Microsoft and Future create interactive magazine

30/08/11 – Future, the special-interest media group, has partnered with Microsoft and UM London to create an interactive edition of Xbox 360: The Official Xbox Magazine .

Issue 77, on sale 2 nd September, offers innovative, unrivalled access to the year’s biggest blockbuster game, the hotly anticipated Gears of War 3.

Scattered throughout the magazine are seven digital watermarks, marked with the instantly recognisable Gears of War ‘Cog Tag’, which can be scanned using the Digital Space app for smartphones.

Each digital watermark leads the reader to one of seven different Gears of War 3 videos, including an exclusive interview with the developer Epic Games.

Jon Hicks, Editor of Xbox 360: The Official Xbox Magazine says: "Gears of War 3 is a hugely important release for us and our readers. Using this technology we can show them new game footage straight from the pages of the magazine, and give them direct access to the developer."

This innovative use of mobile technology engages gamers, involving them in the campaign leading up to Gears of War 3’s release on 20 th September.

It further bolsters Future’s burgeoning reputation as a digital publisher, with an award-winning portfolio of websites, over 100 digital editions of its magazines and huge growth in video content.

Simon Maxwell, Group Publisher of Future’s Games portfolio, says: “We love working with UM London as they constantly challenge us to come up with the most imaginative, engaging and exciting solutions for their clients.

“There is a real collaborative approach between the creative and planning teams from UM London and Future. This approach has enabled us to create truly unique executions which ensure their clients’ campaigns stand out from the crowd.”

Adds Stephen McGill, Director of Xbox and Entertainment for Microsoft’s Retail Sales and Marketing Division, UK:

“This is a great fit for Xbox 360 and demonstrates another innovative way to engage with gamers in our campaign towards the launch of the biggest console exclusive of 2011 .

Rory Behrman, Ideation Director at UM London, says: “With the Gears of War 3 activity, Future have once again underlined why they are a valued partner in delivering engagement and entertainment to our core gaming audience for Xbox.

“With this and the upcoming Forza 4 treat in next month’s issue of Xbox 360: The Official Xbox Magazine, they have pushed the boundaries for consumer interaction and have delivered stellar communication solutions for our client”.

Issue 77 of Xbox 360: The Official Xbox Magazine hits newsstands on Friday 2 nd September priced at £5.99. For more information visit


About Xbox 360: The Official Magazine

Launched in 2001, Xbox 360: The Official Magazine is the UK’s biggest-selling games magazine and the only games media brand available in print, online and on Xbox Live. Offering unrivalled industry access and award-winning writing, it’s available on newsstands every month, on Inside Xbox every week, and daily on

About Future

Future is a leader in the field of digital publishing and was named Consumer Digital Publisher of the Year at the annual Association of Online Publishers Awards – becoming the first magazine publisher to win the Award. Future also won the Grand Prix Award at the event in June. Its web and mobile sites deliver 160 million page impressions every month to over 25 million unique users*. Future delivers more than 100 digital editions and bespoke apps through the rapidly growing iPad platform and is developing product for new tablet devices coming on stream. Digital now accounts for a third of all Future’s commercial revenues. And its development of video on demand and apps is rightly regarded as market leading. Technology brand T3 is leading the way on iPad, becoming one of the top grossing apps in the UK and one of the very few five star apps in the world. The Future digital portfolio includes award winning and hugely respected brands including:,,,, and

*Source: comScore Digital Analytix, June 2011

For more information

Contact Steve Wright, Communications Executive, on 01225 822803 or  

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