Ubisoft puts £2m behind new games

French computer games developer Ubisoft is spending more than £2m on its biggest marketing push of the year, to promote five forthcoming titles.

French computer games developer Ubisoft is spending more than &£2m on its biggest marketing push of the year, to promote five forthcoming titles.

Earlier this month, Ubisoft invested &£300m in new programmes, games designers and computer animation specialists, saying it expected the global digital entertainment market to double in size over the next seven years.

The campaign breaks at the start of next month. McCann Erickson is responsible for the advertising and MJ Media handles media planning and buying.

The campaign will support several new releases with heavyweight television campaigns, outdoor and press activity, cinema ads and online work.

Much of the activity will surround the April 1 launch of Tom Clancy’s Splinter Cell: Chaos Theory – a follow up to Tom Clancy’s Splinter Cell – and Brothers in Arms, to be released on March 18.

Ubisoft, which has been linked with a bid for Eidos in the past, became the subject of takeover speculation itself recently after the world’s biggest games publisher, Electronic Arts, bought a 20 per cent stake in the company.

The French developer says it wants to remain independent but the speculation has delayed its search for a new UK marketing director following John Parkes’ promotion to marketing chief for Europe, the Middle East and Africa (MW October 14, 2004).

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