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NEWS
DJ Hero set to put industry in a spin Retail should make room for hands-on demos, says Activision – as publisher sets sights on expanding music market by Tim Ingham ACTIVISION believes that DJ Hero can help grow the music game genre – by attracting consumers that have never before played Guitar Hero or Rock Band. The firm’s global publishing boss Mike Griffith admitted in August that the music category
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The game will bring more music-lovers into stores – some of which may not have bought a music game before. Ian McClellan, Activision
was ‘significantly down’ yearon-year – but pointed to Europe as an area in which it could still expand. The firm believes DJ Hero can appeal to a different kind of consumer to its Guitar Hero franchise – as well as its core userbase.
Disney picks Roy for PR SHORTLY AFTER ending his eight year stint at Ubisoft, Manab Roy has re-emerged as head of UK PR at Disney Interactive Studios. He will be looking after the label’s growing roster throughout the specialist media sector as well as managing Disney’s agency, Kazoo, in the mainstream arena. Roy’s role at Ubisoft involved a similarly wide-ranging brief. UK marketing manager Keely Brenner commented: “We are so excited about Manab joining our team. He brings with him a wealth of experience from Ubisoft and we look forward to utilising his talents here at DIS.” Disney: 0208 222 1413
“This game will grow the category, so retail should expect this title to bring even more music-lovers into their stores – some of which may not have bought a music game before,” adds McClellan. “Again, the investment behind this title will be at the level that they have come to expect from the Hero franchise. We believe trial is going to be very important. We are planning some heavyweight ways to introduce people to DJ Hero.” The title is released on Xbox 360, PS3, Wii and PS2 on October 30th.
“With the kind of diversity DJ Hero offers, we expect it to appeal to people who may not have yet discovered the Hero franchise,” senior brand manager at Activision Ian McClellan explained to MCV. “The key is that the music – which comprises of over 90 mashups that are unique to DJ Hero – is still very accessible.”
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Activision has created a new turntable peripheral for the game, which has already enjoyed heavy television promotion. Unique mixes included on the disc come from acts such as the Black Eyed Peas, 50 Cent, Justice and Beastie Boys.
Activision: 020 3060 1000
CLEVER DECK: McClellan says DJ Hero and its turntable peripheral will attract new consumers to games
Exspect offers kit for iPhone users EXSPECT HAS backed Apple’s claims that iPhone should be regarded as a fully fledged ‘games console’ – by creating a full range of products for the device. The Gem-owned peripherals firm has released its Gaming Grip, the EX108 – compatible with both the iPod Touch 2G and the iPhone 3G – and a lineup of iPhone slip cases: the EX044, 053, 054 and 055. The Gaming Grip is designed to ‘provide an experience similar to that of a dedicated mobile games console, and is equally effective for games played in landscape or portrait’. “Exspect has built its reputation in the iPod sector on high quality, well designed, well fitting, well packaged
products at the right price point,” said Exspect MD Neil Meredith. “With the launch of the iPhone 3GS, an option of networks, the availability of pay as you go, along with reducing the cost of the iPhone 3G has seen a steep demand
on both hardware as well as the demand for high quality form fitting products.” Apple's marketing vice president Phil Schiller said at an iPod presentation in September: “When DS and PSP came out, they
Exspect’s gaming grip underlines how the platform is a serious contender in games
seemed so cool. But once you play a game on the iPod Touch, you think, ‘Hey, these things aren't so cool any more’.” Exspect: 020 7183 9666