Ubisoft spends big on Christmas dance line-up

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Ubisoft has revealed its blockbuster marketing plans for Just Dance 2 and Michael Jackson: The Experience.

The publisher will target the broad audience already captured by previous best-sellers Just Dance and Dance on Broadway.

We are planning on spending big this Christmas on our key dance titles,” said Ubisoft's group marketing manager Mark Slaughter.

Just Dance 2 and Michael Jackson: The Experience will be supported by significant above-the-line spends, as well as strong trade marketing activity.

With Just Dance and Dance on Broadway, we saw great elasticity to TV advertising so with a strong TV buy planned including X Factor spots, we expect a similar reaction.

Both titles deliver a great gameplay experience. Through this high awareness and trial-driving activity, we hope to maintain our leading position in this market.”

Ubisoft is confident the popularity of its dance titles will increase this Christmas.

We have been delighted with the performance of Dance on Broadway and Just Dance over the summer months and expect the market to ramp up as we come into the Christmas period,” said Slaughter.