 58 MCV 30/04/10

Action racer Blur is Activision Blizzard’s bold attempt to mix Mario Kart-style powerups with grown up highspeed thrills…

WWW.MCVUK.COM

by Dominic Sacco

are very confident Blur will meet consumer expectations.

“The defining features of Blur are, for one, the fantastic multiplayer which allows gamers to play up to four player

THE RACING genre has been through a revival of late, with a tally of new releases on current-gen platforms – and the next big title comes from Activision Blizzard.

We are investing heavily in Blur pushes the genre marketing to ensure forward by combining everyone is aware of Blur real-world racing come launch. locations with the ability to use offensive and Gary Sims, Activision defensive attacks complete with a social network-style split screen and against up to 20 racers interface, which focuses on the online. In addition, using the in-game gaming community. power ups helps to create unpredictable, Activision’s senior brand manager chaotic and extremely fun races.

Gary Sims says: “We have high “These key features, along with the expectations for Blur. The racing genre heritage of Bizarre Creations, are bound is a very competitive market but we to appeal to the gaming audience.”

“

Blur has been in development by Bizarre Creations over the past few years – the creators of well-established gaming franchises Metropolis Street Racer and Project Gotham Racing. More recently they have produced the hugely successful Xbox Live Arcade game Geometry Wars 1 and 2, putting Blur in good stead for retail success.

”

BLURRING GAME STYLES

The game boasts a wide range of modes and unique racing features to appeal to both racing game fans and newcomers to the genre.

Sims adds: “When we looked at the market we wanted to create a game that was easily accessible, with pick-up and play gameplay and lots of fun mixed

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SPEEDY MARKETING Activision has put together a huge marketing push to support Blur: The firm has secured print advertising across specialist press and advertorials in lifestyle media for the launch period.

The publisher has also booked search and high impact banner advertising and site takeovers on key gaming and lifestyle sites and social network portals.

A TV campaign will run on digital, terrestrial and satellite channels.

The company will be pushing trial activity through the Xbox Live multiplayer beta, along with events like the MCM Expo and some city centre experiential activity around the UK. A full suite of POS ranging from standees, posters, cubes, hanging banners and oversized boxes is available for retail.

with real world locations and real world cars. This marriage of gaming styles has created Blur and made it, as quoted by GameSpot UK, a ‘grown-up Mario Kart.’”

The multiplayer not only allows you to race against up to 20 other cars on track but also challenges your friends to beat your best times.

At the heart of the Blur experience is a fast-paced gritty racer with over 50 cars and a multitude of weapons and power-ups that add another level of competitiveness to the game. Gamers can carry three power-ups at once, which range from simple speed boosts to electrical bolt attacks, shields and explosive missiles.

The emphasis is on destruction as well as the social aspect, and players are encouraged to spin, launch and

explode cars off the track in whatever means possible.

Activision is confident that the accessibility of Blur will enable a broad range of gamers to pick up and play the title without having to possess previous racing game experience.

Sims adds: “It is always difficult to establish a new brand into the market but we have some great buzz going into launch. The multiplayer beta has been very well received by the press and consumers. We are investing heavily in marketing at launch to ensure everyone is aware of Blur.”

RACING TO RETAIL

To set Blur apart from other popular titles in the increasingly competitive racing game genre, Activision Blizzard

has set out a plan to ensure the game will ‘do for racing what Call of Duty did for shooters’, as its CEO Mike Griffith previously told MCV. “We have undertaken a lot of research to establish what action racing fans want from the genre to ensure Blur meets these requirements, and on top of this we have added our innovation to ensure it stands out,” says Sims.

“We are also in the very fortunate position of having Bizarre Creations working on this title, with their fantastic pedigree in creating racing games.”

Despite being a new IP in a popular genre, Activision Blizzard is positive about Blur performing well at retail.

Best of all, the firm has put together a bumper marketing campaign (see Speedy Marketing) to ensure the game

RELEASED: MAY 28 FORMATS: 360, PS3, PC PUBLISHER: ACTIVISION BLIZZARD DEVELOPER: BIZARRE CREATIONS PRICE: £49.99 DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388

lives up to its potential at retail.

Meanwhile, early previews in the specialist press have been very positive about the game’s quality.

“The focus for Blur has been to ensure gamers of all abilities are able to easily pick up and start racing straight away, whilst providing the core racing fans a product that is difficult to master,” concludes Sims.

Blur will be released on Xbox 360, PS3 and PC on May 28th.

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RETAILBIZ: LOST PLANET 2 60 MCV 30/04/10

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BIG EXPECTATIONS: Lost Planet 2 is one of Capcom’s biggest releases of the year and has already achieved positive review scores

Capcom’s action-packed Lost Planet gets a multiformat sequel complete with new characters and online co-op…

by Dominic Sacco

The original Lost Planet was a critical smash on release, selling over 2.8 million copies worldwide. It was also backed by a high-profile TV marketing push, something Capcom is looking to replicate with its sequel.

LOST PLANET 2 is one of Capcom’s ‘big three’ titles this year, setting itself up to surpass the success of the original Lost Planet: Extreme Condition – an All Format Chart-Track No.1 in January 2007.

Our campaign tagline has As a single-player and been ‘Kill Big’ and that’s multiplayer action epic, exactly how we intend to players are pitted against giant aliens in a jungle deliver: big. wasteland. Mixing the Karl Reader, Capcom third person genre with big guns and even bigger bugs is a Furthermore, triple-A sequels for combination Capcom has faith in.

Xbox 360 and PS3 have had a good “As the sequel to the million-selling time of it so far this year, with Mass Lost Planet our expectations are high,” Effect 2, BioShock 2, Just Cause 2 and says Capcom’s UK product and Bad Company 2 all topping the charts. community manager Karl Reader.

THE LOST WORLD “And expectations from the Lost Planet 2 is set on the original consumer are equally high. Our games’ planet E.D.N. III ten years after campaign tagline has been ‘Kill Big’ the events of the first game. Its once and that’s exactly how we intend to frozen plains have been heated up by deliver: big.”

“

human explorers to reveal exotic jungles and barren deserts.

Gameplay is predominantly a mixture of third person shooting, exploring and co-op, with players able to take control of giant mechs and change the course of the game’s storyline.

Reader adds: “We’re really hoping to capture the public's imagination with new features like fourplayer co-op, deep customisation, spectacular enemies and huge robotic suits to fight in.”

Lost Planet 2 also boasts a variety of cameos from other games, including Frank West from Dead Rising and Albert Wesker from Resident Evil.

Meanwhile, the 360 version gets Marcus and Dom from Gears of War and the PS3 edition features a heavily armoured hunter from the Monster Hunter series.

“The sequel is so much bigger than its predecessor it’s barely

”

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MCV 30/04/10 61

KILLER MARKETING Capcom has an extensive ‘Kill Big’ UK marketing campaign planned, encompassing the following: The firm has booked 30-second and 60-second TV ads targeting 16 to 34 year old males. The adverts will run during Sky Sports’ Champions League and Premier League football games, as well as film premieres across digital and terrestrial channels.

comprehendible – in particular the enemy Akrid bosses that fill the screen.

One of which is half the size of the planet the game exists on.

“We also have a new character customisation system, the possibilities of which run just short of one million variants. It really is that massive.

“The game will also be the first to be developed on Capcom’s updated proprietary technology, MT Framework 2.0, which means it'll be the most technically accomplished game we've ever created.”

PLANET-SIZED PRESS COVERAGE

As MCV goes to press, early reviews for Lost Planet 2 have been positive, with a string of high scores from the media.

Official Xbox Magazine branded the title a ‘Must Buy’ and awarded it eight out of ten, while PSM gave it nine out of ten.

As well as consumers and critics, Capcom says the game is just as

RELEASED: MAY 11 FORMATS: 360, PS3, PC (DATE TBC) PUBLISHER: CAPCOM DEVELOPER: CAPCOM PRICE: £39.99 DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388

important as the publisher’s other key releases this year.

Reader says: “This is one of the big three in Capcom’s portfolio and along with Dead Rising 2 and Super Street Fighter IV, forms part of a release schedule that is comparable to any other publisher’s over the next six months.”

With an established name, mammoth advertising campaign (see Killer Marketing), new online functions and a series of in-game Capcom cameos, Lost Planet 2 is looking to reach triple-A heights when it hits UK retail.

Lost Planet 2 will be released for Xbox 360 and PS3 on May 11th, with a PC version to follow in the autumn.

Online advertising will run across lifestyle websites including The Sun, Sky Sports and Spotify and specialist gaming sites IGN, Eurogamer and Gamespot. A social media and community campaign will further target gamers.

A ‘street-talking’ outdoor campaign will take place in phone boxes across major UK cities. Capcom has also partnered with LoveFilm to reach over one million subscribers through targeted envelopes and site takeovers.

Video-on-demand advertising partnerships have been formed with Channel 4, BT, Virgin and Sky throughout May and June.

Lost Planet 2 goodies will also be available to those who pre-order the new game.

In the US Capcom is running an additional campaign named ‘Kill Big for Charity.’ This deal pledges to donate $20,000 to charity once the Lost Planet 2 multiplayer demo tops one million downloads.

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RETAILBIZ: PURE FOOTBALL 62 MCV 30/04/10

WWW.MCVUK.COM

Ubisoft attempts to break into gaming’s most competitive market with its newest sports title, Pure Football – just in time for the World Cup…

by James Batchelor

offers consumers a choice of something a bit more fun and light-hearted.”

Of course, the ultimate goal is to become a major player in the football genre – a market that has been aggressively guarded by its leaders for decades, with newcomers coming and going over the years.

To help raise the profile of Pure Football, Ubisoft has enlisted the help of a British football legend to star in the game and become the face of its new sports property: Liverpool FC captain and this year’s England vice-captain, Steven Gerrard.

In fact, Gerrard is one of 230 elite players from 17 international teams included in the game. Fans of the sport are sure to find their favourites, and

FOOTBALL IS our nation’s most beloved and competitive sport and has just as strong a hold over our industry.

Every autumn, two titans clash for sales and the attention of consumers in a yearly battle that has become so heated that it’s almost unthinkable that a third pillar could emerge.

Daring to step into this arena is Ubisoft, determined to give consumers an alternative to rival titles, with next month’s Pure Football.

Unlike last year’s Péle-backed, family friendly Wii game Academy of Champions, this title aims for a much more traditional football audience – and Ubisoft claims it’s a key part of ongoing plans to firmly establish itself in the sports If you want simulation gaming market. football games, you have two “Ubisoft is committed options.

If you want anything to making a name for else, we are filling that gap. itself in the sports genre Phil Brannelly, Ubisoft in general and the launch of Pure Football is a step towards this goal,” says senior brand with so many names available to choose manager Phil Brannelly. from, Ubisoft has all it needs to capture “Pure Football is positioned as an the masses’ attentions. action title alongside the current “Our ambitions are to take one step dominant football simulation titles and at a time in what is very much a

“

polarised genre, with one title in particular seemingly dominating, but there is always room for other titles,” says Brannelly.

“As long as it offers a return on investment for the business, we will continue to move in the right direction.

Ubisoft is very proud that Steven Gerrard put his name to Pure Football – it shows we mean business.”

A FUNNY OLD GAME

Key to Pure Football’s offering is its unique take on the sport itself. While rivals titles play by the rules, Ubisoft’s game plays up to its name by simulating the sport in its purest form.

Teams have only five players, there are no red or yellow cards and the offside rule is deemed irrelevant. All gamers have to do is score.

It’s an interesting approach that opens football up to much more accessible and intense matches, and its something the publisher is confident will help it stand out from previous footballing hopefuls.

“If you want simulation football, you have two options,” explains Brannelly.

“If you want anything else, there is

”

RELEASED: MAY 28 FORMATS: XBOX 360, PS3, PC PUBLISHER: UBISOFT DEVELOPER: UBISOFT VANCOUVER PRICE: VARIOUS DISTRIBUTOR: GEM CONTACT: 01279 822800

nothing. We are filling that gap with Futsal style, hard but fair gameplay where there are no referees, a campaign mode, and the game players would like to play when they are not playing under the normal regulations.”

And, lest we forget, football will be at the forefront of the public mindset this summer. With the World Cup due to kick off soon, gamers will be looking for anything and everything that can help them relive the glory of the matches they have just seen, and Pure Football is more than ready to provide this.

“We have very realistic expectations for this title and supporting it with strategic marketing activity and promotions,” says Brannelly.

“The whole furore surrounding England’s World Cup campaign this year will really whip up a frenzy throughout June and July and drive interest in the game – especially with Steve G on the pack and our unique offering.”

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MCV 30/04/10 63

Obsidian carves out a new niche in the broad RPG genre with the industry’s first espionage RPG, sending gamers on the adventures of a super spy...

by James Batchelor

conspiracy behind a missile attack on a commercial flight.

The plot will feature a multitude of twists and the level of control gamers have over both Thornton and his missions means that their choices will be key to how the storyline progresses.

SPIES ARE SUCH a prominent part of literature, films, video games and childhood fantasies that it’s strange to think that no one has brought this vein of fiction to the RPG space before.

Recognising this oversight, it’s THE SPYING GAME Obsidian Entertainment that will be the In fact, choice is the key selling point of first to let gamers don a virtual tux in its Alpha Protocol. Whether its through the upcoming Alpha Protocol. dialogue scenes, their mission tactics or The developer has already earned a the way they customise their character, good reputation with RPG fans through the way players play has a significant its work on Knights of the Old Republic affect on the game’s outcome.

II and Neverwinter Nights 2, and Sega is confident its new IP will prove to be just as popular.

While Alpha Protocol may “Having Obsidian work seem similar to other RPGs, on Alpha Protocol has it brings something meant it has been highly groundbreaking to the genre. anticipated amongst RPG fans ever since its Anna Downing, Sega announcement,” says “Right from the start, players have the senior product manager Anna Downing. ability to mould Thorton into the spy of “Whilst on one hand Alpha Protocol their choice, defining everything from offers the gamer a similar experience to physical appearance to his background, hits like Mass Effect 2 and Heavy Rain, all of which in turn impacts his it also offers something groundbreaking abilities,” says Downing. within the RPG genre.”

“Players can choose to mould Alpha Protocol puts players in the Thorton as a soldier, stealth or saboteurrole of rookie agent Michael Thornton, style agent. With complete control over who is tasked with uncovering the

“

choice of combat style, Thorton will earn credits through the way the player chooses to play the game, opening customisable upgrades to armour, weapons, gadgets and spy skills.”

Sega describes the style of this title as a blend of the three JBs: gamers can charm the ladies like James Bond, gun down terrorists like Jack Bauer and use lightning quick reflexes to take down enemies like Jason Bourne.

The choices players make during dialogue scenes are also important to how they progress. As with Mass Effect and its recent sequel, Alpha Protocol gives players a range of stances and attitudes to take when conversing with key characters, ranging from the tone of their reply to actions that can bring to the scene.

So deal with an informant kindly and he may show you enough respect to give you the information you’re after. Alternatively, you can slam his head against a wall.

Whatever they choose will affect how that character deals with them in future and how other characters react to them.

With more and more action-orientated RPGs dominating the charts, Alpha Protocol’s unique setting and compelling

”

RELEASED: MAY 28 FORMATS: XBOX 360, PS3, PC PUBLISHER: SEGA DEVELOPER: OBSIDIAN ENTERTAINMENT PRICE: VARIOUS DISTRIBUTOR: CENTRESOFT CONTACT:0121 625 3388

storyline is sure to be a hit with fans of spy fiction.

The game goes to great lengths to make consumers feel like a globetrotting agent, while the depth of the choices involved should keep RPG fans more than satisfied.

Sega has drawn up a marketing campaign to ensure that the game hits its mark with the tagreted audience.

“The marketing campaign will be targeted towards male 16 to 34 core gamers, and the spy and mainstream action gamer fanbases,” says Downing.

A two-month print and online campaign will kick off in early May across specialist and lifestyle publications, which will include site takeovers, launch zones, dedicated competitions and a mini-hub with CVG andGamesRadar.

There will also be a TV campaign at launch featuring 20-second spots during specificaly targeted programming.

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RETAILBIZ: NARUTO UNH3/ CLASSIC GAMES 64 MCV 30/04/10

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The latest title based on the popular anime series offers four-player brawls on the PSP...

FMG readies a comprehensive collection of puzzle, board and card games onto one DS card...

by James Batchelor

by James Batchelor

RELEASED: MAY 14 FORMATS: PSP

OF ALL THE anime and manga properties that have managed to break into the Western markets, Naruto remains one of the most lucrative.

Following the adventures of a young aspiring ninja possessed by the spirt of the dreaded Nine-tailed Demon Fox, the franchise has seized the attentions (and the disposable income) of millions of consumers – not only through the animated show but through a myriad of video game adaptations.

The latest of these continues the Naruto Shippunden: Ultimate Ninja Heroes series on PSP, which focuses on the mystical combat and powers of the Naruto universe. In the third instalment, fans are treated to a brand new storyline, expanded multiplayer options and a vast roster of familiar characters to enjoy.

The first port of call for single players will be the Master Road campaign mode, which recreates the events of the Naruto Shippuden series – the sequel storyline to the original anime. As Naruto continues his journey to save his friend Sasuke, gamers are challenged with more than 80 misisons, each revolving around epic ninja battles.

As they progress, they will unlock up to 50 popular characters from the series,

PUBLISHER: NAMCO BANDAI DEVELOPER: CYBERCONNECT2 PRICE: £29.99 DISTRIBUTOR: ADVANTAGE CONTACT: 0121 5096 9585

each with their own moves and Jutsu powers. These are not only taken from the Shippuden series, but also the special spin-off film Kakashi Chronicles, including Young Kakashi and Obito Uchiha.

PLAYING TOGETHER

Finding their favourite fighter and mastering the different combat styles will be essential to securing victory in the multiplayer mode – a popular feature in the PSP series, and one that shows off the biggest improvement since the previous game.

Ultimate Ninja Heroes 3 caters for up to four players simultaneously – a first for the series. Gamers can either team up together or battle in a free-for-all mode, testing their ninja skills against each other.

There is even a three-player cooperative mode that allows fans to experience a selection of missions from the single-player campaign together. All of which makes Ultimate Ninja Heroes 3 ideal for the series’ dedicated fanbase.

WHILE VIDEO games are becoming an increasingly dominant form of entertainment today, their predecessors are still just as engaging as they were in the days before electricity and pixels.

Classic Games features more than 50 activities covering a range of puzzles, board games and card games.

DS owners will be able to enjoy the likes of Chess, Checkers, Backgammon, Solitaire, Mahjong, Sudoku, Texas Hold ‘Em Poker and more.

Naturally, each one has been developed to take advantage of the DS’ unique display and touch screen, making any of the available games accessible to consumers of all ages.

There are various difficulty levels for each game, allowing hardened puzzle fans to tweak them for a greater challenge, while less experienced players can enjoy step-by-step demonstrations for the more complex activities, such as Poker.

Consumers can work through the multitude of games on their own or test themselves against computer opponents, offering plenty of reply value.

CLASSIC APPEAL

The game is aimed at the broad DS demographic in the hopes that it will

RELEASED: MAY 14 FORMATS: DS PUBLISHER: FOREIGN MEDIA GAMES DEVELOPER: MOST WANTED ENT PRICE: £19.99 DISTRIBUTOR: ADVANTAGE CONTACT: 0121 506 9585

appeal to not only younger gamers looking for a more cerebral challenge but also older consumers who’d love to have their favourite distractions no more than a few taps away.

Additionally, the fact that Classic Games is hitting shelves only a few months after the DSi XL was launched in the UK will only help it engage with this audience.

“We truly believe that Classic Games is a unique offering for the UK consumer,” says Foreign Media Games’ MD Michel van Elmpt.

“It has proven its success in the Benelux market and we are now bringing it to the UK. It offers high value for money and its concept is easy to use and highly addictive.

“In connection with the new DSi XL, Classic Games is very appealing for an older audience. All popular classic games are on one cartridge: board games, card games, Mahjong, Match 3, puzzles and more. You will never get bored with this collection.”

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Check out MCVUK.COM/RELEASE-DATES for more

Ubisoft’s Prince has returned As Prince of Persia makes its transition to the big screen, Ubisoft prepares the fourth in the popular Sands of Time series. Meanwhile, there are plenty of core games on the way in May, including Alan Wake and Red Dead Redemption...

TITLE

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DS DS PC PC PC / DS Wii DS PC

Sports Casual Simulation Simulation Adventure Action Casual Simulation

O Games Foreign Media Games First Class Simulations Excalibur Publishing Ubisoft Nintendo Foreign Media Games Just Flight

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PC / PS3 / XBOX 360

Action

Capcom

0121 625 3388

Centresoft

PS3 PC XBOX 360 PC PC DS / Wii PSP DS PS3 / XBOX 360

Action/Adventure Simulation Adventure Simulation Simulation Mini-Games Fighting Simulation Sports

South Peak Mamba Games Microsoft Excalibur Publishing First Class Simulations South Peak Namco Bandai Ubisoft EA

0121 625 3388 01273 202220 01279 822800 01869 338833 01869 338833 0121 625 3388 0121 506 9585 01279 822800 0121 625 3388

Centresoft Lace Gem Open Open Centresoft Advantage Gem Centresoft

Wii PC DS DS DS PC XBOX 360 PSP / DS / Wii / PS3 / XBOX 360 PS3 / XBOX 360 DS PS3 / XBOX 360

Fighting Simulation Simulation Adventure Music Strategy Action/Adventure Action/Adventure Action/Adventure Action/Adventure Racing

THQ Excalibur Publishing Ghostlight South Peak Nintendo Mamba Games 505 Games Ubisoft Rockstar Disney Interactive Disney Interactive

0121 506 9585 01869 338833 01376 555 333 0121 625 3388 01753 483700 01273 202220 0121 506 9585 01279 822800 01279 822 800 0121 625 3388 0121 625 3388

Advantage Open Open Centresoft Open Lace Advantage Gem Gem Centresoft Centresoft

PC / PS3 / XBOX 360 Wii PC / PS3 / XBOX 360 PS3 / XBOX 360 PC Wii Wii Wii Wii PC / XBOX 360 XBOX 360 / PS3 / PSP

Action Music Racing Action Simulation Mini-games Action Casual Action FPS Fighting

Sega Foreign Media Games Activision Blizzard Namco Bandai Just Flight O Games Rising Star Games Atari Tecmo Koei City Interactive THQ

0121 625 3388 0121 506 9585 0121 625 3388 0121 506 9585 0845 234 4242 0121 625 3388 0845 234 4242 0121 506 9585 01462 476 130 01279 822800 0121 506 9585

Centresoft Advantage Centresoft Advantage Mastertronic Centresoft Mastertronic Advantage Open Gem Advantage

MAY 7th All Star 5-A-Side Football Classic Games Discover Great Britain German Truck Simulator Runaway: Twist of Fate Sin And Punishment 2 The Treasures of Montezuma Trainz 2010: Engineers Edition

MAY 11th Lost Planet 2

MAY 14th 3D Dot Game Heroes Achtung Panzer: Kharkov 1943 Collectors Edition Alan Wake Demolition Simulator Hurricane V Stuka Miniclips' Sushi Go Round Naruto Shippuden: Ultimate Ninja Heroes 3 Petz Fantasy Skate 3

MAY 21st All Star Karate Bus Simulator 2 Dancing on Ice Famous Jam with the Band Making History 2: War of the World MorphX Prince Of Persia: The Forgotten Sands Red Dead Redemption Sonny With A Chance Split/Second: Velocity

MAY 28th Alpha Protocol Armin van Buuren - In The Mix Blur Clash Of The Titans Class 20 Collection Great Party Games No More Heroes 2 Project Runway Samurai Warriors 3 Sniper UFC Undisputed 2010

MUSTSTOCK ...................................ALAN WAKE Released: May 14th Format: Xbox 360 Publisher: Microsoft Distributor: Gem Contact: 01279 822 800

It has taken over half a decade to finish, but finally Alan Wake makes its way to retail next month.

Anticipation for Remedy's psychological action thriller has been building for years, so UK stores should expect this one to sell big.

MUSTSTOCK ...PRINCE OF PERSIA: FORGOTTEN Released: May 14th Format: PSP, DS, Wii, PS3, Xbox 360 Publisher: Ubisoft Distributor: Gem Contact: 0121 822 800

unravel the mystery and find the lost treasures of Montezuma

OUT ON MAY 21ST

The Prince of Persia series hits the big screen next month in the latest Jerry Bruckheimer blockbuster. Although not a direct tie-in, Ubisoft’s The Forgotten Sands arrives with the movie, and its popular platforming gameplay should prove a retail hit.

66,67 MCV585_final

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RETAILBIZ: HIGH STREET 66 MCV 30/04/10

WWW.MCVUK.COM

Sponsored by

POLL WHICH POLITICAL PARTY WILL OFFER THE BEST SUPPORT FOR THE GAMES INDUSTRY?

REVIEW SCORES MCV provides the most important average review scores of the last few days – all sourced from Metacritic...

93%

35% Liberal Democrats

27% Labour

Super Street Fighter IV PS3, Capcom

87% 87% 83% 83% Splinter Cell, PC, Ubisoft

Sin & Punishment 2, Wii, Nintendo

29% Conservatives

Fragile Dreams Wii, Rising Star

Runaway: Fate PC, Focus

*Metacritic scores correct at the time of going to press

With the General Election looming, MCV asked online readers which political party would provide the best support for the games industry.

The Liberal Democrats led the way with 35 per cent of votes, followed closely by the Conservatives with 29 per cent. Labour received just 27 per cent of votes, despite

9% Other

pledging to offer tax breaks to the UK games industry back in March.

Just under a tenth of voters would prefer a different party entirely, possibly suggesting UKIP or the Green Party would be better for delivering tax relief.

Take part in MCV’s next poll at www.mcvuk.com

MARGIN MAKER

INDIE CHARTS - ALL FORMATS 1

2

THIS WEEK

LAST WEEK

1

3

4

5

TITLE/FORMAT

PUBLISHER

SPLINTER CELL: CONVICTION FORMAT: 360

DEVELOPER: UBISOFT MONTREAL PUBLISHER: UBISOFT

2

5

BATTLEFIELD: BAD COMPANY 2 360

3

3

JUST DANCE WII

4

NEW

GTA: EPISODES FROM LIBERTY COITY PS3

5

NEW

WOW 60 DAY TIME CARD PC

6

RE

NAPOLEON: TOTAL WAR IMPERIAL EDITION PC

7

6

NEW SUPER MARIO BROS WII

8

RE

9

8

10

RE

EA UBISOFT

UFC 2009: DISPUTED 360

ROCKSTAR

Saitek’s Pro Flight X-65F Combat Control System targets fans of combat flight simulators with a comprehensive, authentic throttle and stick combination, that boasts revolutionary Force Sensing technology for added realism.

Rather than moving the stick itself, gamers simply put pressure on the handle and the controller responds appropriately – just as it would in a real-

life jet fighter. The sensitivity can be customised on the fly and also works with the throttle controls.

As well as controlling two engines, the throttles can be locked together and used as one when flying single-engine virtual aircraft. The controller is compatible with Windows 7, XP, XP64 and Vista and is powered via USB. Interactive Ideas: 020 8805 1000

ACTIVISION BLIZZARD SEGA

DEAL OF THE WEEK

NINTENDO THQ

COD: MODERN WARFARE 2 360

ACTIVISION BLIZZARD

DRAGON AGE ORIGINS 360

ACTIVISION BLIZZARD

Charts compiled by Game Guide/Complete EPOS Solutions. For more information about Complete EPOS Solutions call 01543 370002. For more information about the Game Guide call 01606 836347.

GAME is offering customers an Xbox 360 Elite bundled with free copies of Splinter Cell: Conviction and Assassin’s Creed II for just £199.99. This gives buyers a total saving of £52.95.

66,67 MCV585_final

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RETAILBIZ: HIGH STREET WWW.MCVUK.COM

MCV 30/04/10 67 Sponsored by

PRICE CHECK [PRE ORDERS] Splinter Cell: Conviction 360, Ubisoft

GTA: Episodes Liberty City PS3, Rockstar

Red Steel 2 Wii, Ubisoft

Pokémon SoulSilver DS, Nintendo

Battlefield: Bad Company 2 PC, EA

TOP 10 DEMON’S SOULS BLACK PHANTOM

IN STORE: CHELMSFORD

PS3, NAMCO BANDAI

£39.99

£29.99

£29.98

£34.99

£34.99

£39.99

£29.99

£34.99

£34.99

£34.99

2. SUPER SF IV + T-SHIRT

£39.99

N/A

£34.99

£39.99

N/A

3. 2010 FIFA WORLD CUP

£39.72

£29.71

£32.71

£29.71

N/A

4. SUPER SF IV + T-SHIRT

PS3 ..................................................................CAPCOM PS3 ..........................................................................EA 360 ..................................................................CAPCOM

5. RED DEAD REDEMPTION

360 ................................................................ROCKSTAR

6. RED DEAD REDEMPTION: LIMITED ED

ONLINE

360 ................................................................ROCKSTAR

£39.99

£27.99

£34.99

£34.99

£26.99

£37.00

£24.73

£28.63

£29.70

£24.99

£37.99

£24.99

£29.99

£32.99

£24.99

£37.00

N/A

£32.99

£34.99

N/A

7. RED DEAD REDEMPTION: LIMITED ED

PS3 ................................................................ROCKSTAR

8. 2010 FIFA WORLD CUP

360 ..........................................................................EA

9. LOST PLANET 2 + T-SHIRT

360 ..................................................................CAPCOM

10. RED DEAD REDEMPTION

PS3 ................................................................ROCKSTAR Week ending April 23rd Source: SHOPTO.COM

FROM THE FRONTLINE This week’s frontline interviewee is Dan Brown from Grainger Games’ North Shields branch...

[PRE ORDERS]

TOP 10

What has been performing well? What has been underperforming?

Most of the big releases this year have done well. For example, God of War III has been great as PS3 continues to go from strength to strength. Nintendo Wii has gone a little quiet, but as always, you know they have stuff up their sleeves. We can’t wait for the 3DS.

GOD OF WAR: COLLECTION PS3, SONY 2. ALAN WAKE: LIMITED ED

360 ..............................................................MICROSOFT

3. RED DEAD REDEMPTION Do you think there were too many big games released in Q1?

No, because there are plenty of other big titles due for release this year. Plus, not everyone likes the same kind of games so the more new releasesm the better.

Then hopefully there will be something for everyone.

How much of a threat do supermarkets pose to your store?

I don’t think they are too much of a threat really as gamers like to come into a store where the staff know about the products they sell. We also have the

PS3 ................................................................ROCKSTAR

4. RED DEAD REDEMPTION

“Customers don’t seem ready for digital distribution yet and that won’t change if the PSPgo is anything to go by.”

360 ................................................................ROCKSTAR

5. GOD OF WAR: TRILOGY

PS3 ......................................................................SONY

6. 2010 FIFA WORLD CUP

PS3 ..........................................................................EA

7. RED DEAD REDEMPTION: LIMITED ED

360 ................................................................ROCKSTAR

advantage by allowing customers to trade in their old games.

How much of a threat does digital distribution pose to your store?

We’ve been hearing about this for a few years now. The majority of our customers

just don’t seem ready for digital distribution only yet – and personally I don’t think that will change any time soon if the PSPgo is anything to go by. Look at how many Game of the Year editions are now being released in disc format and continue selling successfully.

8. 2010 FIFA WORLD CUP

360 ..........................................................................EA

9. THE SIMS 3: AMBITIONS

PC ............................................................................EA

10. SUPER STREET FIGHTER IV

PS3 ..................................................................CAPCOM Week ending April 23rd Source: PLAY.COM

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Page 1

RETAILBIZ: RETAIL CHARTS 68 MCV 30/04/10

WWW.MCVUK.COM

Check out RETAILBIZ at WWW.MCVUK.COM

OFFICIALUKCHARTS NINTENDO DS THIS LAST WEEK WEEK

[1] [FULL PRICE]

TITLE

POKÉMON SOULSILVER

2 3 4 5 6 7 8 9 10

POKÉMON HEARTGOLD NINTENDO NEW SUPER MARIO BROS NINTENDO PEPPA PIG: FUN AND GAMES P2 GAMES PROFESSOR LAYTON & PANDORA’S BOX NINTENDO MARIO KART DS NINTENDO MARIO & LUIGI: BOWSER’S INSIDE STORY NINTENDO SONIC CLASSIC COLLECTION SEGA JEWEL QUEST MYSTERIES: EMERALD GSP/AVANQUEST MARIO & SONIC: WINTER OLYMPICS SEGA

2 3 4 7 6 5 9 NEW

10

WII THIS LAST WEEK WEEK

TOP 40ALL

PUBLISHER

1

[ENTERTAINMENT - ALL PRICES]

DEVELOPER: NINTENDO PUBLISHER: NINTENDO

[2]

1

PUBLISHER

FORMAT: XBOX 360 DEVELOPER: UBISOFT MONTREAL PUBLISHER: UBISOFT

THIS WEEK

LAST WEEK

2

2

JUST DANCE Wii

3

3

GTA: EPISODES FROM LIBERTY CITY PS3, PC, 360 ROCKSTAR

4

5

WII FIT PLUS Wii

5

NEW

6

4

[FULL PRICE] TITLE

SPLINTER CELL: CONVICTION

[3]

TITLE

PUBLISHER

MONSTER HUNTER TRI Wii

7

WII SPORTS RESORT Wii

9

COD: MODERN WARFARE 2 360, PS3, PC, DS

9

6

JUST CAUSE 2 PS3, 360, PC

10

8

POKÉMON SOULSILVER DS

NINTENDO NINTENDO

1

11

POKÉMON HEARTGOLD DS

DEVELOPER: CAPCOM PUBLISHER: CAPCOM

10

FIFA 10 360, PS3, Wii, PS2, DS, PC, PSP

2 3 4 5 6 7 8 9 10

NEW SUPER MARIO BROS WII NINTENDO MARIO KART WII NINTENDO MARIO & SONIC: WINTER OLYMPICS SEGA SONIC & SEGA ALL-STARS RACING SEGA F1 2009 CODEMASTERS RED STEEL 2 UBISOFT RABBIDS GO HOME UBISOFT HASBRO FAMILY GAME NIGHT: VOL 2 EA JAMES CAMERON’S AVATAR UBISOFT

THIS LAST WEEK WEEK

TITLE

1

JUST DANCE

2 3 4 5 6 7 8 9 10

WII FIT PLUS WII SPORTS RESORT WII PLAY EA SPORTS ACTIVE MONOPOLY MY FITNESS COACH: GET IN SHAPE CARNIVAL: FUNFAIR GAMES CARS: RACE-0-RAMA CALL OF DUTY: WOLRD AT WAR

2 3 4 6 5 10 11 14 30

SQUARE ENIX

EA

12

NEW SUPER MARIO BROS WII Wii

14

29

BAND HERO 360, PS3, Wii, PS2, DS

15

13

SONIC & SEGA ALL-STARS RACING PS3, 360 Wii, DS SEGA

16

18

FINAL FANTASY XIII 360, PS3

NINTENDO ACTIVISION BLIZZARD

SQUARE ENIX

17

16

FORZA MOTORSPORT 3 360

18

15

ASSASSIN’S CREED II 360, PS3, PC

UBISOFT WARNER BROS

MICROSOFT

19

14

LEGO BATMAN PC, DS, PS3, 360, Wii, PSP

20

26

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

THIS LAST WEEK WEEK

PUBLISHER

NINTENDO ACTIVISION BLIZZARD

13

PC CD-ROM

[BUDGET PRICE]

EA

7

11

WII

CAPCOM

8

12

[4]

NINTENDO

BATTLEFIELD: BAD COMPANY 2 360, PS3, PC

MONSTER HUNTER TRI

1 2 3 4 6 7 9 12 13

UBISOFT

[FULL PRICE]

TITLE

PUBLISHER

1

FOOTBALL MANAGER 2010

NINTENDO

2

2

THE SIMS 3

NINTENDO

3

4

NAPOLEON: TOTAL WAR

NINTENDO

4

3

GTA: EPISODES FROM LIBERTY CITY

EA

5

5

BATTLEFIELD: BAD COMPANY 2

EA

EA

6

7

THE SIMS 3: WORLD ADVENTURES

EA

UBISOFT

7

8

C&C4: TIBERIAN TWILIGHT

2K PLAY

8

9

DAWN OF WAR II: CHAOS RISING

THQ

9

10

WOW: LICH KING

ACTIVISION

10

11

THE SETTLERS 7: PATHS TO A KINGDOM

[5]

DEVELOPER: UBISOFT (FRANCE) PUBLISHER: UBISOFT

DEVELOPER: SPORTS INTERACTIVE PUBLISHER: SEGA EA SEGA ROCKSTAR

EA THQ ACTIVISION BLIZZARD UBISOFT

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MCV 30/04/10 69

despite being down 41 per cent in sales.

In second place remains Just Dance – the publisher’s fastest-selling new Wii IP. This saw a drop of 31 per cent as did GTA: Episodes From

Liberty City.

Rockstar’s game stays in third place while Nintendo climbs to No.4 with Wii Fit Plus.

PS3

L FORMATS

THIS LAST WEEK WEEK

Highest New Entry

21

17

MARIO & SONIC: WINTER OLYMPICS Wii, DS

22

NEW

DEAD TO RIGHTS: RETRIBUTION 360, PS3 NAMCO BANDAI

23

21

MARIO KART WII Wii

24

20

GOD OF WAR III PS3

25

19

GRAND THEFT AUTO IV 360, PS3, PC

SEGA

NINTENDO SONY

The highest new entry is Capcom’s Monster Hunter Tri on Wii. It takes fifth place, making it the UK’s most successful Monster Hunter title at launch in terms of sales. Previous games in the series include 2005’s Monster Hunter on PS2 and three Monster Hunter Freedom PSP titles.

This week’s other new entry Dead to Rights: Retribution comes in at No.22. dominic.sacco@intentmedia.co.uk

[FULL PRICE] TITLE

PUBLISHER

1

GTA: EPISODES FROM LIBERTY CITY

2 3 4 5 6 7 8 9 10

BATTLEFIELD: BAD COMPANY 2 EA JUST CAUSE 2 SQUARE ENIX GOD OF WAR III SONY FIFA 10 EA HEAVY RAIN SONY COD: MODERN WARFARE 2 ACTIVISION BLIZZARD FINAL FANTASY XIII SQUARE ENIX DEAD TO RIGHTS: RETRIBUTION NAMCO BANDAI BATMAN: ARKHAM ASYLUM - GAME OF THE YEAR EIDOS

2 3 4 6 5 7 8 NEW

11

DEVELOPER: ROCKSTAR NORTH PUBLISHER: ROCKSTAR GAMES

ROCKSTAR

26

22

NEW SUPER MARIO BROS DS

27

35

ARKHAM ASYLUM - GOTY PS3, 360, PC

28

32

MEGA DRIVE ULTIMATE COLLECTION PS3, 360

NINTENDO

PSP

SQUARE ENIX SEGA

[FULL PRICE]

ALIENS VS PREDATOR 360, PS3, PC

SEGA

THIS LAST WEEK WEEK

30

FOOTBALL MANAGER 2010 PC

SEGA

RE

METRO 2033 PC, 360

THQ

31

DRAGON AGE: ORIGINS 360, PS3, PC

33

28

HEAVY RAIN PS3

1

LITTLEBIGPLANET

32

34

RE

HALO 3: ODST 360

MICROSOFT

35

27

PEPPA PIG: FUN AND GAMES Wii, DS

P2 GAMES

2 3 4 5 6 7 8 9 10

FIFA 10 GRAN TURISMO BEN 10: ALIEN FORCE: VILGAX ATTACKS ASSASSIN’S CREED: BLOODLINES FOOTBALL MANAGER 2010 DISSIDIA: FINAL FANTASY NEED FOR SPEED: SHIFT JAMES CAMERON’S AVATAR: THE GAME PRO EVOLUTION SOCCER 2010

29

23

30 31

EA SONY

36

25

BEN 10: VILGAX ATTACKS 360, Wii, DS, PSP, PS2

37

36

PEPPA PIG: THE GAME Wii, DS COD: WORLD AT WAR 360, PS3, PS2, Wii, DS, PC

D3P P2 GAMES

38

RE

39

34

TIGER WOODS PGA TOUR 10 PS3, 360, PC, PSP, WII, PS2

40

33

WWE SMACKDOWN 2010 360, PS3, Wii, DS, PSP

PC CD-ROM THIS LAST WEEK WEEK

1 2 3 4 5 6 7 8 9 10

2 8 10 6 4 7 3 9 11

ACTIVISION BLIZZARD EA THQ

TITLE

PUBLISHER

SIMS 3: DESIGN & HIGH-TECH STUFF DEVELOPER: THE SIMS STUDIO PUBLISHER: EA CITY INTERACTIVE

DRAGON AGE: ORIGINS

EA

MYSTERY CASE FILES: DIRE GROVE

FOCUS

ASSASSIN’S CREED

FOCUS

ROME: TOTAL WAR

GSP/AVANQUEST

MURDER, SHE WROTE

FOCUS

WOW: BATTLE CHEST

ACTIVISION BLIZZARD

SNIPER: ART OF VICTORY

1 5 3 4 7 9 8 6 RE

TITLE

CITY INTERACTIVE

HIDDEN EXPEDITION: DEVIL’S TRIANGLE

FOCUS

THIS LAST WEEK WEEK

PUBLISHER

DEVELOPER: MEDIA MOLECULE PUBLISHER: SONY

XBOX 360

[BUDGET PRICE]

SHUTTER ISLAND

WEEK ENDING 24/04/10

EA SONY D3P UBISOFT SEGA SQUARE ENIX EA UBISOFT KONAMI

[FULL PRICE]

TITLE

1

SPLINTER CELL: CONVICTION

2 3 4 5 6 7 8 9 10

BATTLEFIELD: BAD COMPANY 2 COD: MODERN WARFARE 2 JUST CAUSE 2 FORZA MOTORSPORT 3 FIFA 10 HALO 3: ODST FINAL FANTASY XIII ASSASSIN’S CREED II METRO 2033

2 3 4 5 6 9 7 10 14

(c) ELSPA, Compiled by ChartTrack

SPLINTER CELL: Conviction has held on to the No.1 spot for the second consecutive week,

PUBLISHER

DEVELOPER: UBISOFT MONTREAL PUBLISHER: UBISOFT EA ACTIVISION BLIZZARD SQUARE ENIX MICROSOFT EA MICROSOFT SQUARE ENIX UBISOFT THQ

[SOURCE]

[ANALYSIS]

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YOUR ESSENTIAL GUIDE TO SERVI

G N I M O C

SOON

sourceb TO BE INCLUDED IN THIS GUIDE PLEASE CONTACT:

ROB.BAKER@INTENTMEDIA.CO.UK OR 01992 535647

creative and promotional SErvices 3DI Tel: 0845 4582898 www.threedi.net

Indigo Pearl Tel: +44 (0)20 8964 4545 www.indigopearl.com

The Audio Guys Ltd Tel: +44 (0) 1788 565230 www.theaudioguys.co.uk

AN.X Ltd. Tel: 020 7785 7156 www.anxagency.com

JR DESIGN Tel: +44 (0) 7824 506436 www.joeryandesign.co.uk

The Pixel Tel: 0800 043 1040 www.thepixel.com

Ark VFX Ltd. Tel: 0114 268 4999 www.arkvfx.net

Media Safari PR Tel: +44 (0)1225 471 202 www.mediasafari.co.uk

Über Tel: 0114 278 7100 www.uberagency.com

Barrington Harvey Tel: +44 (0)1462 456780 www.bhpress.co.uk

More Creative Tel: 020 7561 6010 www.morecreative.co.uk

uk distribution and logistics

Bastion Tel: +44 (0)20 7421 7600 www.bastion.co.uk

Multiplay Tel: +44 (0)20 7100 1337 www.multiplay.co.uk

Gfk Chart-Track Ltd Tel: +44 (0) 20 8741 7585 www.chart-track.com

Parker Consulting Ltd Tel: 07771571639 www.parkerconsulting.biz

Dilute Recordings Tel: 01483 306834 www.diluterecordings.com

PMA Marketing Tel: 020 7483 0568 www.pmamarketing.com

Eye-D Creative Ltd Tel: +44 (0)20 7407 1440 www.eye-dcreative.co.uk

RAINBOW PRODUCTIONS Tel: +44 (0)20 8254 5300 www.rainbowproductions.co.uk

FEREF Tel: +44 (0)207 292 6330 www.feref.com

RealtimeUK Tel: 01772 682 363 www.realtimeuk.com

FINK Creative Ltd Tel: 01480 302350 www.finkcreative.com

Richard Jacques Studios Tel: 07831 756977 www.richardjacques.com

Fluid Tel: +44 (0)121 212 0121 www.fluidesign.co.uk

Shorewood.Blueprint Tel: 020 7183 9666 www.shorewood-blueprint.com

Freeform.London Tel: 020 7183 6664 www.freeformlondon.co.uk

Side Tel: +44 (0) 207 631 4800 www.side.com

Frontroom Tel: 020 7384 5400 www.frontroom.com

SKYSKRAPER® Tel: +44 (0)20 7252 3288 www.skyskraper.net

Game Frontier Ltd Tel: 0870 420 2424 www.gamefrontier.com

Studio CO2 Tel: +44 (0) 1483 414 415 www.studioco2.com

Discstribution Tel: + 44 (0) 845 4308735 www.discstribution.com EntaTech Tel: 0333 101 1000 www.entaonline.com Gem Tel: 01279 822822 www.gem.co.uk Gem Logistics Tel: 0845 456 6400 www.gemlogistics.co.uk Meroncourt Europe Ltd Tel: +44 (0) 1462 680060 www.trade.meroncourt.co.uk

international distribution ComputerLand doo Tel: +381 11 309 95 95 www.computerland.rs CURVEBALL LEISURE Tel: 01792 652521 www.thegamecollection.net Funtastic Tel: +61 3 9419 5444 www.funtastic.com.au GameStreamer, Inc. Tel: 001-813-527-0383 www.gamestreamer.net

LO

38,39 MCV584_final

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Page 2

CE COMPANIES

In association with

ook 2010 COPY DEADLINE: FRIDAY JUNE 11th

LOCALISATION QA AND TESTING

Tel: +44 1 480 210 621 www.usspeaking.com

legal services

4-Real Intermedia GmbH Tel: +49 (0) 69809088 - 0 www.4-real.com

Orange Studio Tel: +39 051 588 04 50 www.orangestudio.it

Harbottle & Lewis Tel: +44 (0)207 667 5000 www.harbottle.com

Absolute Quality Tel: +44 (0)141 220 5600 www.absolutequality.com

Partnertrans Tel: +44 1753 247731 www.partnertrans.com

Marriott Harrison Tel: +44 (0)20 7209 2000 www.marriottharrison.co.uk

ANAKAN GmbH Tel: +49 (0) 30531420450 www.anakan.de

PlayableGames Tel: 020 7421 6487 www.playablegames.net

software development

Babel Tel: 01273 764100 www.babelmedia.com

Testronic Laboratories Ltd Tel: +44 (0)1753 653722 www.testroniclabs.com

Cenega Poland Sp.Zo.o Tel: +48 22 574 2578 www.cenega.com

Universally Speaking Tel: +44 1 480 210621 www.usspeaking.com

Enzyme Labs Tel: +1 (450) 229-9999 ext.312 www.enzyme.org

U-TRAX Tel: +31 30 293 2098 www.utrax.com

ChaYoWo Games Tel: +1 917.650.0010 www.chayowogames.com Crytek UK Tel: +44 115 949 0808 www.crytek.com Data Design Interactive Tel: +44 0 1384 44 79 00 www.datadesign.uk.com xaitment GmbH Tel: +49 (0) 6897-600 80-0 www.xaitment.com

manufacturing services Arvato digital services Tel: 0121 502 7800 www.arvatodigitalservices.com

OK Media Tel: +44 (0) 20 7688 6789 www.okmedia.com

DISCHROMATICS LTD Tel: 01495 243222 www.dischromatics.co.uk

Technicolor Tel: 0208 987 7829 www.technicolor.com

MPO UK Tel: +44 (0) 20 8956 2727 www.mpo-international.com

The Producers Limited Tel: 0845 234 2444 www.theproducers.co.uk

Multi Media Replication Ltd Tel: +44(0) 1264 336330 www.replication.com

Total Console Repair Ltd Tel: 08719 181 721 www.totalconsolerepair.co.uk

gaming accessorieS AntiGrav Media Ltd Tel: 01932 454929 www.antigrav-media.co.uk Hubb Accessories Tel: 01642 204343 www.playwithhubb.com I-Globe Accessories Ltd Tel: 01332 756610 www.i-ga.co.uk Logic3 plc Tel: 01923 471000 www.logic3.com

recruitment Aardvark Swift Tel: 01709 876877 www.aswift.com

Game Options Ltd Tel: +44 (0)1382 731909 www.gameops.co.uk

Pebble Entertainment GmbH Tel: +49 (231) – 477 927 0 www.pebble-entertainment.com/en

Amiqus Tel: 01925 252588 www.amiqus.com/games

Specialmove Consultancy Ltd Tel: +44 (0) 141 585 6491 www.specialmove.com

Pinpoint Consumer Elec.

Tel: +44 (0) 1606 558 428 www.pinpointce.co.uk

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INTERNATIONAL DISTRIBUTION 72 MCV 30/04/10

WWW.MCVUK.COM

International Distribution Guide AUSTRALIA

ESTONIA

All Interactive.................Helensvale Town Centre

Andrico ..............................................................Tallinn

AUSTRIA

FINLAND

Koch Media GmbH...............................Rottenmann

Panvision Oy.......................................................Turku

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

FRANCE

SERBIA

Play Art Multimedia Handels GmbH....Rankweil

BELGIUM

INDIA

RUSSIA Hitzona.............................................................Moscow Noviy Disk .......................................................Moscow Soft Club..........................................................Moscow

EMC GROUPE CASINO..........Croissy Beaubourg

COMPUTERLAND DOO Kumodraska 45

CLD DISTRIBUTION S.A.

INNELEC MULTIMEDIA

11000 Belgrade, Serbia

ZI Noville les Bois, Rue de la Tour,

45 rue Delizy,

Tel:+381(0)11 309 95 95

2b 5380 FERNELMONT, Belgium

93692 PANTIN Cedex, France

Fax:+381(0)11 309 95 96

Phone: 0032 81 83 02 07

Email purchase: f_alglave@innelec.com

mail:games@computerland.rs

Fax: 0032 81 83 02 09

Email export sales: g_armspach@innelec.com

website:www.computerland.rs

E-mail: infos@cld.be

Tel: 00.33.1.48.10.55.55

Web: www.cld.be Wholesaler Gaming products Official Benelux distributor for

BENELUX

SINGAPORE

Hed-Arzi......................................................Or-Yehuda

Replay Interactive....................................Singapore

ITALY

SOUTH AFRICA

439 avenue de la Gare

Cidiverte Spa ...............................................Gallarate

Midigital ..............................................Johannesburg

84470 Chateauneuf de Gadagne

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

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

Email : xavier@supremefactory.com

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

Phone : 0033 432 751 165

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

SPAIN

Fax : 0033 432 751 160

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

Ardistel. S.L..................................................Zaragoza

SUPREME FACTORY

Horelec S.A............................................Bruxelles

ISRAEL

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

NETHERLANDS GAMEWORLD

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

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

JC Distribuciones .............................................Getxo Shine Star, S.A...........................................Barcelona

JOWOOD ENTERTAINMENT AG

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

Tel: +31 10 298 3838

Heiligenstädterstrasse 201-203/19

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

1190 Wien, Austria

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

Tel: +43 (0)1 37909 0 Fax: +43 (0)1 37909 1064

CYPRUS Gibareio.............................................................Nicosia

Web: www.jowood.com

GERMANY

DistribucionesVideográficas Digitales ....Madrid

EBS-Benelux...........................................Bunschoten Cornusbaan 1, 2908 KB Capelle A/D IJssel Web: rishi@gameworld.nl

Distribuciones Videográficas Digitales ....MADRID

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

NEW ZEALAND

SWEDEN Bergsala AB............................................Kungsbacka

Gamewizz..........................................................Albany

NORWAY Pan Vision Norway.....................................Trollasen

Groß Electronic .......................................Rohrnbach

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

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

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

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

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

PO Box 5083

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

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

S-650 05 Karlstad, Sweden

GREECE

POLAND

tel. +357 22 666612

Centric ...............................................................Athens

CD Projekt Sp. z o.o......................................Warsaw

www.greatgames.com.cy

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

GOODTONES GREAT GAMES LTD 1 Alkaiou Street / Office 1 / Engomi / Nicosia 2404 / Cyprus

GAME OUTLET EUROPE AB

Phone: +46 54 854750 Fax: +46 54 854759 E-mail: info@gameoutlet.se Website: www.gameoutlet.se

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

DENMARK

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

HUNGARY Antec .............................................................Budapest

ICELAND GATEWAY DISTRIBUTION APS

Sena ................................................................Reykavik

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

TECHLAND Sp. z o.o. ul. Jana Szczyrki 12, 54-426 Wroclaw, Poland E-mail: business@techland.pl Phone: +48 71 354 46 10

+44 1279 408 665 (UK)

Fax: +48 71 354 46 10

TURKEY ARAL Import..................................................Istanbul

+45 7026 0870 (DK) www.gatewaydistribution.dk

ABC Software GmbH.......................................Buchs

Web: www.techland.pl

Gateway Distribution ApS

dt@gatewaydistribution.dk

SWITZERLAND

PORTUGAL

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

ecofilmes...............................Sao Joao Da Madeira

TO ADVERTISE IN THE INTERNATIONAL DISTRIBUTION GUIDE PLEASE CONTACT ROB.BAKER@INTENTMEDIA.CO.UK

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EDITORIAL PLANNER WWW.MCVUK.COM

The International Distribution Guide is dedicated to promoting companies outside of the UK. If you are looking for new customers overseas, then look no further...

UNITED STATES

MCV 30/04/10 73

UPCOMING FEATURES A glimpse at some of the special features coming up in MCV, the only trade publication that covers all sectors of the video games market...

FRIDAY MAY 14th

FRIDAY JUNE 11th

TOP 20 INDIES

E3 2010 SPECIAL

Independent retail remains a thriving sector in the UK, with chains such as Grainger Games continuing to grow.

MCV gives a run-down of the 20 best independent games retailers in the UK.

The biggest event in the games industry’s calendar returns and, as the offical International Media Partner for the event, MCV brings you a complete guide to this year’s E3 Expo. We look at how the organisers have improved the 2010 event over its predecessors, and offer a roundup of what to expect, including: A breakdown of the venue, including stand locations for all of the major publisher and format holders, and a schedule of key presentations.

Interviews with major execs from some of the industry’s leading publishers.

An international guide detailing the leading services companies in both established and emerging territories.

BASCO, INC. VIDEO GAMES DISTRIBUTOR Tel: 1-917-627-3000 Fax: 1-718-228-4401 Email: sales@bascodistribution.com Web: www.bascodistribution.com

U.S. GAMES DISTRIBUTION, INC. 16700 Schoenborn St. #2 North Hills, CA. 91343 Tel: +1 818 920 9393 info@usgamesdist.com www.usgamesdist.com

UAE ALESAYI UNITED COMPANY Video Games Distributor in the Middle East P.O BOX 16999 Jebel Ali Free Zone Dubai U.A.E. Tel: 00971 4 883 5960 Fax: 00971 4 883 5175 E-Mail: marketing@alesayi.ae

CHINA TERRITORY REPORT One of the biggest markets in the Far East, China is also one that bears the most differences when compared to Western territories. We explore the challenges publishers face in the region with an in-depth look at China’s growing games market and the major trends sweeping the region such as the continuing popularity of online gaming.

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

FRIDAY MAY 21st

AFRICA TERRITORY REPORT

FRIDAY JUNE 18th

DISTRIBUTION SPECIAL

PLUTO GAMES PO 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

Africa may seem an unlikely territory for gaming, with civilisation spread thinly around this gargantuan continent and largely found on the northern and southern coasts.

MCV details the major players and retailers in this region, as well as the unique processes by which games are published and released in Africa.

MCV takes an in-depth look at the biggest issues facing the always-important distribution sector. We speak to the major players – from pick ‘n’ pack specialists to multifaceted sales and marketing behemoths – about the future of the supply chain and how they will be tackling the challenges ahead for the distribution side of the games trade.

FOR MORE DETAILS CONTACT: CHRIS.DRING@INTENTMEDIA.CO.UK

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TO ADVERTISE CONTACT ROB BAKER ON: 01992 535647 OR

DIRECTORY KEY CONTACTS

DESIGN STUDIOS Fink. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01480 302352

GAMING ACCESSORIES

...bringing you all the right lines

DISC REPAIR Elm-Digitalia UK . . . . . . . . . . . . . . . . . . . . . . 0845 643 6021 Total Disc Repair . . . . . . . . . . . . . . . . . . . . . 01202 489 500 DIGITAL DISTRIBUTION Green Man Gaming . . . . . . . . . . . . . . . . . . . . 020 7193 6910 TripleACodes.com . . . . . . . . . . . . . sales@tripleacodes.com 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 689720 Logic3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01923 471 000 Meroncourt . . . . . . . . . . . . . . . . . . . . . . . . . . 01462 680060 Universal Games Distribution (UK) Ltd . . 0208 787 7030 USD Limited . . . . . . . . . . . . . . . . . . . . . . . . . . . 01933 227220

Wii Charge Station Quad

360 Intercooler TS Black

LCD / Plasma Cleaning Mitt

Classic Disc Repair System

GAMING ACCESSORIES Pinpoint. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01606 558428 GAMES CONSOLE REPAIR Total Console Repair Ltd . . . . . . . . . . . . . . . 087 19 18 17 21 LOCALISATION Partnertrans . . . . . . . . . . . . . . . . . . . . . . . . . . 01273 229030 Testronic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01753 653 722 Universally Speaking. . . . . . . . . . . . . . . . . . . . 01480 210621 RETAIL SERVICES Complete Epos Solutions Ltd. . . . . . . . . . . . 01543 370002 STORE FITTINGS AMA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0113 2311030

WWE DSi Crystal Case

DS Lite / DSi / DSi XL Stylus Pack

General enquiries:

01606 558 428

or email: enquires@pinpointce.co.uk Road One, Winsford, Cheshire CW7 3QG www.pinpointce.co.uk Part of the Pinpoint Group PINPOINT . . . . . . . . . . . . . . . . . . 01606 558428 . . . . . . . . . . . . . . www.pinpointce.co.uk

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ROB.BAKER@INTENTMEDIA.CO.UK DISTRIBUTION

DISTRIBUTION

Distributors of DVDs, Blu-Ray, Music CDs and Video Games

www.discstribution.com Over 100,000 Different Items to Order Online

THE NEW FORCE IN ENTERTAINMENT

DISCSTRIBUTION +44 (0) 845 430 8735 Call Kevin, Ashley, Richie or Pete Accepted Payments - Paypal - Google Checkout - Credit Cards - Bank Tranfers and 30 Day Credit Accounts

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

GLS . . . . . . . . . . . . . . . . . . . . . . . . . . 01708 725742. . . . . . . . . wholesale@glsgames.com

DISTRIBUTION

DISTRIBUTION

CURVEBALL LEISURE . . . . . . 01792 652526 . . . . curveballsimon@googlemail.com

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

DISTRIBUTION

DISTRIBUTION

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

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

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TO ADVERTISE CONTACT ROB BAKER ON: 01992 535647 OR DISTRIBUTION

Develop is the only dedicated publication for the UK and European games development community. It reaches over 8,000 request-only subscribers every month.

STUDIOS Epic Games.....................................................+1 919 870 1516 FaceFX..............................................................+1.919.727.9624 Stainless Games ........................jobs@stainlessgames.com

TOOLS Blitz Games Studios .......................+44 (0) 1926 880 000 bluegfx ...............................................+44 (0) 1483 467 200 Dolby....................................................+44 (0) 1793 842 922 Havok ............................................................+1 415 543 4620

SERVICES Amiqus .........................................................www.amiqus.com Brand Protect .....................................+44 (0) 1869 346160 Outso Ltd........................................................www.outso.com Partnertrans .......................................+44 (0) 1273 229030 Testronic Labs....................................+44 (0) 1753 653 722 Universally Speaking ........................+44 (0) 1480 210 621

COURSES Futureworks......................................... +44 (0)161 237 7570 University of Hull ..............................+44 (0) 1482 465 951

To be included in the Develop Directory (which appears every month in Develop and every week in MCV) contact alex.boucher@intentmedia.co.uk.

All subscription requests should go to mcv.subscriptions@c-cms.com LOGIC 3 . . . . . . . . . . . . . . . . . . . . 01923 471000 . . . . . . . . . . . www.uksales@logic3.com

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ROB.BAKER@INTENTMEDIA.CO.UK DIGITAL DISTRIBUTION

DIGITAL DISTRIBUTION

Now is a great time to expand your digital business Distributors of CDkey, Epin and downloadable products.

www.tripleacodes.com

“ Goddam bugs! ”

sales@tripleacodes.com

nima

DESIGN I DIGITAL I LITHO

TripleACodes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . sales@tripleacodes.com DISTRIBUTION

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

UNIVERSAL GAMES DISTRIBUTION (UK) LTD . 0208 787 7030 . www.unigames.co.uk

GREEN MAN GAMING. . . . . . . 020 7193 6910 . . . . . . . . info@greenmangaming.com

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DESIGN STUDIOS

LOCALISATION

Design/Branding/ Advertising/ Packaging/Web

finkcreative

01480 302 352 olly@finkcreative.com www.finkcreative.com

FINK . . . . . . . . . . . . . . . . . . . . . . . 01480 302352 . . . . . . . . . . . . . . www.finkcreative.com GAMES CONSOLE REPAIR

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

PARTNERTRANS . . . . . . . . . . . 01273 229030 . . . . . . . . . . . . . www.partnertrans.com LOCALISATION

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

SUPPORT YOUR PRINT ADVERTISING WITH AN

ONLINE PRESENCE

WWW.MCVUK.COM For further online advertising information please contact

Rob.Baker@intentmedia.co.uk or call 01992 535647 UNIVERSALLY SPEAKING . . . . . . . 01480 210621 . . . . . . . . . . . www.usspeaking.com

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STORE FITTINGS

DIARY DATES From the MCV Awards to our Games Developer Conference, here are all the essential industry dates to put in your diary…

MAY MONETISING MOBILE Wednesday, May 26th BAFTA, London Jodie.Holdway@intentmedia.co.uk

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

MCM LONDON EXPO Saturday, May 29th – Sunday, May 30th ExCeL, London www.mcmexpo.net

JUNE E3 2010 Tuesday, June 15th – Thursday, June 17th Los Angeles Convention Centre www.e3expo.com

JULY DEVELOP CONFERENCE 2010 Tuesday, July 13th Thursday, July 15th Brighton, UK www.develop-conference.com DEVELOP INDUSTRY EXCELLENCE AWARDS 2010 Wednesday, July 14th Brighton, UK www.develop-online.net

USD LIMITED . . . . . . . . . . . . . . . 01933 227220. . . . . . . . . . . . . . . . www.usdlimited.com

DISC REPAIR

CASUAL CONNECT SEATTLE Tuesday, July 20th – Thursday, July 22nd Benaroya Hall, Seattle, US seattle.casualconnect.org

AUGUST GAMESCOM Wednesday, August 18th Sunday, August 22nd Cologne, Germany www.gamescom-cologne.com EDINBURGH INTERACTIVE FESTIVAL 2010 Wednesday, August 25th – Thursday, August 26th Edinburgh, Scotland www.edinburghinteractivefestival.com

SEPTEMBER MCV/XBOX 360 QUIZ Thursday, September 23rd Sway Bar, London Orlaith.Kennedy@intentmedia.co.uk

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

DEVELOP INDUSTRY EXCELLENCE AWARDS 2010 Wednesday, July 14th Brighton, UK www.develop-online.net Lobbying has already opened for the Develop Industry Excellence Awards.

Now in its eighth year, the event takes place in Brighton at the Hilton Metropole, on July 14th.

Anyone in the industry can nominate a studio for the awards. Simply send a 300 word pitch to developawards@ intentmedia.co.uk.

Prices have also been reduced to make the event more accessible. Contact Kathryn.Humphrey@intent media.co.uk to book tables and Katie.Rawlings@intent media.co.uk to order tickets.

MCV/XBOX 360 QUIZ Thursday, September 23rd Sway Bar, London Orlaith.Kennedy@ intentmedia.co.uk The MCV/Xbox 360 Quiz gives retailers, suppliers and the media the chance to show off their general knowledge skills in an appropriate arena for our industry – the local bar.

There will be thousands of pounds’ worth of prizes up for grabs to the best performers on the night, as well as loads of top-notch booze and food.

The quiz is free to enter for retailers and the media, and serves as a great networking opportunity.

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10 20 s ’ V MC ner… t a n pet ng wi r a c i red We S e a th hit found y r t e dus nd w n i a the ards, m o fr Aw es ence c a ll rf ilia Exce m Fa ustry Ind

PARTY EXCELLENCE The MCV Awards Night kicked off in style at Parker McMillan in central London, followed by a champagne drinks reception. Industry professionals gathered from across the industry for the main event at the Brewery in Chiswell Street for the eighth time. Familiar faces included Paul Millar, Keith Ramsdale, Manab Roy, Mark Ward, Rob Lowe, Miles Jacobson, Anna Downing, Gurdeep Hunjan, Simon Byron, Rich Eddy and Hayley Holland.

Can you spot them all?

SEND YOUR PICTURES TO JAMES.BATCHELOR@INTENTMEDIA.CO.UK EDITORIAL: 01992 535646 Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk Editor-In-Chief: Michael French Michael.French@intentmedia.co.uk Deputy Editor: Christopher Dring Chris.Dring@intentmedia.co.uk Staff Writer: James Batchelor James.Batchelor@intentmedia.co.uk Staff Writer: Dominic Sacco Dominic.Sacco@intentmedia.co.uk

ADVERTISING: 01992 535647

Online Editor: Ben Parfitt Ben.Parfitt@intentmedia.co.uk Contributors: Will Freeman, Rob Crossley, Stuart Richardson, Colin Campbell Advertising Manager: Lesley Blumson Lesley.Blumson@intentmedia.co.uk Advertising Executive: Rob Baker Rob.Baker@intentmedia.co.uk Art Director: Stuart Moody Stuart.Moody@intentmedia.co.uk

Design: Adam Butler Adam.Butler@intentmedia.co.uk Production Manager: Suzanne Powles Suzanne.Powles@intentmedia.co.uk Business Development: Dave Roberts Dave.Roberts@intentmedia.co.uk Contributing Editor: Samantha Loveday Samantha.Loveday@intentmedia.co.uk Circulation & Marketing: Hannah Short Hannah.Short@intentmedia.co.uk

FAX: 01992 535648

Please address all enquiries to: MCV, Intent Media, Saxon House, 6a St. Andrew Street, Hertford SG14 1JA. Managing Director/Publisher: Stuart Dinsey Stuart.Dinsey@intentmedia.co.uk Telephone: 01992 535688

Finance Director: Hilary Cole Finance Manager: Michael Canham Michael.Canham@intentmedia.co.uk Printed By: Pensord, Tram Road,Pontllanfraith Blackwood, NP12 2YA

SAXON HOUSE, 6A ST. ANDREW STREET, HERTFORD, HERTFORDSHIRE, ENGLAND SG14 1JA Intent Media specialises in trade-dedicated print and digital publishing for entertainment and leisure markets.

As well as MCV, Intent publishes Develop, PCR, ToyNews, Mobile Entertainment, MI Pro, Audio Pro International and BikeBiz. It also has two online-only brands: CasualGaming.biz, dedicated to the growing mass market video game sector, and Licensing.biz, for everyone in the global licensing industry. It also runs a number of events including the MCV Industry Excellence Awards, the London Games Conference and the Games Media Awards.

www.intentmedia.co.uk

MCV is a member of the Audit Bureau of Circulation and the Periodical Publishers Association.

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

ANNUAL SUBSCRIPTIONS United Kingdom £150 l Europe £175 l Rest of the World £250 To order your subscription via Visa, Mastercard, Switch or AMEX or to make changes to your subscription details, contact mcv.subscriptions@c-cms.com or call 01580 883848.

ISSN: 1469-4832 Copyright 2010

MCV has an exclusive media partnership with Famitsu - Japan’s leading video games analyst and news source

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WWW.MCVUK.COM

MCV 30/04/10 81

"What a great start to a great evening. Thanks to all who joined us at the Parker McMillan for a cheeky pre-drink."

Rich Eddy, Codemasters

Pre-Event Drinks Partner

Drinks Reception Partner

“This year’s MCV Awards was definitely the most memorable yet. This event just gets better and better.”

Alister Collins, Take-Off

MCV takes soundings from its Retail Advisory Board on the biggest issues of the day. The current members are...

Neil Ashurst, GAME

Duncan Cross, Asda

Marc Spence, Best Buy

Don McCabe, CHIPS

Tim Ellis, HMV

Graham Chambers, Amazon

Peter Willis, DSGi

Igor Cipolletta, ShopTo

Anthony Stocker, Argos

Stephen Staley, Gameseek

Keith Sharpe, play.com

Joanna Hunt, Tesco

Sarah Jasper, The Hut

Gurdeep Hunjan, Sainsbury’s

Jon Biggs, Morrisons

Phil Moore, Grainger Games

Azeem Sadiq, Comet

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WWW.MCVUK.COM

SING FOR STOCK

Lady Gaga look-alike wins £2,000 worth of stock That’s it – the lines are closed, the votes have been counted and verified, and we can confirm that the winner of our We Sing competition is (drum roll please)…

Steve Walker from Somerset indie chain Insane Games.

Congratulations to Steve and his impressive/frightening Lady Gaga transformation which was more than enough to gain the judges’ favour.

As the winner, Insane Games will receive 50 copies of We Sing (worth £2,000 in total). There were no losers however – everyone pictured here wins a free copy of the game.

To the right you can see the best entries including phenomenal efforts from Grainger Games’ Doncaster and Hull stores – complete with props and a photoshopped lens flare (centre), and Saffron Waldon-based indie Game On. Warning: the competition is now closed and any further entries received will be for our amusement only.

WINNER WINNER WINNER WINNER WINNER WINNER

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Š 2010 THQ Inc. THQ, All Star Karate and their respective logos are trademarks and/or registered trademarks of THQ Inc. All rights reserved. All other trademarks, logos and copyrights are the property of their respective owners. Trademarks are property of their respective owners. Wii is a trademark of Nintendo.

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Ultimate Fighting Championship®, Ultimate Fighting®, UFC®, The Ultimate Fighter®, Submission®, As Real As It Gets®, Zuffa™, The Octagon™ and the eight-sided competition mat and cage design are registered trademarks, trademarks, trade dress or service marks owned exclusively by Zuffa, LLC and affi liated entities in the United States and other jurisdictions. All other marks referenced herein may be the property of Zuffa, LLC or other respective owners. Any use of the preceding copyrighted program, trademarks, trade dress, or other intellectual property owned by Zuffa, LLC is strictly prohibited without the express written consent of Zuffa. All rights are hereby expressly reserved. Game and Software © 2010 THQ Inc. © 2010 Zuffa, LLC. All Rights Reserved. Developed by YUKE’S Co., Ltd. YUKE’S Co., Ltd. and its logo are trademarks and/or registered trademarks of YUKE’S Co., Ltd. THQ and the THQ logo are trademarks and/or registered trademarks of THQ Inc. All Rights Reserved. All other trademarks, trade dress, service marks, logos and copyrights are property of their respective owners. “2”, “PlayStation”, “Ô and “À” are trademarks or registered trademarks of Sony Computer Entertainment Inc. Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies and are used under license from Microsoft.