OKAY, SO we all admit that none of us understand the point of American football. It’s a bit like rugby, but the action stops every few seconds and all the players run about in Robocop-like-armour. Though saying that, at least in American football you’re allowed to pass the ball forward. And the rules at least seem to make some sense. Actually, come to think of it, it’s a lot better than rugby, isn’t it?
That fact aside, it’s still fair to label the sport as somewhat niche outside of North America, though it would be wrong to underestimate the following it does enjoy in the UK and Europe.
EA’s Madden may not dominate the charts over here in the same way as it does in the US, but it will always dent the top ten on its week of release. More interesting is the fact that even more specialised takes on the sport – sub-niches within an already specialised niche – can gain any sort of foothold in the charts. But they do, and that’s why Blitz is back with a sequel.
“Considering Blitz features fictional teams and players we actually did pretty well with the game last time round,” Midway’s senior European brand manager Aidan Minter tells MCV.
“We reviewed well in OXM with a 7/10 score which proved we could still cut a decent game, even if the engine itself wasn’t as good as the new one we have now. The Madden franchise has dominated the market for many years but there’s a dedicated fanbase that prefers the more controversial aspects that EA just don’t go near.
“We have some very cool new features in the form of realistic injuries, precision aim tackles and enhanced clash modes and touchdown celebrations. This version is the most visceral by far. Players are treated to a CSI-style camera effect that lets you see in bloody detail the internal injuries you cause to an opponent from broken spines, fractures, ruptures and nerve damage – seeing is believing.”
With such a specific target audience the majority of Midway’s marketing efforts will be ploughed into ‘in-your-face’ direct mail and internet campaigns, though there will be activity associated with the likes of Nuts, Zoo and Loaded.
“Our expectations are pretty good,” Minter concludes. “I’d say that this year will be the best year for the franchise because we’re out on PS3 and Xbox 360, and we’re an ‘18’ BBFC rated product with a whole new game engine. The brutal, no holds barred aspects will be a distinct draw for consumers who want to see the pain they inflict on the field – we’re the bad boy of American Football and proud of it.”
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