MCV Awards Finalists Supplement 2010

THE FINALISTS

CONTENTSMEDAL OF HONOURIt really isn’t just about the winning. Asthis bumper Finalists Guidedemonstrates, the MCV IndustryExcellence Awards recognise successat all levels within the business.

Publishers, retailers, distributors,developers, accessory companies andindividuals are each included andconsidered key to the biggest night ofthe year.

This hugely prestigious trade eventis about rewarding teams for their hardwork and even harder foughtachievements. This isn’t just about bigcompanies, highly resourceddepartments or big budgets. And evenif actually winning may be a bridge toofar, it is important thataccomplishments are noted.

This bumper guide to the 2010Finalists details why they were chosenand what will be considered by the 100or so industry judges who choose theultimate victors.

We are very proud of ourtransparent system of choosingFinalists and then letting a large panelfrom all sectors of the business pickthe winners. We name the judges afterthey’ve voted … so shout at them, notus, if the result doesn’t go the way youthink it should.

This year the MCV Awards sold outearlier than ever, taking place at thebrilliant Brewery, Chiswell Street,London for the eighth time onThursday April 22nd.

As well as Dom Joly as host and aJust Dance-sponsored after party therewill be a few entertainment surpriseson the night, including another one ofMCVʼs famous awards videos featuringsundry industry execs.

Will your boss be in it? Will yourteam win on the night? All will berevealed very soon.

And even if you can’t join us at theAwards, we hope you take some timeto consider the praiseworthy efforts ofyour customers, peers and partnersover the 12 months.

Best of luck to all.

Stuart DinseyPublisher, MCV

YOUR TEAMYOUR AWARDS

MCV Retail Advisory Board:Special Recognition 46

Grand Prix Award 46

Special Awards

Peripherals & AccessoriesAward Partner

New Game BrandAward Partner

Games PublisherAward Partner

™

After Party Host Drinks Reception Partner

Retail Category Partner

Video Partner

Pre-Event Drinks Partner

RetailIndependent Retailer 9

Star Store 10

Online Retailer 12

Supermarket 14

High Street Chain 16

PR & MarketingPeripherals & Accessories Brand 20

Game Creative 22

New Game Brand 24

Trade Marketing Team 26

PR Team 28

Game Campaign 30

Marketing Team 32

People & IndustryUK Development Team 36

Distribution Team 38

Sales Triumph 40

Sales Team 42

Games Publisher 44

www.nintendo.co.uk© 2010 Nintendo TM, ® the Nintendo DS logo and the

Nintendo DSi logo are trademarks of Nintendo.

wishes all thenomineesthe very

best of luck.

Nintendo is once again proud to supportthis year's retail awards category in whathas become one of the UK industry’smost prestigious evenings. The MCVIndustry Excellence Awards are uniquenot only in that they stand as one of theUK’s most coveted awards to win, butalso, and more importantly, they rewardthose behind the games and focus onthe people, teams, hard work anddetermination that go into maximisingsales and driving industry growth. Quitesimply, it is the only event of its type.

When I wrote this introduction for lastyear’s awards I talked about the certaintyof challenge and difficult times ahead ofus all regardless of where we sat withinthe industry. Looking back, no one couldhave predicted just how challenging anddifficult those times have been for us alland we’re not out of the woods just yet.

That’s why tonight is all the moreimportant for us as an industry, whetherdeveloper or publisher, marketing teamor sales team, head office retailer orstore manager, to come together underone roof to celebrate what we haveachieved in the face of adversity. Ourpartners and friends at retail have been,and continue to be, crucial in helping usattract new people to video games andin helping us contribute to industrygrowth. As such, we would like to takethis opportunity to thank everyone whohas helped us achieve a recordbreaking eleven million Nintendo DSsales and over seven million Wii sales inthe UK since their launches in 2005 and2006 respectively.

The retail category awards go thatlittle bit further to recognise, reflect andreward the hard work, determination andexcellence on the often overlooked'frontline' of our industry. From thebiggest supermarkets in the land, to thesmallest independent store, onlineretailer or even that one standout ‘starstore’, no matter who you are, you havethe chance to compete for that accoladeand to be recognised for your efforts.

The very best of luck to everyonenominated this year – we look forward tocatching up with you all at the awardsand working with you this year.

David YarntonGeneral Manager, Nintendo UK

Independent Retailer

Star Store

Online Retailer

Supermarket

High Street Chain

FINALISTSRETAIL

THE FINALISTS 2010YOUR TEAM • YOUR GAMES • YOUR AWARDS

INDEPENDENT RETAILERBack by popular demand, the independent retailer award puts customer service, product knowledge, andmarketing activity at the top of the list of things to consider...

CONSOLECONNECTIONSConsole Connectionswas established in 1992by Mark Conacher andFiona Stafford andcomprises two stores,the first in Truro,Cornwall and the other inBarnstaple, Devon. Bothoutlets sell used andnew games, accessoriesand consoles. The firmboasts competitivepricing and offers athree-day exchangepolicy on the products itsells. All staff arehardcore gamers and aremore than happy to offeradvice to their large andloyal customer base. Themanagement boasts thatthe chain has aprofessional look, butwith an independent feelthat its customers enjoy.

BARKMANCOMPUTERSFounded by Nick Elliottin 1987 and nowcelebrating 23 years inbusiness, BarkmanComputers in KingstonUpon Thames, Surreyoperates from a singlestore. The outlet focusespurely on new productand doesn’t operate inthe second-hand space.Barkman is famous forits diverse range of titles,including hard-to-finddelisted games. It alsoattracts family gamers,with Elliot claiming hesold more titles aimed atgirls over Christmas thanModern Warfare 2. Aswell as game consoles,the company buildscustom PCs, which hasattracted a loyalcustomer base.

GAMES CENTREThis successful indiechain was founded in1996 by Robert Lindsayand now consists of sixHigh Street stores, withits latest Airdrie outletopening in July last year.Games Centre isScotland’s largest indiechain and also haswarehouse and officefacilities. The firm has asecond-hand and newgame offer, sellsconsoles, accessories aswell as DVDs and Blu-ray. The company alsoboasts deeplyknowledgeable staff,competitive prices andan impressive range ofgames. The firm is openseven days a week andhas a dedicated onlinepresence atwww.gamescentre.co.uk.

GAME ONSet up in Saffron Waldenin 1997, Game Onstocks the usual videogames and hardware (aswell as pre-owned), butalso sells the full GamesWorkshop and Magic theGathering lines, as wellas other trading cardsand collectables. Thefirm boasts greatcustomer service,complete with a discountloyalty scheme that hasover 5,000 members.The company is alsolooking to branch intonew product lines, suchas Lego, and claims tobe a parent-friendlyoutlet. The store’s owner,Matthew Brady, saysGame On’s success hasbeen aided by its greatlocation and two bigwindow displays.

GRAINGER GAMESA former MCV Awardwinner, Grainger Gameshad a great 2009, openingfive new stores, improvingits customer propositionand restructuring itsteam to ensure supportis in place to deliver itsthree-year expansionprogramme, while the in-store and windowmerchandising has beenimproved for continuityacross all outlets.Grainger Games hasdeveloped its businessplatform substantially,recognises theimportance of closeworking relationshipswith the industry, andhas a strong commitmentto street dates. To thatend, Grainger now has arepresentative on MCVʼsRetail Advisory Board.

Previous WinnersThis award returns for 2010.Previous winners include:2006: ePlay2007: ePlay2008: Grainger Games


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RETAIL


AWARD CRITERIA: Customer service • Product knowledge • Range • Window and in-storemerchandising • Commitment to street dates and an orderly market • Marketing activity


STAR STOREStanding out from the crowd, the individual store that wins this award will have seen impressive salesperformance and will show off great service and product knowledge on a day-to-day basis...

ASDA DERBYAsda’s Derby storeaccounted for almost twoper cent of the chain’ssales last year andcontinues to be at theforefront of the grocerygiant’s event launches inthe entertainment sector.The launches of bothFIFA and ModernWarfare 2 saw over1,000 people queueingoutside the store atmidnight for these majorreleases – no small featfor a generalist retailer.And Asda claims that itspartnerships with otherretailers has deliveredvolume selling across allkey formats.

GRAINGERGAMES, HULLGrainger’s Hull store hasbecome the indie chain’snew flagship outlet and isthe first of a number ofnew sites planned by theparent company inYorkshire. Since openingin September 2009, theHull site has quicklybecome one ofGrainger’s top performingstores. It is headed up byan experienced andknowledgeablemanagement team inMarcos Dinsdale andDan Hebden, who quitGamestation to joinGrainger Games,bringing with them sixmore experiencedmembers of staff.Grainger Games Hull isthe chain’s biggest storeto date.

GAMESTATION,BIRMINGHAM NEWSTREETA previous MCV Awardwinner, the GamestationBirmingham New Streetstore continues to be adiamond within theGAME Group. Accordingto recent mysteryshopper surveys, the sitehas achieved a 100 percent score on thefollowing metrics: ‘mademe feel like a valuedcustomer’; ‘served me ina warm and friendlymanner’; productknowledge. And youcan’t say fairer than that.The outlet boasts regularin-store marketinginitiatives andpromotions, includingstore take-overs for thelikes of Modern Warfare2 and Wii Sports Resort.

GAME, OXFORDSTREETAnother former MCVAward winner, GAMEOxford Street has alsoachieved a 100 per centscore on mysteryshopper surveys for thelikes of: ‘made me feellike a warm and valuedcustomer’; ‘served me ina warm and friendlymanner’; productknowledge. Store take-overs have taken placefor games such asModern Warfare 2 –which was covered onBBC news reports – plusWii Sports Resort. Inaddition, the store hasplayed host to a numberof celebrity appearances,including Suzanne Shaw(for Disney’s Sing It), IanRush (FIFA 10) and MissFrank (We Sing).

HMV, 360 OXFORDSTREETThe store manager atHMV’s flagship OxfordStreet store is MartinJezzard, with JamesRumley the managerresponsible for thegames offer. The gamesdepartment measuresapproximately 2,500 sq ftand occupies much ofthe rear section of thestore's ground floor. Itcarries a comprehensiverange of titles across allplatforms, as well asHMV’s trade-in gamesRe/Play offer. Furtherhighlights include aGamerbase four-playerpod, an EA promotionalsection, a Sony PS3demo area and aninteractive customerspace for the Guitar Heroand DJ Hero franchises.

Previous Winners2007: Gamestation,

Birmingham New Street2008: Zavvi, Oxford Street2009: Gamestation,

Birmingham New Street

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AWARD CRITERIA: Sales performance • Product knowledge • Customer serviceIn-store merchandising and compliance • Marketing activity

PLAY.COMThe four-time MCV Award winnerwas once again one of thedominant online players of 2009in games, and continues to be ayardstick by which its rivalsmeasure their own onlineoffering. In June last year theretailer claimed the Which? BestOnline Retailer Award for thesecond year running. The firm’shead of games changed handsthis year, with Zavvi’s gamesboss Patrick Kelly taking up thereins in April.

AMAZONAn ever-present force in onlineretail, Amazon boasts what’sprobably a more extensive rangeof games and hardware than anyother retailer, boosted by itspopular second-handmarketplace and connections toother independently run onlinestores. The firm’s customer-targeted home page is still one ofthe best out there, and there is awealth of video game content toexplore. The firm also got a newgames director last year, with e-commerce veteran Chris Poadjoining the company in January.

ZAVVI.COMThe Hut Group is the fastestrising online entertainmentretailer in the UK. The companycreates white label websites for avariety of major companies, suchWHSmith and LOVEFiLM. It alsohas several company-ownedwebsites, namely TheHut.comand Zavvi.com. The online giantdrastically grew its market sharein the games space last year,with several impressive offers onnew release. The Hut also hasbig plans to launch a digitaldownload function this year,while a consumer show and re-launching Zavvi on the HighStreet could also be on thecards.


Online retailers putthemselves in placefor this award byexcelling in deliveryand service and byshowing commitmentto street dates...

Previous Winners2003: Gameplay2004: Amazon2005: Amazon2006: Play.com2007: Play.com2008: Play.com2009: Play.com

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SHOPTOThe independently run website isone of the more innovative onlinestores on the market. In 2009 thefirm launched TextTo, a servicewhere customers can checkprices and order games via SMSmessages. ShopTo alsoguarantees to deliver games intime for their release date, and ifit fails it promises to pay £3 tothe customer as a form ofcompensation. The retailer isparticularly popular with thehardcore gamer, with a dedicatedforum, a free-to-view electronicmagazine and ShopTo TV, where gamers can view thelatest trailers.

GAME.CO.UKGAME’s online division boastedexcellent customer service evenin the face of the Royal Mailstrike. Over 500 per cent morecopies of Modern Warfare 2 weresent out for day of launch thanthe second biggest release of2009, Assassinʼs Creed. Theretailer achieved another recordyear for digital downloads, with a200 per cent increase year onyear. Customers viewed over50,000 hours of video exclusivecontent designed specifically forgame.co.uk, while specificmicrosites designed around keytitles were rolled out throughoutthe year. The site also enjoyed arecord breaking number of socialnetwork followers on Facebook,Twitter and Bebo. And continuingits multi-channel approach,GAME trialled kiosks in-store, aswell as a GAME iPhone app.

GAME CONNECTIONGame Connection was formed inlate 2006 by co-directors (andfather and son) Steven andMichael Campbell. In the firstyear of trading, GameConnection sold around 7,000items, generating a turnover ofaround £245,000. Since then, thecompany has experienced stronggrowth, with turnover figures of£440,000 and predicted £1m foryears two and three respectively.There are a number of keyinitiatives that makes GameConnection different to othersites. The 50 per cent buy backscheme ensures that customerswho buy from the site have tenweeks to enjoy the game andthen can return it, claiming back50 per cent of the value. GameConnection’s reward schemeoffers two levels of discount –Gold level and Platinum. The firmalso offers a price match promise,plus free first class delivery.

ONLINE RETAILER


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Retail Category PartnerAWARD CRITERIA: Customer service and delivery • Product knowledge and range • Commitment

to street dates and an orderly market • Games-specific marketing activity • Sales growth

ASDAHaving been at the forefront ofsupermarket games retailing for adecade now, Asda hasdemonstrated its commitment tocategory and publishing partnersby implementing leadingmerchandising displaysthroughout its 373 stores. It hasoutperformed every year for thepast four and by 42 per cent in2009. Its response to the EUKcollapse was first class, with directrelationships being set up withinweeks, a new distribution centreadded, ten additional colleagueshired from across the gamesindustry – and Asda claims 2009saw it deliver the highest sales tostores ratio of any supermarket.Its colleague educationprogramme, in partnership withthe major format holders, enabledAsda to drive triple digit salesgrowth of accessories, and deliverrecord consoles shares.

MORRISONSThe fourth largest supermarketchain sees nine millioncustomers pass through its dooron a weekly basis. The companywon the Oracle Retail WeekAward in 2009 too, and iscontinuing to grow and open newstores on a very frequent basis.Morrisons has a good range ofvideo game software andhardware in most of its stores.The chain boasts a mix of videogame customers, including theclassic hardcore gamer whocomes in for the latest release, as well as the older, femaleplayers who are after a copy ofBrain Training.

TESCOTesco is the UK’s largest retailerwith 2,306 stores in the country –it is also the third largest grocerin the world. The firm wants tomake its non-food offer assuccessful as its food offer, andTesco Direct – the firm’s onlinenon-food catalogue service –saw sales grow 50 per cent year-on-year for the six-week periodending January 9th. Thecompany bolstered its gamesteam last year with top staff fromEUK in a bid to become adominant force in games, hassince expanded its range and isnow even trialling pre-owned.

SAINSBURY’SSainsbury’s is anothersupermarket looking to drasticallyincrease its presence in thegames sector. The grocerrecently placed plasma screensin 200 of its 550 supermarkets topromote games and graphics.There are targeted vouchers,press and TV campaigns, as wellas a presence in the SainsburyʼsMagazine. The firm also boasts arange of gaming customersvisiting their stores, includingavid gamers, gifters, families andbargain hunters who have beentempted in by a special offer –such as the chain’s £26 launchprice for Modern Warfare 2last year.

A new award for 2010, this acknowledges large-scale retail chains that stock video games. All of themboast excellent product knowledge and great games-specific marketing...


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SUPERMARKET

THE FINALISTS 2010YOUR TEAM • YOUR GAMES • YOUR AWARDSAWARD CRITERIA: Window and in-store merchandising •Games-specific marketing activitySales growth • Customer service • Product knowledge and range • Commitment to street dates

GAMEThe market’s biggest specialistchain refuses to sit on its laurels,continuing to invest heavily instaff training, customer supportand the general shoppingexperience at its stores.According to recent mysteryshopper surveys, the chainscored highly in a number of keymetrics: ‘Made me feel like avalued customer’ (91.7 per cent);‘served in a warm and friendlymanner’ (96.7 per cent);‘demonstrated productknowledge’ (93.3 per cent). Thechain has welcomed just underthree million GAME reward cardcustomers in the last 12 months.And it has held launches for alltriple-A titles in stores across thecountry, with over 320 outletsopening at midnight for thelaunch of Modern Warfare 2.

GAMESTATIONKey to Gamestation’s on-goingsuccess has been its ‘We won’tbe beaten on price’ promise –and it remains the only HighStreet retailer to promise this. Inthe past year Gamestation hasheld exclusive UK launches andmidnight openings specifically forits customers. And like its sisterchain, GAME, the retailer hasscored highly in mystery shoppersurveys, with metrics including:‘Made me feel like a valuedcustomer’ (95 per cent); ‘served in a warm and friendlymanner’ (83.3 per cent);‘demonstrated productknowledge’ (91.7 per cent).

HMVHMV is now widely considered afully-fledged games specialistafter acquiring Gamerbase andlaunching its own pre-ownedoffer (Re/Play) towards the endof 2008. The firm continues towiden its games range in-storeand online, with an ever-increasing amount of floor spacededicated to the sector. Thechain has 272 stores in the UK,with sales of £1.15 billion in thelast financial year. In May thisyear HMV launched its Purecard, a loyalty scheme thatallows customers the chance tobuy limited edition or hard-to-finditems that aren’t available on theHigh Street.


A second appearancefor this award, wherecustomer service,merchandising andrange are key...

Previous Winners2009: GAME2008: GAME (Specialist Retailer)

2008: HMV (Entertainment Retailer)

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CHIPSDon McCabe and Nik Agar’sever-present independent retailchain is celebrating its 24th yearin business this year. In whatwas a tough year for all of retail,the CHIPS team opened a newstore in Leicestershire, re-launched its website and haseven begun trialling Xplacegames information kiosks in aselection of its stores. CHIPShas 12 company-owned storesand 16 franchised outlets andhas its headquarters based inMiddlesbrough.

ARGOSArgos’ presence in the videogames market continues to grow.As well as extended space in itsmain catalogue, Argos also runsa special video game catalogue,which can be viewed in largerstores and was distributed in theconsumer specialist press lastyear. The firm has also recentlybegun trialling its own pre-ownedoffer in some 27 of its 735stores. Argos serves some 130million customers a year; ithopes to extend its store base toover 800 in the near future andcurrently employs some 34,000people.

HIGH STREET CHAIN


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RETAIL


AWARD CRITERIA: Customer service • Product knowledge • Range • Window and in-storemerchandising • Commitment to street dates and an orderly market • Marketing activity

CODEMASTERS SPONSORS

CELEBRATE THE BEST OF BRITISH

PRE-DR INKS RECEPTION

PRE-DRINKS RECEPTION AT PARKER McMILLAN,OPPOSITE THE BREWERY, FROM 6.00PM

© 2010 The Codemasters Software Company Limited (“Codemasters”). All rights reserved. “Codemasters”® and the Codemasters logo are registered trademarks owned by Codemasters. “International Cricket 2010”™ is a trademark of Codemasters.

Peripherals & Accessories Brand

Game Creative

New Game Brand

Trade Marketing Team

PR Team

Game Campaign

Marketing Team

FINALISTS

PR &MARKETING


EXSPECTGem-owned peripherals brandExspect is building a greatreputation and portfolio ofinnovative, well designed andbeautifully packaged gamesperipherals. Exspect’s approachto customers is key, workingtogether to produce high qualityproducts that complement theirbusinesses, whilst providingongoing marketing and PRsupport to increase products andbrand awareness, using a variedmix of editorial, web and socialmedia. Exspect will continue itsgrowth within the category, whilstintroducing a number of licensingassociations with Sony, JoystickJunkies, as well as BreastCancer Campaign and worldwidecharity Whatever It Takes.

VENOMDespite the economic climate,Venom has continued to innovatewith new products, grow thebusiness and hold good stock inorder to support its retailers andenable them to achievemaximum sales and margins.Amongst this year’s successeshave been the Xbox and PS3ranges, as well as the CathKidston licence collaboration,which saw great numbers inJohn Lewis’ Christmas Top 100.As a company, Venom is flexibleand accessible and can reactquickly to any challengepresented. It listens to itsretailers, giving them what theyrequire – which was borne out byVenom’s recent success in theMCV Retail Survey.

NYKONyko is the number one US thirdparty accessory manufacturer,with best-sellers that include theWii Charge Station, Wii PerfectShot, Xbox 360 Intercoolers, DSiZoom Case and Metal Pedal,amongst many more. Nykoprides itself on its innovation, andthe unique features and functionsthat can be found in theseproducts illustrate the benefits.


Innovation andproduct quality areamong the topqualities needed forthose hoping to winthis new award...

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Peripherals & Accessories Award Partner

A4TNow in its fifth year of trading,Accessories4Technology is goingstronger than ever. The companyhighlighted 2009 as its mostsuccessful year to date in termsof launching new brands andlicensing agreements. Mostnotably, A4T released its firstproducts from its own best-selling 4Gamers range for PS3and PSP – a portfolio the firmplans to develop further this year.The company also won thelicensing rights to createperipherals based on the iCarlyand Bakugan kids’ properties, aswell as the Lonsdale sport brand.More recently, A4T announced ithad signed a three-year licensingdeal with Electronic Arts toprovide accessories for EASports Active players.

MAD CATZThe veteran peripheralsspecialist emerged from anothersuccessful year, boosted bysome hugely popular rangeslaunched last year. The companyperformed particularly well in thelast quarter of 2009, racking upChristmas sales of $49 millionworldwide and reportingimpressive growth in Europe.Key successes from the pastyear have included the officiallylicensed Street Fighter IV range,including the popular arcadefighting sticks, and its range ofbranded Call Of Duty: ModernWarfare 2 accessories. Mad Catzis set to maintain this momentumthis year with its Super StreetFighter IV range, as well as itsown brands such as the Cyborggaming mice.

HUBBHaving emerged from its firstyear of trading in the UK, HubbAccessories is working hard toestablish itself as a familiar namein the peripherals market.Founded by Lygo Internationalback in 2008, the firm alreadyhas a healthy range of Wii, DSand PS3 accessories, as well asproducts for the newly-launchedDSi XL. Since the beginning ofthe year, Hubb has signedseveral agreements with key UKdistributors to extend its reachinto the market, now partneredwith firms such as InteractiveIdeas, Discstribution and GLSDistribution. With itsinfrastructure really starting totake shape and a passion forperipherals, Hubb is set to go farthis year.

LOGIC3Founded way back in 1977,Logic3 continues to be one of theleading accessories vendors inthe UK games industry, havingstarted producing peripherals in1983. The company has sinceexpanded to include BlackBerry,iPhone and iPod accessories,but still maintains its focus on thevideo games industry through itsown brands, such as itsSoundStation audio solutions forconsoles and handhelds andcolourful, MotionPlus-compatibleWii Funchuks. Like many of itsrivals, Logic3 has kicked off theyear with an extensive range ofDSi XL products, as well as newadditions to its portfolios for theother formats.

PERIPHERALS & ACCESSORIES BRAND


PR &MARKETING

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Peripherals & Accessories Award Partner

AWARD CRITERIA: Innovation • Quality of products • Marketing • Retail strategy • Sales

RABBIDS TVSPONSORSHIP IDENTS(UBISOFT)The Rabbids returned to the TVscreen last year in true anarchicstyle with a series of ads shownas 30 second and ten secondident spots. The creative waspositioned to capture the crazyand humorous style of the brandand appeal to a kids/teenaudience. Funny and irreverent,these ads appealed to the targetaudience and also to adults too.

ENJOY NINTENDO WITHANT & DEC TV(NINTENDO)Continuing its celebrity-basedstrategy, Nintendo carried outresearch and found one optionthat came out head andshoulders above anyone else interms of key measures such aslikeability, trustworthiness andhumour – national treasures Ant& Dec. The campaign alsoinnovated on a media level. Forthe launch weekend, Nintendocreated one specific execution (a60 second ad where the UK wasintroduced to Ant and Dec asproper Nintendo fans), which ranas a ‘roadblock’ over the weekendin all major TV programming, andon websites such as YouTubeand Yahoo. Then the campaignshifted into 30, 40 and 60 secondexecutions that focused on specificpieces of DS and Wii software,and Ant & Dec interviewing peopleabout why they love those titles.

HALO 3: ODST ‘WE AREODST’ TV (MICROSOFT)The ‘We Are ODST’ two minute,30 second TV spot was aground-breaking live action/CGad that premiered on TV,occupying an entire ad breakwithin True Blood. Depicting asoldier’s journey from raw recruitto ODST veteran, it created ahuge amount of buzz andexcitement and helped the titlesmash one of the biggest dayone numbers of the year.


This new awardshines the spotlight onoutstanding pieces ofgame creative, takinginto account quality,effectiveness andimpact on sales...

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‘THE GAME IS JUST THESTART’ TV (SCE UK) SCE UK’s ‘The Game Is JustThe Start’ campaign wasdesigned to demonstrate thebest home entertainment PS3can offer, including music videoservice VidZone, downloading thelatest blockbusters from thePlayStation Video Store, the joysof catch-up TV with BBC iPlayerand Blu-ray movies. In addition,the campaign showed off the greatcommunity aspects of titles thatmake the consumer the star ofthe show, from making your ownbrain-teasing quizzes in Buzz!,uploading your best vocalperformances on My SingStarOnline, to creating unique platformlevels in LittleBigPlanet that canget the whole world talking.

RESIDENT EVILDARKSIDE CHRONICLESPRINT (CAPCOM)The thinking behind this creativewas to take the traditional lookand feel of the Wii style ofadvertising ‘the family on thesofa’ and turn it on its head. Theidea of zombies breaking throughthe TV and invading the happyWii family environment was anincredibly clever juxtaposition.Says Capcom’s marketing team:“We’re delighted it’s beennominated for an award and thefact that this wasn’t someplanned lobbying of the MCVjudges and only used in a coupleof places shows the kind ofimpact it had.”

CALL OF DUTY: MODERNWARFARE 2 CINEMA(ACTIVISION)A 60 second creative was rolledout to cinemas nationwide, withthe objective being to convey theaction-movie feel of the game,plus the dramatic and stunningvisuals. There was a strongfocus on integrating the creativewith the rest of the campaign’stone and feel. Created by TheAnt Farm agency, the advertisingachieved a 93 per cent recall(prompted) and 78 per cent(unprompted) amongst thosewho watched the ad, whichplayed a key role in helpingachieve sales of 1.8 million unitsin the first week alone.

GAME CREATIVE (SINGLE EXECUTION)


PR &MARKETING

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AWARD CRITERIA: Quality of the creative • Effectiveness in terms of campaign messagingThe creativeʼs fit with the rest of the campaign • Impact on sales

BORDERLANDS (2K GAMES)For a new property that 2K oncetold us could “stand shoulder-to-shoulder” with the biggestChristmas releases – includingHalo, Call Of Duty and GTA –Borderlands has gone on to dorather well for itself. Take-Two’slatest financial results reveal thegame has shifted more thanthree million copies worldwidesince its debut back in October.The Xbox 360 and PS3 versionsachieved Top 10 positions in theirrespective charts – as well as theAll Formats chart – during thegame’s first week on sale, whilethe PC edition took the No.1spot. The game has been amainstay in the All Formats Top40 ever since, with demandbeing driven by a steady streamof high-profile DLC.

SCRIBBLENAUTS (WBIE)With more than one millioncopies shipped on a formatdominated by first-party titles,Warner Bros InteractiveEntertainment’s Scribblenauts isa Nintendo DS title unlike anyother. The game, developed by5th Cell, is an innovative newtitle which allows players to writeanything and solve everything.Players can combine countlessobjects to create wildly originalscenarios. Scribblenauts haswon numerous industry awardsand acclaim, including BestOriginal Game and BestHandheld Game from E3 GameCritics representing 29 top mediaoutlets. The game was alsofeatured as part of more than adozen ‘Best of 2009’ video gamelists, spanning enthusiast toparenting publications,highlighting its broad appeal andtruly innovative gameplay. Asequel has just been announced.

EA SPORTS ACTIVE (EA)Entering the new space createdby Nintendo’s Wii Fit, EA SportsActive is a landmark platform forEA Sports. To launch the title, EAidentified and signed a greatroster of talent and brandambassadors including AleshaDixon, Victoria Pendleton and SirChris Hoy. They enabled EA toreach each segment of its targetaudience with powerful, crediblemessaging. The hypesurrounding the launch of the titlewas impressive and led to UKpre-orders of 10,288. Moreimpressive are the follow-upsales figures. Week one saleswere 31,431 (on a forecast of30,000 units) and cumulativeweek four sales were 124,335(102,943 were forecasted). Todate some 271,436 units havebeen sold.


Quality IP is moreimportant than ever.This award examinesinnovation, creativityand long-termpotential...

Previous Winners2004: EyeToy2005: Nintendo DS2006: Nintendogs2007: Guitar Hero2008: Assassin’s Creed2009: LittleBigPlanet

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New Game Brand Award Partner

BAYONETTA (SEGA)Bayonetta has been Sega’sbiggest selling new IP on next-gen formats to date, as well asits highest scoring next-gengame ever. Not a bad start forthis new IP. Widely regarded asa new benchmark for actiongames, the title scored 10/10 inEdge, only the 11th game tohave received this accolade. Agroundbreaking TV campaignsupported the demo, the first forany title before the game hasbeen released, and thiscontributed to a 25 per cent upliftin demo downloads. The stylishTV spot featured La Roux’s InFor The Kill as the soundtrack,generating much discussion.Furthermore, an extensive onlinead campaign promoted the demoavailability, while a cinemacampaign around Avatar, plus aprint campaign, further underlinedthe success of the title.

DJ HERO (ACTIVISION)A new direction for Activision’sHero range of music titles, DJHero launched in October lastyear – and established itself asthe highest grossing new IP ofthe year. Global superstars suchas Jay-Z and Eminem, plusrenowned DJs such as JazzyJeff, Grand Master Flash andZane Lowe all helped play a rolein taking the DJ’ing experience tothe masses.

JUST DANCE (UBISOFT)From nowhere to number one inthe charts, with well over half amillion units sold to date, JustDance has clearly offeredsomething new and exciting tocasual gamers. The brand, in arelatively short period of time,has established itself and shownpotential to become a longstanding brand for the market.Consumer feedback has beenconsistently positive, with astrong desire for furtheriterations. A fundamental part ofJust Danceʼs success was downto an effective marketingcampaign, with all the elementsof the plan working together inorder to drive trial andawareness. By generating wordof mouth from trials and PRchannels, followed up with astrong TV campaign and onlineand print media support, thisculminated in a major successfor Just Dance.

NEW GAME BRAND


PR &MARKETING

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New Game Brand Award Partner

AWARD CRITERIA: Commercial success • Long-term brand potentialInnovation and creativity • Marketing support and impact

ELECTRONIC ARTSStore staff education andcommunication are key to EA’sretail partnerships. EA reps visitevery GAME/Gamestation storeeach month, providing staff withup-to-date product information,while store staff conferences takeplace regularly, giving retailers thechance to see the latest andupcoming product and meet thegames’ producers. Pre-ordercampaigns are also rolled out tothe trade, with promotions over thepast year resulting in the doublingof pre-orders on certain titles. Thelaunch of EA Sports Active lastyear saw new interactive POSintroduced to stores, while EAteamed up with EMI to create‘Beatlemania’ in retail sites. Whilstsponsoring Gamerbase stores lastyear, giving consumers the chanceto trial EA titles for free, EA has notforgotten the independents andcontinues to tailor pre-order andvalue promotions for this sector.

SEGAThe channel marketing team atSega has supported retailers withinitiatives that have built upon in-store and online activity, whilstremaining within budget andproduced in good time. To offereven better value, Sega boughtinto many ATL opportunities suchas TV, online and press tagging. Afirst last year for Sega was tounite with HMV to bring Mario &Sonic at the Olympic WinterGames successfully to Hyde Parkfor a Winter Wonderland event,where it attracted an estimatedtwo million visitors. Special pre-order initiatives were successfulfor the publisher and its retailerslast year. These included: FootballManager 2010 personalisedsleeve with Play.com, brandedjournal with GAME and an FM10thermal flask for HMV; a speciallycreated Manga DVD, replicaornamental gun and SpecialEdition Bayonetta packs.

MICROSOFTWorking closely with its partnersand delivering first classcampaign execution means thatMicrosoft games productscontinue to stand out at retail.And last year the format holderupped the ante with what itdescribes as ‘incredible’ in-storepresence for the console thatdelivered industry-leading attacharound the Xbox ecosystem. Inaddition, the firm rolled outstandout POS for Halo 3: ODSTand Forza 3. Impressively,Microsoft launched 11 differentretail-led TV executions, way andabove other activity from otherplatforms.


Supporting the tradewith marketing is morevital than ever, withcommunication,creativity and efficiencyall key aspects for theteams involved...

Previous WinnersThis award returns for 2010.Previous winners include:2005: Nintendo2006: Microsoft2007: Ubisoft2008: Electronic Arts

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NINTENDOTrade marketing at Nintendo is akey focus for the business –nearly everybody in the companycontributes to making it asimpactful and effective aspossible. General manager DavidYarnton always has strong ideas,the sales team works hard toplan and deliver thoroughcampaigns and the marketingteam always looks to see how itcan help produce top notch in-store plans. The sales team issupported by Nintendo’s agencyReach, which contributes to trademarketing by communicating withstore managers about launches,distributing POS and interactingwith consumers at the point ofpurchase. During peak season,Nintendo brought on an extra 30trained gaming enthusiasts, calledthe ‘Gold Team’. Over 2,700 storesreceived live game sampling andmore than 204,000 customersenjoyed hands-on experiences.

SONYSCE has always placed muchemphasis on retail and, with 2009a big year for both PS3 and PSP,this stepped up apace, with Sonyproviding significant support to itsretailers direct and via distributionpartner Centresoft. A major aspectthis year was the true translationof campaign assets into retail,creating theatre around keyreleases such as Uncharted 2,Heavy Rain and EyePet, withsampling in-store, providingmonthly showreels with the latestfirst and third-party content,educating consumers about PS3and PSP functionality, whilst alsoproviding kits to dress PlayStationareas dependent of game launch.The national PlayStation Housetour linked up with retailers GAMEand Play.com, driving footfall in-store and online, helping itspartners increase their salesthroughout the importantChristmas period and beyond.

ACTIVISIONThe UK trade marketing teamdrove major retail events during2009 across all Activision releases.It supported DJ Hero with amajor retail-led pre-awarenesscampaign, with related offers forconsumers, from 50 Cent/Mary JBlige to exclusive 12-inch recordpicture discs. DJ Hero was alsobrought to life at retail conferencesand went on tour in December,along with other titles, wowingaudiences in some of the UK’slargest shopping centres. Titlessuch as Prototype became amajor summer success, thanks toprogrammes put in place at retailby the trade marketing team togenerate excitement and presenceat store level. Call of Duty ModernWarfare 2 was one of the largestand longest trade marketingcampaigns undertaken by theteam. The scale and complexityof bringing it all together was abig effort – but certainly paid off.

TRADE MARKETING TEAM


PR &MARKETING

UBISOFTLast year’s release schedulebeing heavily focused aroundChristmas ensured a major task tomaximise share of voice on shelfand in the minds of consumersfor Ubisoft’s portfolio of titles.Planning began in February andkicked off at E3. Ubi ensured thatwhile consumers searched onlinefor major gaming news, its titleswere present to convert into earlypre-orders. In fact, last year sawa historic shift: where traditionallytitles deliver huge numbers in themonth before launch, Ubisoftmanaged to drive consumers topre-order titles much earlier. Trademarketing also incorporated otherareas of marketing into its plans,increasing the efficiency of abovethe line activity. Activities includedthe Just Dance shopping malltour, free Rabbid downloadsavailable via retailers and earlyhands-on opportunities withAssassinʼs Creed in local stores.

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AWARD CRITERIA: Effective communication of product or brand messagesCreativity • Influence on sales performance • Efficiency and customer service

SONY/JOHN DOEOver the last year, the SCE UKPR team and John Doe havebeen responsible for some of thebiggest hardware and softwarelaunches in the market, securingan unprecedented amount ofpress coverage, across a broadspectrum of media. Successfullylaunching the new PS3 Slim andPSP go, the team also helpedestablish new IPs, such asInFamous, EyePet and HeavyRain, whilst continuing to buildupon the success of establishedfranchises such as SingStar,Uncharted 2 and God of War.The team’s innovative and wellexecuted campaigns haveconsistently cut through,attracting new and existingconsumers to engage with thePlayStation platform.

ELECTRONIC ARTS/SHINE,MISCHIEF, BRANDOEA and EA SPORTS’ ongoingand deep, strategic relationshipswith all publishing houses hasresulted in year-round stand outcoverage in core media. Theteam’s timely supply of code,assets and spokespeople haspaid dividends, with high qualityeditorial achieved throughout theyear. EA teams are reaching farbeyond traditional media outletstoo – engaging new media withcommunity, fan site and bloggerswith initiatives and events. Coversgained for all major EA franchisesin 2009 included almost 35covers on EA Games titles alone,plus a record-breaking five forFIFA 10, including the worldexclusive announcement coverwith Edge. The EA SPORTSteam successfully took them intonew territory by targeting womenand mummy bloggers for EASPORTS Active.

SEGA/LUNCH, MISCHIEFSega’s PR team has prided itselfon originality over the past year,citing Aliens vs Predator as a keyexample. The firm introduced split-run covers on PSM3 magazine tohighlight different characterdifferences, plus special flippedcovers on Play gave the launch ofthe game ‘event’ status. A boxededition of PC Zone tied in with thereview and there was a two-monthcampaign on IGN. Two themedevents featured cameos fromAlien, Predator and Marinecosplayers, multiplayer gaming,films in the background andinterviews with Rebellion, plusthere was a laser tag event atBunker 51 and a themedbasement event at High RoadHouse, Chiswick. Other highlightsincluded 20 press covers, strongreviews for Bayonetta, includingthree 10/10 scores and 18 9/10scores, and Football Manageractivity with Harry Redknapp.


2009 saw an array oforiginal and inventivecampaigns from PRteams across thegames industry...

Previous Winners2003: Sony/Jackie Cooper2004: Microsoft/Red2005: Microsoft/Red2006: Nintendo2007: Nintendo2008: Nintendo2009: Nintendo

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MICROSOFT/JCPRMicrosoft’s PR team had anothersolid year, notching upoutstanding work on gamecampaigns, covering off XboxLive activity and the Sky TVlaunch. The team also instigatedfantastic influencer and productplacement work (dominatingplacement on the nation’sfavourite soaps) around Xbox360, the publisher’s gamecampaigns and Microsoft PCperipherals.

NINTENDO/REDNintendo’s ongoing PR in the UKconsistently sends an importantpositive message to the UKmedia, Government and familiesthat gaming is something to beplayed and enjoyed by everyone.Highlights from 2009 include theChange4Life partnership, whereNintendo remains the only videogames company to link up withthe UK Government and seek tochange the negative stereotypesthat still dog our industry.Launching Wii Sports Resort in‘tropical locations’ across the UKsaw six cities join the Wii SportsResort party, which included takingover Birmingham’s Urban Beach.The arrival of Nintendo DSi waswarmly welcomed by the media,while November brought the blackWii and New Super Mario BrosWii, where Nintendo brought the‘voice of Mario’ Charles Martinetto the UK for 22 interviewsacross TV, radio, print and online.

ACTIVISION/BHPRActivision and its agency, the 22-year-old BHPR, knows how tomake noise and get the right kindof attention and coverage for itsclients, whether it’s enlisting PixieLott and The Saturdays with therespective launches of GuitarHero 5 and Band Hero, orsecuring a week-long residencyfor DJ Hero at Radio 1.

PR TEAM


PR &MARKETING

UBISOFT2009 marked a stellar year forUbisoft’s PR team, culminating inthe launches of Assassinʼs CreedII and dance blockbuster JustDance, both of which achievedubiquitous presence across themedia in the lead up to Christmas.Much of the activity was rooted ina desire to push properties beyondthe traditional gaming space andtake them into the arena ofbroader entertainment brands.This included a film premiere forAssassinʼs Creed Lineage, thecreation of a party bus stunt forJust Dance and a shopping trolleybeing driven around London topromote Rabbids Go Home. Theteam is supported by agenciesLunch and Cohn & Wolfe, whichworked on specific projects.Press events played a big part inUbisoft’s PR strategy in 2009,ranging from a themedmultiplayer tournament to acelebrity studded launch party.

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AWARD CRITERIA: Originality and imagination in the execution of campaigns • Effective use ofexisting materials and creation of new materials • Responsiveness and relations with the media

FORZA MOTORSPORT 3(MICROSOFT)‘Where Dreams Are Driven’ wasthe tagline of Microsoft’s creativefor Forza 3, with the campaignrunning across print, online andTV. It appealed to car fans’aspirations, showcasing beautifulcars in beautiful locations, whilstdisplaying the inviting, accessibleelements of the game by havingall of the driver’s doors open,encouraging consumers to stepinto one of these dream cars.The creative was backed up withstrong in-store presence for thegame, with stand-out in-storePOS and messaging, culminatingin an interactive ‘Road To Forza’that leveraged social media todrive awareness of the launch event.

UNCHARTED 2: AMONGTHIEVES (SONY)Using Nathan Drake as the focalpoint of the campaign – wrappedup in the PlayStation Game Is JustThe Start brand creative, this wasa cohesive campaign from theteam at SCE UK. Creativity wasused in the media buying,choosing specific spots aroundkey 16-34 viewing so that Sonymaximised reach and frequency.A prelaunch teaser TV ad endedon an Uncharted cliffhangermoment, inviting viewers to adedicated site. At launch a 14-week media partnership with Skysponsoring the Sky 1 Action movieof the week and the DiscoveryChannel invited consumers toenter a competition to win themoney-can’t-buy experience ofliving like Nathan Drake. This wassupported with advertorials in TheSun, plus 30 second TV slots.And post-launch, SCE ran anotherburst of TV from Christmas Day.

WII SPORTS RESORT(NINTENDO)Nintendo went tropical for thelaunch of Wii Sports Resort, fromtropical island launch events withkey retailers, to a huge touringisland and cover-wraps ofnational newspapers. A three-month TV campaign reached abroad audience, targeting 16 to44-year-olds. The TV creativefocussed on showing off theabilities of MotionPlus. Varioussporting professionals werebrought on board to demonstratethe precision the add-on bringsto Wii Sports Resort and laterads will see these starscompeting to show howenjoyable the multiplayer modewill be. Online takeovers took inall major gaming sites, includingMSN, delivering more than 4.3million impressions across thetwo weeks of launch.


The best gamecampaigns pullcreativity andcommunicationtogether effectively –but only one can win...

Previous Winners2005: PlayStation 22006: Nintendo DS2007: Gears of War2008: Halo 32009: Wii Fit

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MODERN WARFARE 2(ACTIVISION)The results speak forthemselves, as Modern Warfare2 sold three million units in itsfirst eight weeks, and was boughtby an incredible five per cent ofBritish households in its firstweek alone. The campaign itselfcovered all bases – anticipation,quality, rumours, controversy andultimately achieved the biggestentertainment launch of all time.The launch programmeculminated in the first everLeicester Square premiere for avideo game, attended by theBlack Eyed Peas, Goldie, JessieMetcalfe and Dizzee Rascal. TheUK team achieved the highestglobal attach rates for MW2 onboth Xbox 360 and PS3platforms and even managed todeliver £250,000 to the WarChild charity.

ASSASSIN’S CREED II(UBISOFT)A killer announcement strategymarked the start of Ubisoft’scampaign for ACII. The firmidentified a ‘transmitter’ audienceand targeted these earlyadopters via PR and onlineteasers. Specialist andmainstream media followed,generating five covers in thegaming press. ACII was thenofficially unveiled at Sony’s pressconference during E3 andUbisoft supported the presscoverage with heavyweightadvertising spots on TV (duringThe Gadget Show and The DaVinci Code) and online (The Sunand Gamespot). As the releasedate approached, Ubi stepped upthe promotions, securingexclusive reviews in OPM andOXM, whilst rolling out its biggestTV campaign to date.

THE SIMS 3 (EA)EA encouraged an earlyawareness campaign for TheSims 3 via PR and communitydays, giving hands-onexperience to Sims fans anddelivering one of EA’s highestever pre-order numbers. A digitalmedia and TV teaser campaignthen reached some 4.3 million 16to 24-year-olds, whilst partneringwith Play.com saw EA roll out thefirst UK airing of The Sims TVcommercial. The heavyweight TVcampaign reached 9.3 million 16to 24-year-olds, with EAsupporting this strategy with highvisibility online takeovers acrossgaming and mainstream media,outdoor posters, radio promotionon XFM and Galaxy Networks, acountdown clock on Metro andPR activity with Pixie Lott. And theresults speak for themselves: thegame beat expectations by 20 percent and exceeded The Sims 2sell-through by over 20,000 units.

GAME CAMPAIGN


PR &MARKETING

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AWARD CRITERIA: Effective communication of product or brand messages • Creativity andexecution • Influence on sales performance • Impact versus budget available • Media strategy

MICROSOFTMicrosoft raised the bar with itsmarketing creatives in 2009, withkey spotlights on ForzaMotorsport 3 and Halo: ODST.The Forza campaign ran acrossprint, online and TV, playing tothe aspirational, emotionalfeelings petrol heads get byshowcasing beautiful cars inbeautiful locations. Meanwhile,the haunting Halo 3: ODST TVad featured ground-breaking liveaction/CG footage and premieredon UK TV by occupying an entiread break during True Blood.Finally, Microsoft’s brandadvertising campaign for Xbox360 depicted game, movie andmusic experiences in a credibleand social way and featuredvoice-overs from the likes of JoWhiley and Simon Pegg.Microsoft was the number oneadvertiser during X Factorthroughout December.

NINTENDOAs the market has matured,Nintendo has placed moreemphasis on disruptive,breakthrough marketing as theformat holder continued itsmission to bring in new users togaming, irrespective of age orgender. This began at the start ofthe year with new mums beingtargeted via the Wii Fit adsfeaturing Louise Redknapp. WiiSports Resort saw Nintendo takeon a tropical theme, whichcontinued during the summer. Andthe over-45s were next on thecompany’s agenda, with ProfessorLayton and Brain Training beingpromoted on uncharted ground forthe games market – the likes ofReaders Digest, Classic FM andduring Countdown and ThisMorning. To finish off the year,Nintendo turned to Ant and Decin a series of TV ads, whichweaved real consumers into thecommunication.

ACTIVISIONAs if notching up record-breakingsales with Modern Warfare 2wasn’t enough, Activision’s UKmarketing team went intooverdrive in 2009, picking up fiveGolden Joystick Awards andthree BAFTAs along the way. Itlaunched the biggestentertainment event of all time,achieved the highest grossingnew IP of 2009 (DJ Hero),worked with Doritos to deliver a£1 million media co-campaignwith Guitar Hero and delivered amarketing campaign that gave£250,000 to the War Childcharity to help change the livesof children globally who areaffected by war.


Putting the spotlighton the marketingteam, effectivecommunication,creativity andcampaign impact ratehighly here...

Previous Winners2003: Electronic Arts2004: Electronic Arts2005: Activision2006: Nintendo2007: Nintendo2008: Nintendo2009: Nintendo

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UBISOFTUbisoft rolled out effectivemarketing campaigns that clearlydelivered results. With Call ofJuarez 2, the team knew it had adecent game during a quiet timeof the year, so increased itsinvestment to include TV supportand a strong ‘gold rush’ consumerpromotion – as a result, the gamebecame a surprise summer hit.With Assassinʼs Creed II, thechallenge was to ensure the firmhit the mainstream andmaximised sales. A strongcampaign kicked off in May, sixmonths ahead of release andbuilt on the back of impressivereviews. And with Just Dance, themarketing of the title made a realdifference. Ubi invested heavily inpre-launch trial and awarenessand supported the title withstrong TV investment. And theefforts paid off, with the titlebecoming the publisher’s mostsuccessful Wii game to date.

SONYIn the past year the team havemet many different challengeswith great success throughinnovation, intuition and sheerhard work. Highlights haveincluded launching the new PS3with ‘The Game is Just the Start’campaign across every channelfrom TV to shopping centres;getting across the unique offeringof Heavy Rain; broadening theappeal of the brand throughEyePet and a five monthblockbuster campaign forUncharted 2.

SEGAHeaded up by new UK marketingdirector Amanda Farr, Segaworked creatively during 2009 tomaximise sales. Smart bookingsaw Sega grab the last spotduring the X Factor final, whichwas seen by over 15m people,and it had the first spot on BigBrotherʼs launch night. Elsewhere,Sega took three-minute take-overspots during Aliens on E4 andPredator on Channel 4 during theweek of release of AvP. Marioand Sonic at the Olympic Gameswas the main sponsor ofToonattik, the biggest kids’weekend programming, for threemonths, with bumpers running 20times per weekend. Sonic & SegaAll Stars Racing sponsoredCartoon Network during half term,while the firm has signed a three-year sponsorship deal of theSonic Spinball Ride and a themedroom in the Alton Towers Hotel atthe UK’s biggest theme park.

ELECTRONIC ARTS2009 saw EA’s UK marketingteam engineer hits and ensuremust-have buzz status amongstthe key influencing core gamersfor titles such as Mass Effect 2,Dragon Age, Left For Dead 2,Danteʼs Inferno and BattlefieldBad Company. The companygrew its share on Nintendoplatforms to become the numberone first party publisher, thanksto titles such as EA SportsActive, Grand Slam Tennis, TigerWoods 2010, Hasbro FamilyGame Night, Harry Potter,MySims and Flips. And it droveits blockbusters, such as FIFA10, The Sims, NFS Shift, MassEffect 2, Bad Company and TheBeatles Rock Band, to stand-outentertainment status.

MARKETING TEAM


PR &MARKETING

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AWARD CRITERIA: Effective communication of product or brand messages •Creativity • Influence on sales performance • Impact versus budget and resource level

UK Development Team

Distribution Team

Sales Triumph

Sales Team

Games Publisher

FINALISTS

PEOPLE &INDUSTRY


ROCKSTAR LEEDSRockstar’s handheld studiocontinues to impress, havingturned out GTA: Chinatown Warsand Beaterator for a variety offormats over the last 12 months.What’s most striking is how theformer title has managed to takeadvantage of a diverse array ofhost hardware, from theinnovative DS original, through tothe PSP remake and high-grossing iPhone release from thestart of the year. It was goodcompensation for a year withouta ‘real’ GTA release on consoles.

ROCKSTEADY STUDIOSLondon-based Rocksteady was arelatively unknown studio a fewyears ago – its only credit wasUrban Chaos: Riot Responsefrom 2006. Until Batman: ArkhamAsylum landed in August 2009,that is. The game, praised forboth its faithfulness to the comicbook icon and raft of innovativefeatures, catapulted Rocksteadyinto the premier league of gamesdevelopment. It’s sold over twomillion units since and the studio,originally founded in 2004, hassince been acquired by WarnerBros and is now hard at work ona sequel.

SLIGHTLY MAD STUDIOSSigning your first game to EA ispraise enough. But beingentrusted with the job ofreinventing a franchise like NeedFor Speed is unheard of in suchcircumstances. But that’s whathappened at Slightly MadStudios, formed early last yearfrom the closure of Blimey!Games. Need for Speed: Shifttook the game into simulationterritory, and helped revitalise the brand in the competitiveracing genre.


All UK-based teams orstudios were eligible forthis award, regardlessof internationalownership. Innovationand acclaim wereamong factorsconsidered whenpicking the best...

Previous Winners2003: Rockstar North2004: Sony London Studios2005: Rockstar North2006: Bizarre Creations2007: Traveller’s Tales2008: Codemasters2009: Rockstar North

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FREESTYLE GAMESThe studio behind DJ Hero, thelargest grossing new IP of 2009,Freestyle Games is based inLeamington Spa and London andgained critical acclaim for itsentry into the music gaminggenre. Both the peripheral andmusic remixes have breathedfresh air into the market anddemonstrated how to be übercool whilst they did it.

CODEMASTERS STUDIOSThe team at Codemasters furtherextended a successfully rebootedseries with DiRT 2, which hasenjoyed strong sales in Europe,but now the US as well. Thestudio also enjoyed strongsuccess with the reworking ofOperation Flashpoint. It was achallenging project to reinvent anine-year-old title for acontemporary consolegeneration, but Codemasters didso with great success, it beingthe number two selling title inOctober 2009 after FIFA 10.

SPORTS INTERACTIVEIt was another great year for theSports Interactive team, withFootball Manager 2010 – thesixth iteration of the series –going to number one in its firstweek of release, knocking FIFA10 off the top spot and beatingWii Fit Plus, Tekken 6 and GTA:Episodes from Liberty City.Review scores were high too,with the game notching up 93per cent from IGN and 90 percent with the likes of theTelegraph, Total Video Games,Videogamer, PC Gamer,Eurogamer and Total PCGaming. Continued innovationhas been key to FMʼs success,with the latest version featuringimproved match engine, matchanalysis, new user interface,tactical overhaul, news centreand new data editor. Meanwhile,studio founders Oliver and PaulCollyer have received MBEs.

UK DEVELOPMENT TEAM


PEOPLE &INDUSTRY

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AWARD CRITERIA: Consistency of product qualitySales performance • Critical acclaim • Innovation

GEMOver the past 25 years Gem hasbuilt a reputation for excellencein the leisure and IT supplychain, supplying a diverseproduct and category range toUK retail on behalf of manyleading brands andmanufacturers. Gem strives tocreate new opportunities inexisting and emerging sectors ofthe market, with unrivalledcustomer support. During atough year for the industry, Gemhas managed to grow itsbusiness significantly to over£265m in sales (from £225m theprevious financial year). Gemalso saved one of its competitors,Trilogy, from collapse last year,investing significantly to provideincreased support to vendors and customers.

KOCHPassionately evolving its servicesfor customers and suppliersalike, Koch continues todominate the sector betweenwholesale distributor and over-burdened (with own IP)publishers. Aggressivelyspearheading Nintendo’s newbusiness push, the distributorhas an impressively widecustomer base, with the likes ofMarks and Spencer now buyingNintendo through it. Additionally,with sales representatives in bothSweden and Holland, KochMedia can now exploit the Nordicand Benelux territories as anextension of the UK salesactivities, giving the trade a lowcost of entry to these regions.

CENTRESOFTAs one of the biggest distributorsin the industry, Centresoft hastime and again proved itself to beworthy of a market leader,boasting distribution partnershipswith the most prominent gamespublishers – including ActivisionBlizzard, Electronic Arts, Sony,Sega, Capcom and more. Assuch, it has had to handle someof the biggest launches ever tohit the UK, such as Call Of Duty:Modern Warfare 2, Mario &Sonic, Resident Evil 5 andUncharted 2. Centresoft has alsobeen expanding its partnershipsover the last year, signingeveryone from smaller publisherssuch as Majesco and NordicGames to international retailgiants such as Best Buy’sEuropean arm.


Many of the industry’sunsung heroes belongto the distributionsector. Here we lookat speed of serviceand order fulfillmentso that we can singtheir praises...

Previous Winners2004: Gem2005: Centresoft2006: Centresoft2007: Koch Media2008: Centresoft2009: Centresoft

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CREATIVEEmerging from a highlysuccessful year of trading,Creative Distribution went fromstrength to strength in 2009 andis set to achieve even greaterfeats before this year is out. Thecompany reported a recordturnover of £38 million in its lastfiscal year – more than doublethe amount recorded in theprevious year. And far fromresting on its laurels, Creativehas now set its sights evenhigher, aiming to surpass aturnover of £50 million. Thedistributor expanded itsEuropean presence last yearwith a number of agreements todeliver product to non-traditionalretailers on the Continent, as wellas in the UK. It also plans tolaunch departments that willwholesale with entirely differentindustries.

ADVANTAGEEstablished back in 2003,Advantage continues to supplysolutions that address thechanging distribution needs ofboth retailers and publishers.The company has strengthenedits operations in recent years asan independent sales anddistribution firm, with its owndedicated management structureand sales force. Advantagemaintains great workingrelationships with its partners atnotable publishers such asNamco Bandai Partners, THQand 505 Games, helping themlaunch such popular titles asGhostbusters, Star Trek Online,Tekken 6, Darksiders, UFCUndisputed 2009 and CookingMama 3. The company has alsocontinued to expand its clientdatabase, signing a variety ofnew publishers such as IcebergInteractive.

DISTRIBUTION TEAM


PEOPLE &INDUSTRY

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AWARD CRITERIA: Speed of service • Order fulfillment • Customer serviceProduct condition • Commitment to an orderly market

WE SING (NORDICGAMES)New publisher Nordic Gamesshowed true promise with itskaraoke IP last November. WeSing debuted in seventh place inthe full-price Wii charts and wassecond only to SingStar TakeThat in the karaoke genre. Thegame sold through its entireinitial shipment within weeks, andNordic was quick to muster asecond shipment – which alsosold out. The publisher has beenworking hard to satisfy demandever since. Nordic Games isalready working on a follow-up toWe Sing, with plans to establishit as a key franchise in thekaraoke gaming market.

STREET FIGHTER IV(CAPCOM)The triumphant return ofCapcom’s long-running beat ‘emup series grabbed the headlineslast February, with Street FighterIV selling 2.5 million copiesworldwide within a month of itsrelease.The game became thebiggest selling No1 of 2009 atthe time of its launch, and holdsthe honour of being the best-selling ‘traditional’ fighting gamesince the UK charts began backin 1997. It managed to hold on toa Top 10 position in the ELSPAGfk Chart-Track All Formatschart for three weeks. Theupcoming expanded versionSuper Street Fighter IV isexpected to top theseaccomplishments.

UFC 2009 (THQ)Further bolstering THQ’s fightingportfolio, UFC 2009 Undisputedmarked a strong debut for whatis shaping up to be just assuccessful a franchise as itsWWE-licensed brother. Thegame took No1 when it wasreleased in May last year andheld onto its throne for twoconsecutive weeks. Even after itwas toppled from the coveted topspot, it survived several moreweeks in the Top 10. THQannounced last month that morethan 3.5 million copies of thegame have been shippedworldwide and interest isramping up for its 2010 sequel,due this May.


There’s a clue in thename. This award willgo to a video gamethat has surpassedexpectation when itcomes to sales...

Previous Winners2007: World of Warcraft

(Blizzard)2008: Cooking Mama

(505 Games)2009: Fallout 3 (Bethesda)

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CLUB PENGUIN: ELITEPENGUIN FORCE(DISNEY)Disney’s companion title to thepopular online kids’ games site,Club Penguin, has been amainstay in the DS charts sincelaunch, and has racked up globalsales of 1.5 million units. Thegame debuted at No 2 in the DScharts back in March, beginningan impressive ten-week stint inthe Top 10 – with a further five-week stretch through Novemberand December after the gamewas re-released for Christmas.Club Penguin also fared well inthe All Formats charts, launchingin sixteenth place and holdingonto a Top 40 position for afurther six weeks.

LEGO BATMAN (WBIE)LEGO Batman: The Videogame,published by Warner BrosInteractive Entertainment anddeveloped by TT Games, theaward-winning team behind theLEGO Star Wars series ofgames, is a genuine salestriumph, selling over one millioncopies in the UK. Despitelaunching in late 2008, a majorityof the game’s UK sales were inthe last 12 months – proving theLEGO brand’s power and theevergreen potential of the LEGOBatman itself.

ASHES CRICKET 2009(CODEMASTERS)Ashes Cricket 2009 wasCodemasters’ first All FormatsNo 1 hit for four years and thefirst time a UK publisher hadreached the top of the chartssince Eidos in 2007. According toChartTrack, the game was “farand away the biggest launch fora cricket title ever”. Hittingshelves in the heat of last year’sAshes competition,Codemasters’ companion titlesparked a massive surge ofinterest in digital cricket. AshesCricket 2009ʼs successful debutsaw it sit for two weeks at No 1in the ELSPA Gfk All Formatscharts, racking up a further fourweeks in the Top 10.

JUST DANCE (UBISOFT)Just Dance has enjoyed aphenomenal sales success.Initial hopes were strong but theactual results from launch to theend of March will be five timeshigher than the expected185,000 units planned. Thegame entered the chart atnumber 100 with 3,000 units soldin the first weekend. Over thenext two weeks sales grew over1,400 per cent to over 63,000units as the marketing campaignreally kicked in. Sales havecontinued to grow, with customerdemand exceeding allexpectations, enabling JustDance to become the first title toknock Call of Duty ModernWarfare 2 off the top of thecharts, despite appearing on justone format. Sell-through is nowin excess of 500,000 units,making Just Dance Ubisoft’smost successful Wii game ever,just nine weeks after launch.

SALES TRIUMPH


PEOPLE &INDUSTRY

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AWARD CRITERIA: Sales performance • Product expectations • Over-achievement

ELECTRONIC ARTSGrabbing back the number onevalue and volume publisherlisting last year speaks for itself.And yes, having the brands thatEA boasts does help. But thesales team clearly doesn’t sit onits laurels, despite boastingseven different All Formatsnumber one titles in 2009 – morethan any other publisher. Forexample, EA has committed toearly and regular productshowcasing for retailers, at threebespoke events. It has workedclosely with the trade to tackledifficult market challenges,helping out with inventory supplyand channel control. And theteam has created a promotionaland bundle strategy designed tomaximise in-store and onlineexecution.

UBISOFTUbisoft’s sales team has adiverse catalogue of titles to workwith, which needs strong productknowledge and creativity acrossboth Ubisoft’s core and casualgames. The team has maximisedthis expertise in all productareas, which has culminated in astrong share across everyplatform from number three tonumber one independentpublisher on every individualplatform. While the Ubisoft salesteam exploits every opportunityacross its catalogue, it has alsodelivered some individual hugesellers, such as AssassinʼsCreed (over one million units)and Just Dance (in excess of500,000 units). The Ubi salesteam is also helped by theInfinite field team of nine people.

SONYThis year SCE UK’s sales teamhas been focussed on workingcloser with retail partners in a verychallenging environment. It hasworked hard to understand crucialtouch points for them and aimedto collaborate in a flexible way tomake sure retailers have achievedtheir objectives. The team has alsoaligned its behaviour to understandhow key stakeholders within itsretail partners’ businesses interactand clearly aligned retail activitiesto enhance Sony’s strongmarketing and PR communicationmessages. The above, coupledwith a more robust approach tothe bread and butter of availabilitymanagement, forecasting andstock management, has led toPlayStation as a categoryoutperforming the market overthe last 12 months, as well asindividual IP launch successessuch as Infamous, Uncharted 2,EyePet and Heavy Rain.


Sales teams are vitallyimportant. But only ifthey successfully getgames into retail,show great customercare and know theirproducts...

Previous Winners2003: Microsoft/Gem2004: Sony/Centresoft2005: Activision2006: THQ2007: THQ2008: Ubisoft2009: Sega

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ACTIVISIONThe Activision sales team tookretail partnerships to a new levelin 2009, using categorymanagement and a wide rangeof shopper and consumerinsights to tailor programmes forspecific audiences. The salesteam’s efforts were instrumentalin mirroring the publisher’s mediaprogrammes and drivingbreakthrough successes thatincluded helping Modern Warfare2 to become the biggestentertainment launch event of alltime, helping Guitar Hero 5combat Beatlemania, propellingPrototype to become the fourthbest selling new IP of 2009(volume) and making DJ Hero thehighest grossing new IP of 2009.

MICROSOFTIt was another good year forMicrosoft’s games team, but –with Nintendo’s strength in thefamily sector and Sony’s rise inthe hardcore market – it hasn’tbeen an easy ride. AndMicrosoft’s sales team has beenkey to the format holder andpublisher’s success over the pastyear. In particular, the teamdelivered impressive resultsaround Halo 3: ODST, Forza 3and, of course, Xbox 360hardware.

NINTENDOImproved levels of stockavailability, consistent dialogueand trade marketing support fordistribution, coupled with moreresponsive and effective tradeinitiatives for retail, sawNintendo’s commitment forchange manifest itself throughout2009. And the firm sawexceptional sell-throughperformances during the year,including 2.5m DS, over 1.8mWii, over 1m Wii Fit Plus, overthree million Wii Sports Resort,over 800,000 New Super Mario Bros Wii, and over500,000 Professor Layton andPandoraʼs Box.

SEGAIt’s been another successful yearfor Sega as a multi-formatpublisher, with the companygenerating over £80m of retailgames spend in 2009 and beingranked as the fifth biggestpublisher of the year in the UK.Key successes for the companylast year were Mario and Sonicat the Olympic Games, Marioand Sonic at the Olympic WinterGames and Football Manager2010. Business planning hasbeen at the forefront of Sega’sretail drive and to this end thesales team has held regularpresentations meetings with itskey retail partners, whilst alsoholding a major retail conference.

SALES TEAM


PEOPLE &INDUSTRY

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AWARD CRITERIA: Product knowledge • Depth of advance informationTelesales customer care • Field sales reliability • Sales performance

ACTIVISIONActivision launched the biggestentertainment property of 2009,indeed of all time, with Call ofDuty Modern Warfare 2, whilstalso releasing the largestgrossing new IP of the year in DJHero and rolling out the fourthbest-selling (by volume) new IPof 2009 with Prototype. Not abad year, by any means. But,despite the arrival of the much-hyped Beatles Rock Band, thepublisher saw off the rival with itsGuitar Hero 5, also delivering acampaign that donated £250,000to the War Child charity.

SEGAIt was another successful yearfor Sega as it consolidated itsposition as a key UK publisher,ranking the fifth biggest gamesfirm in the business andgenerating some £80m of retailgames spend. During the year,Sega achieved enviable criticalacclaim, including three 10/10scores for Bayonetta, whilst FM2010 was the highest scoringFootball Manager title since2007. Meanwhile, the SegaSelect Scheme has been hailedas one of the most innovativeand rewarding retail initiatives inthe market, providing incentivisedvolume plans, marketing andcatalogue/campaign deals to itspartners.

ELECTRONIC ARTSThere’s no arguing with the factthat EA is the market leader, andlast year the firm gained marketshare in the boxed productsector, shipping 19 titles rated 80or better. In 2009 it reclaimed thenumber one publisher slot fromNintendo and became thenumber one third party publisheron Wii. It enjoyed its strongestcommercial launch to date withFIFA 10, delivering an 86 percent share of the footballcategory and boasted its bestcritical launch ever, with MassEffect 2 seeing sales up 100 percent on the original. Add in bestever sales of Sims 3, asuccessful launch of new IP inEA Sports Active – and more –and it’s smiles all round at EA.


Sales are importantwhen it comes toassessing gamespublishers, but so aretrade relations, productquality, customerservice and marketingagility...

Previous Winners2006: EA2007: Nintendo2008: Nintendo2009: Activision Blizzard

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Games Publisher Award Partner

UBISOFTLast year cemented Ubisoft’snumber three, third partypublisher position and saw thefirm enjoy continued sales in thecasual sector, whilst alsoboasting multi-platform sell-through of over one million unitsof Assassinʼs Creed II. Inaddition, titles such as JustDance and My Fitness Coachhave secured Ubisoft’s position inthe lucrative Wii sector.Meanwhile, 2009 also saw thefirst real evidence of Ubisoft’sambitions to be more than just a games publisher with thingslike the Assassinʼs Creed movieand book, Rabbids toys andiPhone apps.

SONYOver the last 12 months, SonyComputer Entertainment hascontinued to grow the market,with the introduction of the PS3Slim and PSP go, coupled withthe release of a broad range ofnew and established IPs, suchas InFamous, Uncharted 2,EyePet, SingStar Take That,Heavy Rain and God of War 3.Continually striving to innovatethrough its marketing, PR andsales campaigns, SCE UK hasenjoyed both commercialsuccess and critical acclaim forthe work it has undertaken.

MICROSOFTIt was another solid year forMicrosoft as a publisher, asidefrom its successes as a formatholder. The firm delivered one ofthe highest rated and biggestselling titles of the year in ForzaMotorsport 3, whilst it continuedthe epic Halo franchise with Halo3: ODST. Both titles achievedimpressive day one and on-goingsales to beat even internalexpectations.

NINTENDOThere’s no doubting Nintendo’simportance as a format holder –DS hardware has now sold over11 million units, making it thebiggest selling console of all timein the UK; Wii has sold over sixmillion units, cumulativelymeaning that over 60 per cent ofall hardware sold in the UK in2009 was on Nintendo formats.But the icing on the cake was thefact that Nintendo sold moresoftware than any other publisherlast year. Pushing the boundariesof innovation, commercialhighlights include Wii Fit Plusnotching up over a million saleslast year; Wii Sports Resortclaiming three million sales; NewSuper Mario Bros Wii over800,000 units; Professor Laytonand Pandoraʼs Box shifting over500,000 sales.

GAMES PUBLISHER


PEOPLE &INDUSTRY

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Games Publisher Award PartnerAWARD CRITERIA: Sales development • Product quality

Trade relations • Customer service • Marketing agility

DORIAN BLOCH(GfK Chart-Track)

PENNY HUMPHREY(Electronic Arts)

Previous Winners

2003: Microsoft2004: Electronic Arts2005: Nintendo2006: Sony2007: Nintendo2008: Nintendo2009: EA Sports


SPECIAL AWARDS

RALPH PITT-STANLEY(505 Games)

MIKE SHERLOCK(Square Enix)

ROY STACKHOUSE(Activision)

MATT CASTLE(Disney InteractiveStudios)

Previous Winners

2007: Margaret Pearson (Centresoft)2008: Paul Donnelly (Gem)2009: Andy Yates (Nintendo)

MCV RETAIL ADVISORY BOARD: SPECIAL RECOGNITION GRAND PRIXAWARDLast but not least is the GrandPrix. Nothing about this awardwill be revealed until on thenight of Thursday April 22nd.Our highest accolade, thisprize rewards any UK-basedbrand or company which hasenjoyed commercial andcritical success, whilst alsoshowing the highest level ofsupport at trade level.

Previous winners haveincluded Nintendo, ElectronicArts, Sony and Microsoft.The winner of the award isdecided exclusively by theteam at MCV – but no onehas yet complained aboutour final decision...

This is a special award voted for entirely by the MCV Retail Advisory Board, whorepresent the leading retailers in the UK. Finalists and winners are chosen basedon their attitude to retail, enthusiasm and performance...

Lisa Morgan Duncan Cross

Martyn Gibbs Don McCabe

Tim Ellis Keith Sharpe

Sarah Jasper Jon Biggs

Azeem Sadiq Graham Chambers

Peter Willis Igor Cipolletta

Anthony Stocker Stephen Staley

Joanna Hunt

Phil Moore

Gurdeep Hunjan

MCV RETAIL ADVISORYBOARD MEMBERS

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AWARD CRITERIA (RETAIL ADVISORY BOARD SPECIAL RECOGNITION): Sales performanceAttitude and efficiency • Innovation • Success within budgetary constraints • Long-term vision and problem-solving

Peter Moore, EA

For sponsorship information contact:Katy Grant on 01992 535647 or email [email protected]

For delegate booking information contact:Jodie Holdway on 01992 535647 or email [email protected]

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MCV Awards Finalists Supplement 2010

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