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RETAILBIZ: THE WHEELMAN WWW.MCVUK.COM
MCV 20/03/09 51
The world of Hollywood crashes onto consoles this week in Vin Diesel’s latest action adventure… by Christopher Dring VIN DIESEL RETURNS to video games in an original property for Xbox 360, PS3 and PC, created this time by Midway Newcastle: The Wheelman. The game brings Hollywood production values to the sandbox driving genre, putting players through a fast-paced adventure set in Barcelona. “It’s exciting to see such a close development partnership between Vin Diesel’s Tigon Studios and the Midway studio,” says brand manager Matt Benson. “The Wheelman is a great example of how Hollywood pacing, polish and direction can come together with the interactive medium of gaming to deliver an engaging, fun, accessible, action experience, and those qualities are exemplified in all aspects of the gameplay.” HOLLYWOOD FLAIR
The game’s Hollywood approach has been key to its success, and not just in the game’s marketing – which has been inspired by movie-style advertising – but in the title’s gameplay and visuals too. “A defining feature of The Wheelman is the Hollywood production values imbued in every single aspect of the game,” adds Benson. “There’s a full story driven arc set in a highly detailed and glamorous recreation of Barcelona, engineered to deliver a variety of intense driving and on-foot action, and a plethora of side missions for the player to complete at their own choice and pace. “The Hollywood approach applies to the gameplay also; it’s extremely accessible and fun – and anyone can pick up the pad and drive and shoot like an all action hero, performing outrageous stunts and manoeuvres.”
RELEASED: MARCH 27 FORMATS: 360, PS3, PC PUBLISHER: UBISOFT DEVELOPER: MIDWAY NEWCASTLE PRICE: 360: £39.99, PS3: £44.99 DISTRIBUTOR: TRILOGY CONTACT: 0845 362 7769
Ubisoft is targeting a slightly younger, more casual audience with the Midway-developed title, and hopeS to gain some mainstream appeal with the game’s striking visuals and the use of Vin Diesel himself. “Critically, we’re expecting positive feedback across the board from both the mainstream and specialist press,” adds Benson. “We think that title has a broad commercial appeal. Whilst core gamers will appreciate the variety of gameplay, we think that this game’s audience is a younger, broader, more casual audience to GTA and Saints Row.” MOVING TARGET
The Wheelman is set to be a critical hit, and is sure to entice GTA-fans, movie-lovers and general admirers of Mr. Diesel
himself. But Ubisoft won’t rest there, and has put together a dedicated marketing plan, despite only picking up the game from Midway last month. “Given the short cycle we had between picking up the title and release, we’re looking at a short, focussed campaign,” concludes Benson. The campaign will appear across TV, online and short-lead print media to quickly build coverage around the game’s release. Ubisoft will also use PR, CRM and trade activities to deliver frequency post-launch.”