UK games market lines up £60m spend in Q4

The usual Q4 rush of software releases, plus the arrival of PSP, DS and – shortly – Xbox 360 – means that the competition for consumer cash is fiercer than ever before.

MCV research, plus exclusive data from media planning and buying specialist MJ Media, has revealed that TV and national press advertising in particular will play a key role over the coming weeks.

The top ten publishers are set to account for around 70 per cent of the spend, with Microsoft, Sony, Nintendo and EA unsurprisingly boasting the fattest wallets.

However, the likes of Activision, Ubisoft and VU Games are also lining up their biggest promotional campaigns to date. And the current tough High Street conditions will see retailers boost TV, radio and newspaper ad revenues, too.

According to MJ Media, the industry’s spend on advertising has increased by a staggering 98 per cent over the past four years. Last year saw only a slight rise of just under one per cent. But this year budgets are up by at least five per cent.

“This year has seen – or will see – the launch of PSP, DS and 360, so we would expect this to increase the overall expenditure through associated software support,” MJ boss Martin Jones told MCV.

“My estimate is that the market spend will be up at least five per cent this year, because we also saw a number of titles moving out of the pre-Xmas 2004 period to avoid San Andreas and Halo.”

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