Ubi splashes £2m on new range

Ubisoft has backed its Games For Everyone range with a multi-million pound marketing spend, designed to make the publisher a leading player in the family and casual games sector.

Marketing director Jon Rosenblatt told MCV that the new range and marketing campaign are a logical extension of Ubisoft’s ambitious philosophy. I don’t think we’ve ever been happy in the comfort zone, we’ve always looked for content that challenges people’s pre-conceptions of gaming, and that in turn has always challenged us as a marketing team,” he said.

We’re building brands in a big way. And whilst the effect might not be instantaneous, I think in three, six or nine months time we’ll find that we have a host of IPs that are well-established in the minds of Wii and DS owners.”

Ubisoft is planning a 1.7m spend on TV alone – aimed at some of the UK’s biggest prime time shows.

Leading the way is a five-week run of ads for the Imagine, Petz and Pippa Funnell ranges during The X Factor, culminating in three slots in the grand final. The titles will also feature in shows such as Ant & Dec’s Saturday Night Takeaway, The Simpsons and Hollyoaks, and seen across across the Sky and ITV networks, plus E4.

Jam Sessions is already being advertised on all five MTV channels.

About MCV Staff

Check Also

Wireframe magazine has printed its final issue

The team behind Wireframe magazine has announced on Twitter that it will no longer release print editions