Aladdin, The Lion King and Pirates of the Caribbean are just three Disney brands that are hugely successful in their own right. But rarely have we seen the worlds of each franchise come together in one action adventure game extravaganza.
Disney Universe is that game. It combines six different in-game worlds and over 40 iconic character costumes into one multiplayer-focused release, in order to appeal to as big an audience as possible.
Players can explore in-game worlds inspired by hit kids brands Alice in Wonderland, Wall-E, Monsters Inc, Pirates of the Caribbean, The Lion King and Aladdin, while dressing up as their favourite characters like Captain Jack Sparrow, Mickey Mouse, Nemo and others.
The idea is to encourage consumers to team up with friends and relatives to progress. It’s an ideal proposition for kids and family members this Christmas. Plus, it’s a strong alternative to all the mature first-person shooters and RPGs coming out over the next few weeks.
“Disney Universe is our biggest release this Christmas and we are working closely with retail to make sure that it is on every kid’s wish list,” says Disney Universe’s product manager Matthew Lombard.
“Downloadable content available post-release for PS3 and Xbox 360 also means that the universe will keep expanding.”
Players can team up with friends to solve puzzles, defeat enemies and collect gold coins in Universe. They can even compete against each other by trying to rack up the highest score for a level.
By wearing a different in-game costume, players can access a unique ability that grows in power as they progress. They can play with other gamers to take advantage of a range of powers and complete levels together.
Thanks to its amalgamation of Disney worlds, additional DLC, multiplayer features and marketing campaign (see ‘Online Universe’ and ‘Family Marketing’), Disney Universe is set to be a success with kids and families this Christmas.
An online campaign kicks off this month and will run to the end of the year. It includes homepage takeovers on browser games website Miniclip and other kids sites which will present printable masks and colouring sheets. There will also be activity on Facebook and YouTube.
TV ads will run on UK family and kids channels, while video-on-demand spots will appear on Sky Anytime, Demand 5 and during episodes of The X Factor on ITV.com. The game will be advertised in over 100 shopping centres on six-sheet posters and digital screens.