Ubisoft games ‘will drive new hardware’

Ubisoft’s leftfield range of games for Kinect, 3DS and more will help give consumers a reason to buy new games hardware.

The publisher broke the mould at E3 with a number of surprise unveilings for the likes of Your Shape, Michael Jackson and Child of Eden. It was also the only firm to have a major game showcased during all three platform holder press conferences.

MD Rob Cooper says this is because of Ubisoft’s unique willingness to jump in and experiment with new tech.

It’s the first parties who choose the content of their press conferences so that, to me, was a real testament to the quality of our games and Ubisoft’s willingness to be out there first on new technology,” he told MCV.

We’re proud of the fact that Ubisoft created innovative titles that Nintendo, Sony and Microsoft wanted to showcase at their press conferences.”

One of Ubisoft’s big E3 reveals was Child of Eden, a Kinect game that targets the core audience. The game was a very different affair to the raft of casual and fitness titles currently being prepared for Microsoft’s new device.

Our products for Kinect were highlighted by the press as something very different to what else was shown,” said UK marketing director Murray Pannell. Doing something different means that Microsoft – and Sony or Nintendo – are able to say ‘this is something different for our platform, this is a reason to buy the hardware’ and that’s important for them and for us.”

UK sales director Darren Bowen added: I think it’s really important to stay ahead and a lot of it is down to the management team – both at headquarters and at each of our studios – to recognise what is going to be important.

If you look at DS and Wii, some publishers shied away from it whereas Ubisoft went full into it, and that’s why we’ve grown our share. We keep innovating and keep pushing ahead of the competition.”

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