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6 MCV 20/02/09
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NEWS
GTA DS tipped to top ‘09 charts Chinatown Wars to be boosted by ‘sophisticated and mature’ marketing campaign, says Rockstar’s UK GM by Michael French ROCKSTAR GAMES is planning to apply its special brand of marketing savvy to next month’s GTA: Chinatown Wars – and reckons the game will be one of the biggest releases of 2009. The franchise’s first DS outing lands on March 20th and Rockstar Games’ UK general manager Neil Stephen has told MCV that the firm is
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marketing to excite and enthuse the Nintendo fanboys as well as our loyal fanbase, who have been largely starved of such compelling content on the DS. We hope that a more sophisticated and mature creative to that normally seen on the platform will give it excellent standout in the market across all media.” Stephen added that the game, which is the DS’ first BBFC 18-rated title, is sure to
Our loyal fan base has been largely starved of compelling content on the Nintendo DS. Neil Stephen, Rockstar
planning a ‘sophisticated and mature’ campaign that will not only reflect its BBFC ‘18’ rating, but also draw in a wide range of consumers. “We are bringing a truly unique game to the DS that marks a major departure from most of the other successful titles available to date,” explained Stephen. “In conjunction with this proposition we will apply Rockstar’s expertise in
He added: “We see this as one of our biggest releases for 2009. It is the full GTA experience built and enhanced for the DS with levels of interactivity and innovation that we feel will take the series to exciting new places.”
ADULT DS: The new GTA is set to plug a gap in the DS’ portfolio
Rockstar: 020 7751 2565
DSi ON THE MARKET Rockstar’s Neil Stephen reckons the release of the DSi on April 3rd – two weeks after GTA: Chinatown Wars – will also help spur sales of the title. “The launch of a new piece of hardware will garner a new level of buzz for the system. I think anyone releasing high profile titles on the DS will benefit,” he told MCV. “We also think there is the potential to attract new owners into the market, particularly from our fans who may have played our GTA titles on the PSP.”
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find an audience on a platform seen to skew across a lot of non-traditional, younger demographics. “The assumption from a lot of people is that the DS is only for kids, but in setting up for this campaign we did quite a bit of research into the DS market and there are actually a large number of DS owners aged 18 plus who we believe are crying out for a game like Chinatown Wars.”
A4T drops BDA accessories range PERIPHERALS SPECIALIST A4T has dropped the Bensussen Deutsch and Associates range from its line-up. The firm has stated that the accessories have been dropped so it can focus on the launch of two licensed programmes, while the current strength of the dollar compared to the pound has also been a deciding factor. “On February 6th we gave written notice to Bensussen Deutsch & Associates that from immediate effect A4T will no longer be the ongoing distribution partner for their range of gaming accessories in
the UK,” said sales and marketing director Bill Stirling. “We did not take this decision lightly, as we only took over the line in spring 2008 and it takes a lot of time and effort to get any new range to where it needs to be in the market. We did make massive progress and like-for-like sales for December ‘08 compared to December ‘07 grew 150 per cent in the UK according to ChartTrack. “There are two main reasons behind our decision. Primarily, we are at an advanced stage in bringing two new major
licensed programmes to market – one to launch in time for Easter this year and the other just before peak season. The important point about these new ranges is that we will have full control, from product development and production, right through to launch day itself.
STIRLING: A4T is to re-focus its energies by dropping BDA products from its line-up
“Our secondary reason is that purchasing finished goods from an intermediary licensee, such as BDA, particularly with the current strength of the US dollar versus the pound, makes the product range as a whole very uncompetitive in the current UK market. “We are now actively working together with our key customers to ensure that they have an extremely competitive promotional programme leading up to the key Easter holiday period on the BDA line of products.” A4T: 01204 369220