Imagine: GirlBand

Fans of Resident Evil, Civilization, World of Warcraft or Call of Duty are perhaps not massively familiar with Ubisoft’s Imagine series on DS, but then such folk are having to face up to the reality that they are no longer gaming’s bread and butter.

Gaming is mass-market, and whilst the hardcore can, in reality, only afford so many shooters or strategy releases, the true scope of this emerging games market is only just beginning.
The Imagine franchise has already plundered the likes of motherhood, fashion design, veterinary care and cooking – surely the very essence of what flies around the insides of a young girl’s head. So the concept of a female rock bands is a very, very snug fit for the franchise.

“Girls are entering into the casual gaming market simply because companies like Ubisoft are developing games specifically for them,” explains Ubisoft’s Imagine brand manager Sally Cormack.

“Although we know girls also play more traditional ‘boys’ games, ranges like Imagine are selling in great numbers because the games’ subjects are what they want to play. There is also a constant flow of games being made available to them.

“Nintendo has also done a phenomenal job of broadening the gaming audience through its recent consumer-friendly consoles and more casual games. Young girls are part of this new consumer group and are playing within all of these genres.”

Unless you’ve been in the Antarctic locked in a cupboard with your fingers in your ears shouting “la la la la la la la” at the top of your voice for the last decade, you’ll probably be very well aware that singing, pop culture and performing are very much typical aspirations of young British girls at the moment. It’s certainly something Ubisoft is aware of.

“Imagine Girl Band has been developed to allow girls to live their dream of being in their own girl band, encompassing music, fashion and dance,” Cormack adds. “The player can choose the style of band she wants to create, what instrument she plays and what her look is, which then manipulates the way the game is played.

“This gives the game a huge replay value depending on which style, look and instrument you pick. There are also many different event venues as well as practising at home and in the studio.”

Imagine Girl Band also offers wireless ad-hoc multiplayer for up to four players, with each taking on a different instrument from a range including lead guitar, bass guitar, drums and keyboard.
As for the marketing push, Cormack explains: “Imagine Girl Band will be supported by a national terrestrial and satellite TV campaign at launch but will also be included in further Imagine marketing later on in the year.”

Nintendo might have pioneered the new casual movement, but clever publishers recognised its potential early and are now riding the crest of the wave. And whilst parts of the sector are starting to look overcrowded, Ubisoft seems to have carved itself its own niche, the potential of which is limitless.