Oct 14, 2013
An MCV survey of publishers and retailers has shown that the gaming industry in the UK is set to spend £128 million on advertising this Autumn.
This is due to a number of reasons. Of course, one huge reason to advertise is the upcoming next-gen console releases within November, just in time to be wrapped up and placed under trees. £68m of this is set aside for the next-gen consoles, even though they are sure to be in short supply, as demand is very high.
It seems then, that the recession is finally coming to a halt, as companies are sure the public are ready to splash their cash on consoles this holiday season. Last year they spent £99m, which is dramatically less than this year. Physical game copies were slowing down in sales, but recent trends show this is on the up.
The release of Saints Row IV, GTA V, Madden NFL and FIFA have picked up sales considerably, showing that with quality titles come great sales. Which shows the industry a lot of hope, to invest in advertising to convince the public to their game or console.
The next-generation of consoles is sure to man more boxed games are picked up, as huge AAA franchises such as Call of Duty, Assassin’s Creed, and Battlefield all return. And downloadable copies of next-gen titles could be rather large for the average consumer, at the moment.
This news also comes after Nintendo stated they are going to boost advertising and awareness of the Wii U, due to bad sales figures. Nintendo have teamed up with Tesco and other companies, in order to inform the general public that the Wii U is indeed a new console, rather than an add-on, which is a shockingly rampant consensus. Even I have come across friends, who are gamers, that were unaware that the Wii U was a completely new iteration.
Despite TV being the obvious place to gain a captive audience for games and consoles, as people watch more TV in winter, other forms of advertising are rising considerably. In light of Rockstar’s recent advertisements and hype-building for GTA V, other companies are also trying alternative methods. Consoles such as the 2DS are going on tours’, alongside games like Watch Dogs, and will attempt to find a different audience in malls, universities and sport stadiums.
The uptake of next-gen consoles will surely be a deciding factor on how the advertising pays off for certain games, but with a huge number of pre-orders, the public seem pretty ready for the next generation.