Activision and Centresoft have heralded the importance of independent retailers as they seek more participants for their Promote and Devote 2009 initiative.
The promotional event offers support to indies who prominently display Activision’s DJ Hero, with the publisher giving £30,000 to the sector.
Promote and Devote 2009 follows on from the success of the 2008 competition, which revolved around Guitar Hero: World Tour.
“The independents are a key strategic part of our business due to their unrivalled customer access and service being first rate evangelists for the Activision Blizzard business,” said Activision’s senior director of sales Roy Stackhouse.
“As we move into 2010, they will continue to form a key pillar of how we go to market and interact with out customers.”
Centresoft’s commercial director Margaret Pearson added: “Independent retailers are incredibly important to our business and we are delighted to be working with Activision Blizzard on this great initiative.”
The scheme began on December 1st and will continue to January 15th. Centresoft will provide point-of-sale materials for each entrant, and every indie outlet that takes part will be entitled to a prize of £300.
“Indies are historically key in demonstrating new products, such as the Hero franchise in-store,” added Pearson.
“Together with their in-depth product knowledge and marketing support provided by Activision, this should be a very successful campaign.”
Stackhouse added: “The Promote and Devote campaign gives us the opportunity to work in partnership with the independent sector on our key brands at Christmas.
“In-store visibility is critical to the success of the Hero franchise and we have seen some of the best in-store and online displays at indies.”