Eidos ramps up Eastern promise

With recent hits Tomb Raider and Hitman under its belt, the upwardly mobile UK publisher is looking to maximise its brand power by spreading its reach beyond the Western markets.
“We want to make sure all of our products are sold globally and the best way to do that is to work with local partners like Spike,” said Murphy (pictured).
“We’ve already had great experiences with Spike. They know the best way to tailor Western products for their audience, and the best marketing methods to push those products.”

And the next step for Eidos is invading other Eastern markets, spreading its titles as far as possible across the globe.

Murphy added: “In the US we publish ourselves but in other territories we continue to look for similar deals in places like China and Korea, working with local partners that know their market in the same way.”


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