£181m Xmas bonanza as industry sets out Q4 ad spend

Ben Parfitt
£181m Xmas bonanza as industry sets out Q4 ad spend

This is the quarter where the UK games industry finally turns things around – and publishers and retailers are splashing the cash to make sure of it.

The UK games industry will have splurged £181m between the start of October and Christmas, MCV research has shown. It is almost double the £97m spent last year and even more than the astonishing £139m splashed out on ads in 2008.

The UK’s top marketers hope that by spending big they can turnaround what has been a slow sales year.

This Christmas’ line-up is also far stronger than in 2009, with the likes of World of Warcraft, FIFA, Assassin’s Creed, Call of Duty, Just Dance 2 and GT5 expected to perform strongly.

MCV understands that Microsoft’s controller-less Kinect will get the lion’s share of the marketing support.

It’s been a successful year for the UK ad industry overall. Data tracker Nielson said this week that UK marketing spend was up 10.7 per cent in H1 2010.


Tags: uk , publishing , video games , marketing , q4 , ads

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