As MCV has touched upon in this section in recent weeks, Ubisoft’s Imagine brand is indicative of the modern world of games. However, even with a brand as tightly focused as Imagine, there’s still a wide range of interests and tastes to consider.
The last title Imagine title MCV looked at was Girl Band, a game that would perhaps appeal to the more outspoken, extroverted, ‘stand in front of the mirror with a hair brush singing all the words to the latest Rihanna song’ type girl.
Imagine Teacher, on the other hand, is designed to appeal to EXACTLY the type of girl this author’s daughter will eventually grow into – studious, clever, driven, responsible and not at all interested in those single-minded, over-sexed boys who she will not talk to and certainly will not be involved with until the age of 18 at the very, very, very earliest. And even then only once they have been vetted and approved by her caring and always correct father.
But how hard is it to keep conjuring up new ideas for a brand such as Imagine? “Last year we dipped our toe in the water with the Imagine range, launching just four titles which were very successful,” Ubisoft brand manager Sally Cormack tells MCV.
“What we did was introduce young girls to a brand that is 100 per cent devoted to them. We are now coming back with a stronger line-up and improved games starting with Imagine Girl Band and Imagine Teacher. Our aim now is to build strong brand awareness for Imagine. By signing Fearne Cotton and Holly Willoughby to appear as the face of Imagine, we hope that we will be able to reach our audience with realism and humour.”
Though it’s true that to many of us the idea of being a teacher is akin to a life of eternal torture, for young girls it is apparently a very desirable thing.
“We are constantly conducting research with young girls in order to be completely up to date with their passions and lifestyles so that we are launching games that will be of interest to them,” Cormack adds. “With so many hobbies and activities the Imagine range will hopefully just grow and grow.
“During our research, being a teacher came out as one of the top careers that young girls would like to have so we have high expectations for this release. The game itself is fantastic with hugely varied gameplay and a compelling story. It has beautiful graphics and the capacity to teach as well as be fun.”
The publisher’s marketing for its Girl Band title, led by a high-profile TV campaign, is already underway, and is set to be followed by a dedicated Teacher campaign. Imagine is receiving full backing from Ubisoft at the moment, evidence of its confidence and the series’ success to date.
“We are very excited about the potential for Teacher, simply because it is a totally unique idea and a top quality game,” Cormack assures.
“We know little girls love to play ‘teacher’ at home and this will give them the opportunity to run their own school, mark their students’ work, choose their own lesson timetable and take their pupils on trips – not something they can do at home.
“The Imagine line-up for Christmas is fantastic, with massive support behind it financially. There is no limit to what we can develop, so you can expect to see Imagine around for a long time.”
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