BKK2 on 31 March 2009
Ubisoft's Laurent Detoc talks casual games, industry trends
Casual games are attractive not only to gamers but also Ubisoft, which can develop many of those titles for cheaper. But Detoc said the casual games are not complete cash cows because Ubisoft's is using a certain amount of those profits for marketing, which he said is necessary to draw in new casual users, who are not as hooked in to games as hardcore gamers.
"The margins on these games are good when you look at development, but it takes a lot of marketing dollars," he said. "It's like packaged goods. You have to think about marketing, retail space, branding."
Casual games are attractive not only to gamers but also Ubisoft, which can develop many of those titles for cheaper. But Detoc said the casual games are not complete cash cows because Ubisoft's is using a certain amount of those profits for marketing, which he said is necessary to draw in new casual users, who are not as hooked in to games as hardcore gamers.
"The margins on these games are good when you look at development, but it takes a lot of marketing dollars," he said. "It's like packaged goods. You have to think about marketing, retail space, branding."
Link
From the Ubisoft conference call:
38% sales coming from casuals.
Casuals games: more marketing, less development
38% sales coming from casuals.
Casuals games: more marketing, less development
ELECTRONIC Arts Inc., the videogame maker that hasn’t made a profit for seven quarters and is shedding 10 percent of its work force, is looking to women and Nintendo Co.’s Wii to reverse its fortunes.
The fitness game “EA Sports Active,” set for a May release exclusively for the Wii, will be marketed to women with a blitz “at least” as large as the annual campaign for bestseller “Madden NFL,” EA Sports president Peter Moore said.
Oprah Winfrey’s personal trainer is a spokesman, and the company may buy infomercials or advertising on cable channels geared toward women such as Oxygen, Moore said in an interview.
The fitness game “EA Sports Active,” set for a May release exclusively for the Wii, will be marketed to women with a blitz “at least” as large as the annual campaign for bestseller “Madden NFL,” EA Sports president Peter Moore said.
Oprah Winfrey’s personal trainer is a spokesman, and the company may buy infomercials or advertising on cable channels geared toward women such as Oxygen, Moore said in an interview.
Link
