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MCV 17/04/09 7
NEWS
HOTLIST
Wii Fit chart triumph fuelled by new celebrity endorsed ads Easter campaign starring ‘new mum’ Louise Redknapp has lucrative impact on consumers by Christopher Dring A NEW female-targeted ad campaign helped Wii Fit claim its eleventh GfK-ChartTrack All Formats No.1 this week – a new Nintendo record. The TV promotion features Louise Redknapp and is run in partnership with iVillage – a website which women can visit to find out more about healthy eating, getting back in shape after giving birth, and the importance of daily exercise. “Wii Fit reaches a whole new demographic of potential gamers – primarily older females – that hasn’t been accessed before,” explained senior product manager for Wii Rob Lowe. “We have used five different types of TV creative to appeal to various different audiences over the last year, along with sampling campaigns at health shows, Women’s Institute meetings and Head Office foyers. It has been a huge and
Out Now Wii Monkey Mischief is the furriest and craziest party-style game you will ever play! When the lights go out at the zoo, complete mayhem ensues! From escaping their cages, to performing crazy stunts and tricks on other zoo animals, you will travel across the zoo, competing against your friends in comical mini-games to cause the most mischief!
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This is our first completely female-targeted campaign. Louise Redknapp has been a great advocate for Wii Fit. Rob Lowe, Nintendo
varied campaign that has continued to run throughout the last year, ever since its launch in April 2008.” “This is our first ever completely female-targeted
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campaign, and we are also focusing on new mothers trying to get back into a healthy routine. Louise Redknapp genuinely loves Wii Fit, and was a great advocate
for the product – we simply captured this on camera. “We also really wanted to find a central hub where women could find out about Wii Fit within a comfortable environment – and iVillage is perfect. So far the campaign has worked very well.” To find out more on the growth of Wii Fit and the self-improvement sector, head to page 17 Nintendo: 01753 483700
Out Now PS2, PS3, X360, PC, NDS, Wii Save Earth as only a Monster can! Based on the DreamWorks Animation 3D Film, the Monsters vs. Aliens videogame puts the fate of the planet in players' hands, saving the world as only a monster can! Escape from a secret monster prison, battle inside a gaint robot, take down Gallaxhar's huge spaceship, and much more!
Capcom shines in 2009’s first quarter JAPANESE hardware and software firms ruled the UK software market in Q1 2009. According to the latest quarterly data supplied by GfK-ChartTrack/ELSPA, Capcom was the star publisher, with its PS3/360 games Resident Evil 5 and Street Fighter IV the only 2009 releases to make into the period’s All Formats Top 10. Resident Evil 5 was the best selling 360 title in Q1 – beating Microsoft's first party big hope Halo Wars. The results saw Capcom jump back into the UK’s top tenselling publisher list. The firm told MCV that its success came down to good
timing and dodging the manic Q4 2008 sales season. "We’ve seen a lot of good quality high profile games get missed over the Christmas period just simply down to the
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IV and Resident Evil 5, put a stake in the ground and built a campaign of awareness and purchase intent around it." Capcom's efforts secured it a huge chunk of market share
A lot of games suffered from the Christmas rush. We went out early this year instead. Michael Pattison, Capcom
fact that consumers only have so much disposable income to spend on video games," explained Michael Pattison, senior marketing director. "We went out early with a street date for Street Fighter
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for the period – 4.9 per cent of the market's sales throughout the three months in value terms. It still sat behind heavyweights such as Electronic Arts and Activision, but these firms’ sales share
predominantly came from titles released in 2008. Elsewhere, Nintendo unsurprisingly scored a huge chunk of market share, as the number one publishing company and label in both unit and value terms. Its success of course had a knock-on effect for those publishing games on its hardware formats. Wii and DS formats accounted for almost half the software sold in the country – 45 per cent – during the three months to the end of March. A full run down of the ELSPA/ChartTrack charts and market share for Q1 2009 can be found on page 14
Out 1st May 2009 X360, PS3, Wii, NDS, PSP, PC Uncage Wolverine’s brutal, tragic past and discover how the ultimate weapon was created. Unleash the razor sharp adamantium claws, feral instincts and mutant regeneration power of the world’s fiercest hero.
Activision.com