With record sales of 350m, a hit musical, film and an endless list of classic songs under their belts, ABBA is still one of the world’s most-loved pop acts.
Now the group can add a dancing game to its repertoire of releases.
ABBA You Can Dance is the newest music title from Ubisoft, the publisher responsible for the Just Dance dancing game boom and its 30m-plus userbase. The release follows last year’s popular Michael Jackson: The Experience game and arrives after The Black Eyed Peas Experience, which is on store shelves now.
And considering ABBA was huge in the ‘70s and ‘80s, this game arguably appeals to a much wider generation of music fans.
“ABBA You Can Dance is different from the other dance games because it features the timeless music of one of the world’s biggest music sensations,” Ubisoft’s brand manager Rachael Grant tells MCV.
“We think that this will be the perfect family entertainment release this Christmas due to the massive appeal of ABBA, particularly in the UK. Everyone seems to have an affinity with ABBA and their music, and no matter what age or gender, they can’t help tapping their feet when an ABBA track comes on.”
Thank you for the Music
ABBA You Can Dance features 26 songs from Sweden’s former pop group, including hits such as ‘Dancing Queen’, ‘Waterloo’, ‘Mamma Mia’ and ‘Take a Chance on Me’.
All of the in-game dance routines and environments were inspired by ABBA’s music videos and live performances. It also features original video clips and anecdotes for the ultimate fan treatment. Up to four players can dance along to each track, with two others able to sing along to the on-screen lyrics. A mini-musical mode even lets users act out key roles in a love story based on some of the band’s classic songs.
Ubisoft will certainly be hoping consumers take a chance on ABBA You Can Dance when it hits shelves later this month.
A TV campaign will run from launch into December. Video-on-demand ads will appear on ITV Player, while events will provide media with hands-on opportunities. Ubisoft says the game will have presence in Christmas gift guides, in recognition of it as ‘the ultimate family entertainment experience over the holiday season’.
Copies of ABBA You Can Dance will also include inserts promoting Mamma Mia! The Musical. Print publications will run competitions giving away tickets to see the West End musical.
Ubisoft is going after females with ABBA You Can Dance, the publisher’s brand manager Rachael Grant tells MCV.
“The PR campaign for ABBA You Can Dance is being targeted at a very broad female audience to tap in to ABBA’s timeless, multi-generational appeal,” she says.
“The media targeting has focused on national women’s consumer lifestyle media, online media and bespoke activities for broadcast media including innovative, eye-catching press mailers and ABBA-themed content, reminding people of the enduring appeal of the group’s music.”