Codemasters calls review of 5m business

Codemasters, the video games publisher, is reviewing its media planning and buying account, believed to be worth up to £5m.

The account is held by MJ Media, which has had a long relationship with Codemasters. It is not known whether MJ Media is repitching.

Codemasters’ titles include Colin McRae Rally, various football titles, Brian Lara Cricket and TOCA Race Driver. However, it has expanded its portfolio beyond sports and had success with games such as Pop Idol, and more recently Dance Factory.

It launched Dance Factory in August and aimed the game at women. It is part of the dance-mat phenomenon, where players mimic steps displayed on screen and re-enact them on a dance mat. The Codemasters game allows players to load their own music onto consoles.

Codemasters, like most publishers and hardware manufacturers in the video games industry, has sought to broaden its appeal among a wider audience, and earlier this year announced the launch of Hospital Tycoon, to be rolled out in early 2007, aimed at female and casual gamers (MW August 24).

Last year Codemasters expanded its online and mobile operations as it sought to develop revenue streams. It has also developed its in-game advertising and signed up to the IGA Network.

Earlier this year, Codemasters embarked on a first for both the car and video games industries, when Honda showcased its eighth-generation Civic in TOCA Race Driver 3 prior to launch (MW February 6).