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RETAILBIZ: SQUEEBALLS PARTY 98 MCV 23/10/09
WWW.MCVUK.COM
Peripherals vendor PDP branches into game publishing with this humourous toy-smashing mini-game collection… by James Batchelor
ex-Traveller's Tales guys responsible for some massive titles in the past.” The quality tests take the form of mini-games, putting the Squeeballs in a variety of scenarios that will not be entirely unfamiliar to Wii owners. The key difference is that as players bat, bowl, cook, grind, grate, shoot, blend and explode, it is the spherical creatures
has a humour and panache that is unusual for a family party game, and EVEN IN TIMES of recession, gaming appeals to both young boys and girls. offers a lucrative return for the smart “The game combines elements of movers. Peripherals specialists PDP bowling, golf, shooting, cooking and found their golden ticket by acquiring much more, all with very high In2Games last year – and is now production values and characters that preparing to publish its first title. everyone will love. We think these factors Squeeballs Party is a mini-game make it a really distinctive game which, collection about quality combined with our TV-led assurance. Sounds an marketing campaign, will We’ve made a game that’s unlikely subject, but stick make it stand out this family friendly but naughty – with us. The game centres Christmas. It’s the perfect you dispatch Squeeballs in all around the Squeeballs, an gift for a family with kids manner of grisly ways. adorable bunch of cuddly aged seven to 12.” Harry Holmwood, PDP toys manufactured on a Given that this is PDP’s secret island in the Pacific. first release, the company Before they can be sold to the public, that bear the brunt of the consequences. is working hard to market Squeeballs players are required to test these The whole affair is presented in such an and gain the recognition it deserves, products thoroughly – to the point of amusing style, it will be hard for any targeting its intended audience carefully. destruction. It’s a quirky concept that fun-loving families to resist doing As Holmwood says, TV advertising will PDP is confident will be well received. terrible things to the Squeeballs. be instrumental in this effort, reaching “We're expecting great things from “We've worked hard to make a game out to families in their own homes. Squeeballs Party,” says Harry that’s family friendly but also slightly “The marketing centres around a TV Holmwood, PDP’s vice president of naughty – you’re dispatching the campaign, running from October 31st – software development and publishing. Squeeballs in all manner of grisly ways,” the day after launch – through until “It's the first game from Eiconic, a says Holmwood. “It’s never gory – early December, on multiple TV hugely talented UK studio founded by we’re PEGI 7+ rated – but the game channels including Five, GMTV, Disney,
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Nickelodeon, Cartoon Network and many others,” he says. This will be supported by an extensive product placement and competitions programme to raise awareness of the Squeeballs brand. The company has arranged a major PR campaign that will target non-specialist publications within the children’s, women’s and family press in order to reach the game’s target audience. Online advertising will appear across a range of leading specialist and non-specialist websites, as well as leading social media domains. As part of this, a viral video campaign has been drawn up that will feature the Squeeballs in Los Angeles, Las Vegas and other exotic locations. RELEASED: OCTOBER 30 FORMATS: WII, DS PUBLISHER: ZEN UTD/PDP DEVELOPER: EICONIC (WII) HELDHAND (DS) PRICE: £19.99 DISTRIBUTOR: PDP CONTACT: 01908 847 580