It was one of the top-selling titles of 2010 and now Codemasters is ensuring this year’s F1 game follows suit.
The developer-publisher has invested its biggest ever marketing spend for F1 2011. Last year’s F1 2010 was backed by Codies’ largest ad campaign at the time and went on to sell over 2m copies worldwide. The new title will be released on September 23rd for 360, PS3 and PC.
Speaking to MCV at a retail and press event last week, brand director for F1 2011 Hayley Holland said: “From a marketing perspective, the gap in the market for a quality F1 game was an opportunity for us. And F1 2010 was the biggest title that we’ve backed from a marketing perspective in terms of internal spend. It was scary for us but also exciting, and it worked.
“And I think that’s the platform to build upon now. This is more than we have ever spent on a marketing campaign before. We always want to do better with F1. And if we do, we get a bigger marketing campaign, and a bigger marketing budget.”
A mosaic-style print ad – consisting of 3,000 pictures of fans – will run in The Daily Star, Sport and Metro. On top of this, a TV campaign running on mainstream channels will help drum up further interest in F1 2011.