36,37 MCV543_final
22/6/09
09:37
Page 2
RETAILBIZ: G-FORCE WWW.MCVUK.COM
MCV 26/06/09 37
RELEASED: JULY 31 FORMATS: 360, PS3, WII, PS2, DS, PSP PUBLISHER: DISNEY INTERACTIVE STUDIOS DEVELOPER: EUROCOM (CONSOLES) / KEEN (PSP, DS) PRICE: VARIOUS DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388
and locations exclusive to the game. “The game takes the player beyond the movie,” says Thornaby. “There are 26 appliances created specifically for the game to accompany the seven that appear in the film. “Likewise, a further 13 gadgets and weapons are exclusive to the game. This stretches the consumer’s experience of G-Force and allows them to take on an evil vacuum cleaneer as a guinea pig with a jet pack and an electro whip.” FEEL THE FORCE
As with any of Disney’s cinematic releases, G-Force will have plenty of hype and attention surrounding it as it hits the silver screens. The accompanying game can only stand to benefit from this, as well as generating its own hype through its role as the flagship for true 3D gaming. “There will be excellent awareness of the G-Force property this summer with the launch of the action-packed Walt Disney Studios Motion Pictures
theatrical release,” believes Thornaby. “We are positive about G-Force because whilst benefiting from this buzz, the game features a wealth of additional exclusive missions, enemies and gadgets that means the gameplay stands alone and the player can extend their film experience.” Given the family-focused nature of the film, the G-Force game is certain to perform well on Nintendo platforms, just like so many Disney properties before it. However, Thornaby is confident that the added pull of the groundbreaking 3D technology ensures that the game will see success across all formats, making it the publisher’s biggest game of the summer. “We’d expect the game to perform strongly on Wii and DS,” he says. “However, we saw with Bolt earlier in the year that as the market broadens movie properties are performing better on Xbox 360 and PS3 and the addition of stereoscopic 3D on these formats will aid this.”
MARKETING FORCE As Disney product manager James Thornaby points out, public awareness will already be high as the movie arrives and Disney has prepared an extensive marketing campaign to ensure the game is just as prominent. Print advertisements and competitions will appear in key children’s publications. Additionally, demo sampling and video CD promotions will appear in national newspapers and kids magazines closer to launch. A two-week online campaign has been drawn up to target children’s
websites and will kick off when the game is released. TV ads will be run for two weeks as part of a national campaign that focuses on kids programming. A range of spy-themed POS will be available to retailers, featuring characters from the movie. Press coverage has appeared in a number of mainstream publications, starting with a 3D feature in The London Lite. Further coverage is expected in national newspapers, kids publications and through broadcast before the game is released.