This trade spotlight looks at 505 Games' Ashes Cricket 2013.
We detail the in-game features and marketing plan for the game.
505 Games marketing director Alison Greagsby also tells MCV why Ashes Cricket 2013 is a major release for the publisher.
Ashes Cricket 2013 is released on June 21st.
- 505 Games’ Ashes Cricket 2013 is for cricket fans already getting excited about this year’s double-header Ashes series.
- The game has been built from the ground up with a new engine.
- Ashes Cricket 2013 brings consumers 360 degree batting control, a new bowling system and complete freedom when it comes to fielder positioning.
- UK’s Channel 5 host Mark Nicholas, David ‘Bumble’ Lloyd and Michael Slater provide the commentary for the game.
- Consumers can enjoy officially licensed stadiums and kit manufacturers as well as the licensed England and Australia teams, complete with player likeness, alongside 24 other non- licensed teams.
- As well as the Ashes, players can compete in exhibition matches, limited overs tournaments and test series’.
- A new live pitch feature means gamers will have to adjust to the different weather and light conditions as matches progress.
ASHES CRICKET 2013 is an important release for 505 Games for a number of reasons. Firstly it is a day-and-date multi-format retail release based around a hugely popular event. It shows intent on the part of 505 that we are continuing to show support for physical distribution of our content and giving the consumer that choice, despite the fact that we have had to broaden our reach to include digital distribution.
Secondly, 505 Games’ biggest successes historically have come from recognising and chasing ‘niches’ in the market where there is little competition which we can enter and own.
In this respect Ashes Cricket 2013 bears all the hallmarks of the success we had with Rugby World Cup 2013, Sniper Elite v2 or IL2 Sturmovik: Birds of Prey.
A cricket game of any description enables us to bolster our position with some of the emerging markets which we are keen to assert our presence in – in this instance Australia and India.
Any Ashes year provides a bumper sales opportunity for cricket games as Codemasters saw back in 2009. 2013 is a very unique year for the Ashes tournament with two series back- to-back, so there are two sales windows to exploit. Because of this the sense of rivalry between the two sides is building to fever pitch.
505 Games’ Ashes Cricket 2013 marketing campaign started back in September 2012 and throughout last year, the publisher talked directly to its core cricket gaming community.
This communication involved letting the cricket gaming communuty see aspects of the development of the game.
Since the turn of the year, marketing activity has branched out to the wider cricket fanbase through social media channels, media partnerships and alliances with other licensees of the Ashes tournament, both in the UK and Australia.