Marketers face axe at games publisher

SCi Entertainment Group’s marketing department faces an uncertain future after the Tomb Raider publisher announced it was slashing a quarter of its staff in a restructure.

The troubled computer gaming company’s central marketing team could be axed in favour of a number of smaller units operating in “studios” around the world as part of the bid to stay afloat.

The company says having “a centralised brand and product marketing team, often in a different country and time zone, is not the right formula for the creation of high quality games”.

Instead it says it is shifting its “key publishing responsibilities” including marketing into studio units built around its products, which include the Tomb Raider series of games.

These studios will be based in the UK, US, Denmark and Canada. Each will be responsible for the creation, marketing and sale of their games.

The company, which purchased gaming brand Eidos in 2005, has already axed 14 titles that is said would not prove profitable enough, and the latest Tomb Raider title has been delayed.

SCi will also create a new unit, called Eidos Play, to capitalise on the growing casual and mobile phone games market.

Chief executive Phil Rogers took over in January following the ousting of founder and chief executive Jane Cavanagh and her husband, Bill Ennis. Rogers says the firm needs an extra £55m to survive.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here