Codemasters, the video game company, has appointed Edge-GMC to handle its &£5m creative account. This includes the launch campaign its new PlayStation football game, LMA Manager 2001.
Edge-GMC won the account after a head-on pitch against Blue Total Advertising. Media for Codemasters is handled by Target Media, which was appointed without a pitch (MW September 7).
The new football game, which should be available by the end of the year, will eventually be released on the PlayStation 2 format.
It is officially endorsed by the League Managers Association of England (LMA) and allows players to manage English and Scottish Premier League and First, Second and Third Division clubs.
Codemasters UK marketing manager David Solari says the launch will be backed by a print and online campaign in the UK and international markets. The company is also considering TV ads.
Codemasters’ range of video games includes TOCA World Touring Cars, Colin McRae Rally, Prince Naseem Boxing and World Championship Snooker.
The company is also planning to develop an online gaming strategy and games for interactive television. It hopes to launch a number of WAP games and is in discussions with phone operators and Internet portals.