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.