Ubisoft has backed its Games For Everyone range with a multi-million pound marketing spend, designed to make the publisher a leading player in the family and casual games sector.

Marketing director Jon Rosenblatt told MCV that the new range and marketing campaign are a logical extension of Ubisoft’s ambitious philosophy. “I don’t think we’ve ever been happy in the comfort zone, we’ve always looked for content that challenges people’s pre-conceptions of gaming, and that in turn has always challenged us as a marketing team,” he said.

“We’re building brands in a big way. And whilst the effect might not be instantaneous, I think in three, six or nine months time we’ll find that we have a host of IPs that are well-established in the minds of Wii and DS owners.”

Ubisoft is planning a £1.7m spend on TV alone – aimed at some of the UK’s biggest prime time shows.

Leading the way is a five-week run of ads for the Imagine, Petz and Pippa Funnell ranges during The X Factor, culminating in three slots in the grand final. The titles will also feature in shows such as Ant & Dec’s Saturday Night Takeaway, The Simpsons and Hollyoaks, and seen across across the Sky and ITV networks, plus E4.

Jam Sessions is already being advertised on all five MTV channels.