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MCV 18/09/09 7
NEWS
Namco Bandai reveals £1m marketing push for Tekken 6 Publisher invests heavily in its ‘biggest release’ Sets sights on Xmas Top Ten spot by James Batchelor NAMCO BANDAI has told MCV its will spend in excess of £1 million on marketing for its upcoming beat-‘em-up, Tekken 6. The company has prepared an extensive campaign, incorporating print, online and TV advertising, as well as the use of social media and sampling to drive sales for the game in the run up to Christmas.
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tournament that will crown a new King of the Iron Fist in early November and give one lucky gamer the change to travel to Japan to meet the development team and become immortalised in gaming history.” Tekken 6 will also have a major presence at the October MCM Expo and the Eurogamer Expo. The game will also be prominent across a range of social media, including a YouTube channel,
Our marketing campaign is already helping to position Tekken 6 as a Top Ten Christmas contender. David Miller, Namco Bandai
“The ‘What Do You Fight For’ marketing campaign we have crafted is already helping to position the title as a Christmas Top Ten contender,” marketing director David Miller told MCV. “Every touch-point of the campaign will enforce this, through our massive TV and print campaigns and the amazing viral videos. “We have also arranged a 17-date nationwide tour and
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microsites, Facebook pages and a ground-breaking Twitter game. Namco Bandai is running a variety of preorder campaigns with all major retailers, offering several incentives for consumers than invest in the game early. “The first Tekken was one of the original killer apps for PlayStation and helped to
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MILLER: Namco Bandai marketing boss says Tekken 6 is publisher’s biggest game of the year
define the 3D gaming experience,” said Miller. “Tekken 6 is without a doubt the best version since that famous debut – it will wow gamers all over again.
“It is undoubtedly Namco Bandai Partners’ biggest release of the year and for the – largely ex-Atari – UK team, the biggest release for several years.” Namco Bandai: 020 8222 9700
ELSPA campaign praised by Government ELSPA’S fight to have PEGI instated by law has been singled out by a prominent Labour MP as one of the ‘greatest lobbying campaigns of all time’. Tom Watson, MP for West Bromwich East, has nominated the campaign to be included in Public Affairs Magazine’s prestigious Top 50 Best Ever Campaigns. In an open letter, Mr Watson wrote to Public
Affairs: ‘I have been deeply impressed with the video games industry’s recent engagement with Government. They played a blinder… ‘Frankly, politicians and games publishers did not get on. Keith Vaz has been pummelling the industry for years, The industry response was a mix of head-in-the-sand, please-make-it-go-away adolescent bravado. Message to the gaming industry: Do
not mess with politicians colluding with The Mail… ‘But the industry wised up. They listened and improved their own rating system. All credit must go to the excellent engagement strategy conducted by ELSPA.’ ELSPA director general Mike Rawlinson told MCV this week: “Our progress is the result of a joint commitment to open and constructive dialogue between
Government and the UK video games industry to achieve the best result for protecting British children. “I am very grateful for the support and assistance of Phil Snape from PSA Communications, Freud’s PR and members of the industry who lead and supported our work.”
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