The road to XBOX ONE. Follow the journey

Nintendo raids the bank for ‘07

Ben Parfitt
Nintendo UK is to dedicate more marketing spend to Wii games in 2007 than it has ever forked out on a console’s first party software in a single year.

MCV understands that the domestic campaign for the recently released Mario Strikers Charged Football cost more than £1 million – and promotions for Mario Party 8 and the Wii version of Big Brain Academy will both exceed this figure.

The firm could not confirm the figures, but Wii product manager Rob Lowe told MCV: “As both Mario Party and Big Brain Academy are being aimed towards very broad audiences, we need substantial mass-market campaigns to back them up.

“These campaigns are of equal size to that of Mario Strikers initially – but will run for longer, with a second burst at Christmas.

“We are looking at much longer sales curves on these titles that will hopefully sell at a high rate for many weeks. Therefore we need to prolong the campaigns over months rather than weeks, along with a second sustained period of media coverage around the Christmas season.

“This goes against the traditional way to market video games, but we aren’t going after the traditional audience – hence the large investment.”


Tags: This article has no tags

Follow us on

  • RSS