Video Game Basics


                    January 2006
Who are we?
 International Strategic Marketing
   – Under the responsibility of Cyril Vermeil
   – Includes 4 groups:
   ...
Video Game Basics – Agenda
 Video Game History
   The Pioneers / Modern Times / Milestones / Present Times

 Current Gen...
Presentation Rules

 If there’s something you don’t understand, ask us

 If you are too shy to ask, ask anyway

 If you...
Video Games History


                      January 2006
Video Games History – The Pioneers

          1971    Nutting releases the first arcade video game – Computer Space

    ...
Video Games History – Recent Times
  32/64 bits




               1995    Sony launches the PlayStation, Sega launches t...
Video Game History – Milestones

1978    Taito creates Space Invaders
1980    Namco launches Pac-Man – the first video-g...
Video Games History – Present Times

 2003    April: Square and Enix merge, creating Japan’s RPG powerhouse

 2004    Ap...
Current Generation Consoles


                              January 2006
Sony’s PlayStation 2 (PS2)
 The leading machine of the market
   – Launched in Japan on March 4, ’00
   – Launched in the...
Microsoft’s Xbox
 The outsider turned second-best
   – Launched in the US on November 15 ’01
   – Launched in Japan on Fe...
Nintendo’s GameCube (GC)
 The struggling legacy
   – Launched in Japan on November 14, ’01
   – Launched in the US on Nov...
Nintendo’s GameBoy Advance (GBA)
 Uncontested … so far
   – Launched in Japan on March 23, ’01
   – Launched in the US on...
Nintendo’s DS
 The new kid in town
   – Launched in the US on November 21 ’04
   – Launched in Japan on December 2, ’04
 ...
Sony’s PlayStation Portable (PSP)
 The other new kid in town
   – Launched in Japan on December 12, ’04
   – Launched in ...
Going Next-Gen


                 January 2006
Microsoft’s Xbox 360 (X360)
 The first Next-Gen Console
   – Launched in the US on November 22 ’05
   – Launched in Europ...
Sony’s PlayStation 3 (PS3)
 The favorite
   – Expected launch in Fall 2006
   – Should be expensive ($400+?)


 Assets
 ...
Nintendo’s Revolution
 The family-friendly underdog
   – Expected launch in Fall 2006


 Assets
   –   Nintendo brand re...
The Video Game Market


                        January 2006
Video Games – A Cyclic Market




                       Sources: ELSPA / ScreenDigest




                               ...
The Software Market

   Japan
$3.0bn (15%)    UK
                                            Europe
                     F...
The Software Market

       Home Console Software Market Share in Value
                                     GC           ...
The Main Players


                   January 2006
The Video Game Industry

           From concept … to game … to product                                      Consumers

  ...
The Main Players



           Microsoft            Eidos
                                        Ubisoft
                ...
Electronic Arts
 The leader of the market

 Assets
   o First development resources in the world
   o Dominates the Spor...
Take 2
 The publisher on the edge

 Assets
   o Hit gold with the Grand Theft Auto franchise
   o Very tight-lipped arou...
Activision
 The house that Tony Hawk built (or close enough)

 Assets
   o Dominates the Extreme Sports segment (Tony Ha...
THQ
 Wrestling the competition to the ground

 Assets
   o Dominates the wrestling segment
   o Benefits from kid-orient...
Konami
 The “Electronic Arts” of Japan

 Assets
   o   First development resources in Japan
   o   Benefits from a stron...
Capcom
 The classiest-looking of all

 Assets
    o Has developed strong franchises (Resident Evil, Onimusha, Devil May ...
Atari (Infogrames)
 The other French video game company

 Assets
   o Has access to strong licenses (The Matrix, Dragon ...
Other Key Publishers
       Sega
         Assets: Strong franchises and recognized know-how
         Weak points: Too man...
Some Key Developers
       Game Freak (Nintendo)
         Pokémon
       Naughty Dog (Sony)
         Crash Bandicoot, Ja...
Faces and Names
 Ken Kutaragi
    Father of the PlayStation, CEO of Sony Computer Entertainment Inc.
 Hiroshi Yamauchi
 ...
Video Game Market – Consumers


                           January 2006
Video Game Market – Consumers
 Identified core target: Males 9-35
   –   32% of active gamers in the US / 25% in Europe
 ...
Video Game Market – Glossary


                           January 2006
Glossary – Console Types
 Home consoles are broken down based on processing power
   – 16 bits consoles: Super Nintendo (...
Glossary – AAA Titles
 What is a ‘AAA title’?
    – The name is taken from the stocks and bonds rating system
    – AAA b...
Glossary – Video Game Categories
 Categories are a way to look at the market by regrouping titles by
  gameplay.
 Catego...
Video Game Demos


                   January 2006
Super Mario Sunshine (GC)
 Mario is back!
   –   Publisher: Nintendo
   –   Developer: Nintendo
   –   Category: Action /...
Grand Theft Auto: San Andreas (PS2)
 Unlimited freedom in today’s California
   –   Publisher: Take 2
   –   Developer: R...
Mario Kart: Double Dash!! (GC)
 The funniest racing game
   –   Publisher: Nintendo
   –   Developer: Nintendo
   –   Cat...
Halo 2 (Xbox)
 The Xbox “Killer App” gets a sequel
   –   Publisher: Microsoft
   –   Developer: Bungie Software
   –   C...
Pokemon Ruby / Sapphire (GBA)
 Gotta catch them all! (again)
   –   Publisher: Nintendo
   –   Developer: Game Freak
   –...
The Sims 2 (PC)
 Life is just a game
   –   Publisher: Electronic Arts
   –   Developer: Maxis
   –   Category: Strategy
...
Half-Life 2 (PC)
 Technologically perfect (or close)
   –   Publisher: Vivendi Universal Games
   –   Developer: Valve
  ...
Questions & Answers


                      January 2006
References / Bibliography
 Market Knowledge tools available on the Ubisoft intranet
    o Market Essentials section on @U...
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Video Games Basic

  1. 1. Video Game Basics January 2006
  2. 2. Who are we?  International Strategic Marketing – Under the responsibility of Cyril Vermeil – Includes 4 groups:  Market Knowledge – Study the market and competition  Consumer Knowledge – Study the consumers  Marketing Intelligence – Benchmark competitors’ communication strategy  Entertainment & Licensing – Identify trends and licensing opportunities  Market Knowledge missions – Study the past – to understand how the market works (Market Reviews) – Monitor the present – to see what’s happening now (Daily Competitive Review) – Anticipate the future – to help the company in making the right decisions (International Release List, forecasts) 2 − January 200
  3. 3. Video Game Basics – Agenda  Video Game History The Pioneers / Modern Times / Milestones / Present Times  Current Generation Consoles Sony’s PlayStation 2 / Microsoft’s Xbox / Nintendo’s GameCube Nintendo’s GameBoy Advance / Nintendo’s DS / Sony’s PSP  Going Next-Gen Microsoft’s Xbox 360 / Sony’s PlayStation 3 / Nintendo’s Revolution  The Video Game Market A Cyclic Market / The Software Market  The Main Players The Industry / Electronic Arts / Take 2 / Activision / THQ / Konami / Capcom / Atari  Glossary  Video Game Demos 3 − January 200
  4. 4. Presentation Rules  If there’s something you don’t understand, ask us  If you are too shy to ask, ask anyway  If you are really too shy to ask, have your neighbour ask for you  There are no stupid questions  This presentation is for you – participate! 4 − January 200
  5. 5. Video Games History January 2006
  6. 6. Video Games History – The Pioneers 1971  Nutting releases the first arcade video game – Computer Space 1972  Pong breaks through 1976  Fairchild releases the first home console, the Channel F 1977  Atari releases the Video Computer System (VCS) 1978  Nintendo enters the arcade market 1981  Electronic Games becomes the first video game magazine 1983  Nintendo releases the Nintendo Entertainment System (NES) in Japan 8 bits 1986  The NES hits the USA, outselling its competitors 10 to 1 1989  Nintendo releases the Game Boy 16 bits 1991  Nintendo releases the Super NES but faces competition from NEC’s Turbo Grafx and Sega’s Genesis 6 − January 200
  7. 7. Video Games History – Recent Times 32/64 bits 1995  Sony launches the PlayStation, Sega launches the Saturn. Both consoles use CDs 1996  Nintendo launches the Nintendo 64 1998  Sega launches the Dreamcast in Japan – the first online-enabled 128 bits console 1999  Sega launches the Dreamcast in the US, earning $98 million within the first 24 hours 2000  Sony launches the PlayStation 2 in Japan in March, selling 1 million consoles in two days. The machine is launched in the US in October 2001  Sega exits from the hardware business. Nintendo launches the Game Boy Advance. Nintendo’s GameCube and Microsoft’s Xbox are released within days of each other in the US 7 − January 200
  8. 8. Video Game History – Milestones 1978  Taito creates Space Invaders 1980  Namco launches Pac-Man – the first video-game character to be used in merchandizing 1981  Nintendo creates Donkey Kong … along with a little Italian plumber named Mario 1985  Tetris is created by Alexey Pajitnov 1990  Super Mario Bros. 3 sells 17 million cartridges worldwide. 1991  Sega creates Sonic the Hedgehog 1995  Ubisoft launches Rayman 1996  Pokémon hits Japan. Video games get their first true heroine in Tomb Raider’s Lara Croft 1997  Bandai creates the Tamagotchi 8 − January 200
  9. 9. Video Games History – Present Times 2003  April: Square and Enix merge, creating Japan’s RPG powerhouse 2004  April: Namco and Bandai merge, the last of the big Japanese corporate movements  November: Blizzard’s World of Warcraft is launched in the US  December: the Nintendo DS and Sony PSP are launched in Japan within days of each other 2005  May: Microsoft, Sony and Nintendo announce their plans for their Next Gen consoles at E3  July: “Hot Coffee” mod reveals sexual mini-game in Take 2’s Grand Theft Auto: San Andreas  Nov/Dec: the first Next Gen console, Microsoft’s Xbox 360 is launched worldwide 9 − January 200
  10. 10. Current Generation Consoles January 2006
  11. 11. Sony’s PlayStation 2 (PS2)  The leading machine of the market – Launched in Japan on March 4, ’00 – Launched in the US on October 26 ’00 – Launched in Europe on November 24 ’00  Assets – First console with DVD player capability – Backward compatibility gives access to the PlayStation game catalogue – PlayStation brand recognition  Weak points – Online offer somewhat lacking structure  Top-sellers Installed bases – Grand Theft Auto: San Andreas (Take 2) US 32M – Gran Turismo 4 (Sony) Europe 34M – Madden NFL 06 (Electronic Arts) Japan 18M Figures at end 2005 11 − January 200
  12. 12. Microsoft’s Xbox  The outsider turned second-best – Launched in the US on November 15 ’01 – Launched in Japan on February 22, ’02 – Launched in Europe on March 14 ’02  Assets – The most powerful console around – Microsoft’s marketing power and resources – Xbox Live online service  Weak points – Perceived as a “gamer only” console – Failed to establish itself in Japan  Top-sellers Installed bases – Halo 2 (Microsoft) US 14M – Tom Clancy’s Splinter Cell (Ubisoft) Europe 7M – Dead or Alive 3 (Tecmo) Japan 475K Figures at end 2005 12 − January 200
  13. 13. Nintendo’s GameCube (GC)  The struggling legacy – Launched in Japan on November 14, ’01 – Launched in the US on November 18 ’01 – Launched in Europe on May 3 ’02  Assets – Nintendo brand recognition and franchises – Link with the GameBoy Advance  Weak points – Perceived as too childish – Lack of released titles – Online support inexistent  Top-sellers Installed bases – Super Smash Brothers Melee (Nintendo) US 11M – The Legend of Zelda: The Wind Waker (Nintendo) Europe 5M – Mario Kart: Double Dash!! (Nintendo) Japan 4M Figures at end 2005 13 − January 200
  14. 14. Nintendo’s GameBoy Advance (GBA)  Uncontested … so far – Launched in Japan on March 23, ’01 – Launched in the US on June 11 ’01 – Launched in Europe on June 22 ’01  Assets – Nintendo brand recognition and franchises – Backward compatibility gives access to the GameBoy game catalogue  Weak points – Screen quality (corrected with the GBA SP)  Top-sellers – Pokémon Ruby/Sapphire (Nintendo) Installed bases – Super Mario Advance (Nintendo) US 31M – Mario Kart: Super Circuit (Nintendo) Europe 19M Japan 17M Figures at end 2005 14 − January 200
  15. 15. Nintendo’s DS  The new kid in town – Launched in the US on November 21 ’04 – Launched in Japan on December 2, ’04 – Launched in Europe on March 11 ’05  Assets – Nintendo brand recognition and franchises – Backward compatibility gives access to the GameBoy Advance catalogue – Dual-screen and wireless capabilities  Weak points – Retro-design of the console – Sketchy positioning  Top Sellers Installed bases – Super Mario 64 DS (Nintendo) US 4M – Nintendogs (Nintendo) Europe 2.5M – WarioWare: Touched! (Nintendo) Japan 5M Figures at end 2005 15 − January 200
  16. 16. Sony’s PlayStation Portable (PSP)  The other new kid in town – Launched in Japan on December 12, ’04 – Launched in the US on March 24 ‘05 – Launched in Europe on September 1 ’05  Assets – PlayStation brand recognition – Multifunction device: games, music, movies – Wireless capabilities  Weak points – Duplicate line-up with the PS2 – (Very) limited battery life  Top Sellers Installed bases – Grand Theft Auto: Liberty City Stories (Take 2) US 3M – Need for Speed: Underground Rivals (Electronic Arts) Europe 2.5M – Untold Legends: Brotherhood of the Blade (Sony) Japan 2.5M Figures at end 2005 16 − January 200
  17. 17. Going Next-Gen January 2006
  18. 18. Microsoft’s Xbox 360 (X360)  The first Next-Gen Console – Launched in the US on November 22 ’05 – Launched in Europe on December 2 ’05 – Launched in Japan on December 10, ’05  Assets – Next-Gen processing power – Limited backwards compatibility with the Xbox – Xbox Live online service  Weak points – Launch line-up with limited interest  Top-sellers Installed bases – Call of Duty 2 (Activision) US 1.2M – Madden NFL 06 (Electronic Arts) Europe 500k Japan 80k – Perfect Dark Zero (Microsoft) Figures at end 2005 18 − January 200
  19. 19. Sony’s PlayStation 3 (PS3)  The favorite – Expected launch in Fall 2006 – Should be expensive ($400+?)  Assets – PlayStation brand recognition – Backward compatibility with the PS2 and the PSX – Will double as a Blu-ray reader – On paper, twice as powerful than the Xbox 360  Weak points – Complex architecture, difficult to program for – Will have to compete with Microsoft’s counter-attack at launch 19 − January 200
  20. 20. Nintendo’s Revolution  The family-friendly underdog – Expected launch in Fall 2006  Assets – Nintendo brand recognition and franchises – Innovative, motion-based controller – Backward compatibility with the GC – Online service, similar to Xbox Live  Weak points – The least powerful Next-Gen Console – Seducing concept, will have to confirm with games – Should remain dominated by Nintendo properties 20 − January 200
  21. 21. The Video Game Market January 2006
  22. 22. Video Games – A Cyclic Market Sources: ELSPA / ScreenDigest 22 − January 200
  23. 23. The Software Market Japan $3.0bn (15%) UK Europe France Germany $7.0bn (40%) Spain Italy Others US $8.5bn (45%) Sources: ELSPA / ScreenDigest 23 − January 200
  24. 24. The Software Market Home Console Software Market Share in Value GC GC GC PSX PSX PSX 11% Xbox 17% 17% Xbox 3% 1% 2% 1% 15% Xbox 22% PS2 59% PS2 PS2 71% 81% USA Europe Japan Sources: ELSPA / ScreenDigest 24 − January 200
  25. 25. The Main Players January 2006
  26. 26. The Video Game Industry From concept … to game … to product Consumers Developer Publisher Distributor Creates the game Markets the game Installs the game in stores Software Development Game Approval Kits (SDK) Manufacturers check if Special versions of the Royalties the games respect Manufacturers receive a consoles designed for their standards in developing and testing set royalty on each and terms of quality and every game produced for games contents their console Manufacturer Creates and produces the consoles 26 − January 200
  27. 27. The Main Players Microsoft Eidos Ubisoft Take 2 Atari Sony Konami Electronic Arts Sega Activision Capcom THQ Nintendo 27 − January 200
  28. 28. Electronic Arts  The leader of the market  Assets o First development resources in the world o Dominates the Sports segment (Madden NFL, NBA Live, FIFA titles) o Has a strong portfolio of licensed titles and franchises (Harry Potter, James Bond, The Sims, Medal of Honor)  Weak points o Rely on established brands, and lacks original creations? o Recently suffering from quality issues  Top-sellers o Madden NFL 06 (PS2/Xbox/GC) o The Sims 2 (PC) o Need for Speed: Underground (PS2/Xbox/GC) 28 − January 200
  29. 29. Take 2  The publisher on the edge  Assets o Hit gold with the Grand Theft Auto franchise o Very tight-lipped around upcoming projects  Weak points o Might go too far with polemic titles (cf. Manhunt)  Top-sellers o Grand Theft Auto: San Andreas (PS2/Xbox) o ESPN NFL 2K5 (PS2/Xbox) o Midnight Club 3: Dub Edition (PS2) 29 − January 200
  30. 30. Activision  The house that Tony Hawk built (or close enough)  Assets o Dominates the Extreme Sports segment (Tony Hawk titles) o Has a strong portfolio of Marvel licensed titles (Spiderman, X-Men) o Solid marketing know-how  Weak points o Didn’t manage to establish its O2 brand of extreme sports titles  Top-sellers o Spiderman: The Movie 2 (PS2/Xbox/GC) o Tony Hawk’s Underground 2 (PS2/Xbox/GC) o Call of Duty (PS2/Xbox/GC) 30 − January 200
  31. 31. THQ  Wrestling the competition to the ground  Assets o Dominates the wrestling segment o Benefits from kid-oriented licenses (Rugrats, Spongebob, Scooby-Doo)  Weak points o One-dimensional publisher relying on wrestling and handheld titles  Top-sellers o The Incredibles (PS2/Xbox/GC/GBA) o WWF Smackdown! vs RAW (PS2) o SpongeBob SquarePants: Battle for Bikini Bottom (PS2/Xbox/GC/GBA) 31 − January 200
  32. 32. Konami  The “Electronic Arts” of Japan  Assets o First development resources in Japan o Benefits from a strong Sports range (Pro Evolution Soccer, baseball titles) o Has a few strong licensed titles (Yû-Gi-Oh) o Has developed strong franchises (Metal Gear Solid, Silent Hill)  Weak points o Has a tendency to use and overuse licenses and formulas  Top-sellers o Metal Gear Solid 3: Snake Eater (PS2) o Yû-Gi-Oh (PS2/GBA) o Pro Evolution Soccer 5 (PS2) 32 − January 200
  33. 33. Capcom  The classiest-looking of all  Assets o Has developed strong franchises (Resident Evil, Onimusha, Devil May Cry, MegaMan) o Benefits from technical prowess on all platforms o Can come up with very original titles  Weak points o Often favours style over matter o Has produced uninspired sequels  Top-sellers o Devil May Cry 3 (PS2) o Resident Evil 4 (PS2/GC) o Onimusha 3: Demon Siege (PS2) 33 − January 200
  34. 34. Atari (Infogrames)  The other French video game company  Assets o Has access to strong licenses (The Matrix, Dragon Ball)  Weak points o Difficulties to absorb its acquisitions  Top-sellers o Dragon Ball Z: Budokai 3 (PS2) o Enter the Matrix (PC/PS2/Xbox/GC) o Driv3r (PS2/Xbox) 34 − January 200
  35. 35. Other Key Publishers  Sega Assets: Strong franchises and recognized know-how Weak points: Too many remakes and revivals  Namco Assets: Ridge Racer and Tekken franchises Weak points: Sometimes lacks creativity  Vivendi Universal Assets: Movie franchises and Blizzard Weak points: Game quality and overall situation  Eidos Assets: Tomb Raider and Championship Manager Weak points: Badly handled the Tomb Raider brand 35 − January 200
  36. 36. Some Key Developers  Game Freak (Nintendo) Pokémon  Naughty Dog (Sony) Crash Bandicoot, Jak & Daxter  Rockstar North (Take 2) Grand Theft Auto  Bungie (Microsoft) Halo  Blizzard Warcraft, Starcraft, Diablo  Valve Half-Life 36 − January 200
  37. 37. Faces and Names  Ken Kutaragi Father of the PlayStation, CEO of Sony Computer Entertainment Inc.  Hiroshi Yamauchi Long-time, outspoken CEO of Nintendo (1949-2002)  Shigeru Miyamoto Creator of Donkey Kong, Mario, Legend of Zelda, Pikmin. Currently head of R&D at Nintendo  Peter Molyneux Creator of the “God Game”, with Populous, Black & White, Dungeon Keeper, Fable, The Movies  John Carmack With John Romero, founder of id software and creator of the “First Person Shooter” with Castle Wolfenstein, Doom, Quake  Hideo Kojima Creator of Metal Gear Solid  Sid Meier Creator of Civilization, uses his name as a brand for life management titles 37 − January 200
  38. 38. Video Game Market – Consumers January 2006
  39. 39. Video Game Market – Consumers  Identified core target: Males 9-35 – 32% of active gamers in the US / 25% in Europe – Male-to-Female ratio around 2.5 – Play an average of 10 hours a week in the US / 9 hours in Europe – Purchase an average of 6 games per year in the US / 4 games in Europe  Three distinct groups – Intense / Heavy players (50%): playing daily, spend over 30% of their leisure time in game-related activities, average age 16-18 – Medium players (35%): playing weekly, spend about 20% of their leisure time in game-related activities, average age 21 – Light players (15%): playing monthly, spend less than 15% of their leisure time in game-related activities, average age 25 39 − January 200
  40. 40. Video Game Market – Glossary January 2006
  41. 41. Glossary – Console Types  Home consoles are broken down based on processing power – 16 bits consoles: Super Nintendo (SNES) – 32/64 bits consoles: Sony PlayStation (PSX), Sega Saturn (SS), Nintendo 64 (N64) – 128 bits consoles or current generation: Sony PlayStation 2 (PS2), Sega Dreamcast (DC), Microsoft Xbox, Nintendo GameCube (GC) – Next generation consoles: codenames only – Sony PS3, Microsoft Xenon, Nintendo Revolution (or N5)  Handheld consoles – Old generation: Nintendo GameBoy (GB), Nintendo GameBoy Color (GBC) – Current generation: Nintendo GameBoy Advance (GBA), Nintendo GameBoy Advance SP (GBA SP) – Upcoming: Nintendo DS (DS), Sony PlayStation Portable (PSP) 41 − January 200
  42. 42. Glossary – AAA Titles  What is a ‘AAA title’? – The name is taken from the stocks and bonds rating system – AAA bonds are bonds of the best quality, offering the smallest degree of investment risk. Issuers are exceptionally stable and dependable – AAA titles are hit titles of the best quality  How much sales does a AAA title generate? – Depends on the console format, the timeframe in the console cycle, the installed base and the country – Better to use a definition based on relative rank rather than sales – IDG defines a AAA title as one ranking among the top five titles based on unit sales, and a A title as one ranking between 6 and 20 for the year  But really, how much? – For the US in 2002: PS2 / 660K, Xbox / 225K, GC / 175K, GBA / 270K, PC / 270K 42 − January 200
  43. 43. Glossary – Video Game Categories  Categories are a way to look at the market by regrouping titles by gameplay.  Categories allow to segment the video game market in new, pertinent and trend revealing ways. – Sports – The main appeal to the player is the sports universe – Action / Adventure – The main appeal for the player is to progress through a story and a universe, using a mix of game mechanics (combat / shoot / puzzles…) – Vehicle / Piloting – The main appeal for the player is to master the given vehicle(s) – Shoot – The main appeal for the player is to aim and shoot – Combat – The main appeal for the player is to master techniques to beat his opponent in a spectacular way – Strategy – The main appeal for the player is to progress by making the right decisions regarding resource management or units management – Family games – The main appeal for the player is to have immediate fun playing a simple game that is usually non-violent. Within each usually short session, players don’t create, build or progress 43 − January 200
  44. 44. Video Game Demos January 2006
  45. 45. Super Mario Sunshine (GC)  Mario is back! – Publisher: Nintendo – Developer: Nintendo – Category: Action / Adventure – Launched for the GC on August 27th, 2002 – Sales of over 1.6 million units for the US (end Oct ’04)  Key features – Water and liquid effects : 2D reflection, 3D deformation – Combination of platform and “watering” gameplay such as jetpack, cleaner and rocket – New ropes walks 45 − January 200
  46. 46. Grand Theft Auto: San Andreas (PS2)  Unlimited freedom in today’s California – Publisher: Take 2 – Developer: Rockstar North – Category: Vehicle / Piloting – Launched for the PS2 on October 26th, 2004 – Sales of over 2 million units in one week in the US alone  Key features – Mix of gameplay: driving (120 vehicules including scooters, boats and cars) and shooting (40 weapons) – Character evolution through a huge array of mini-gameplays – Wider area to explore (at least 3 times the size of GTA: Vice City) – Licensed soundtrack and top production values 46 − January 200
  47. 47. Mario Kart: Double Dash!! (GC)  The funniest racing game – Publisher: Nintendo – Developer: Nintendo – Category: Vehicle / Piloting – Launched for the GC on November 17th, 2003 – Sales of over 1.7 million units for the US (end Oct ’04)  Key features – The new version of the Nintendo classic (previously released on the SNES, N64, GB and GBA) – Introducing the new two-characters karts 47 − January 200
  48. 48. Halo 2 (Xbox)  The Xbox “Killer App” gets a sequel – Publisher: Microsoft – Developer: Bungie Software – Category: Shoot – Launched for the Xbox on November 11th, 2004  Key features – Hollywood-like experience through overall direction, graphics, sound effects – Feeling of immersion in a heated conflict – Mix of gameplay: shooting / driving – Online play added (no online previously in Halo) 48 − January 200
  49. 49. Pokemon Ruby / Sapphire (GBA)  Gotta catch them all! (again) – Publisher: Nintendo – Developer: Game Freak – Category: Action / Adventure – Launched for the GBA on March 23rd, 2003 – Sales of over 4.1 million units for the US alone (end Oct ’04)  Key features – Tried-and-tested gameplay using the (hugely) popular Pokémon formula – 100 new Pokémons (for a total of about 200 Pokémons in the game) – Two-on-two Pokémon battle system 49 − January 200
  50. 50. The Sims 2 (PC)  Life is just a game – Publisher: Electronic Arts – Developer: Maxis – Category: Strategy – Launched for the PC on September 14th, 2004 – Sales of over 720,000 units for the US alone (end Oct ’04)  Key features – First full sequel to Maxis’ best-selling original game The Sims – The characters now grow up, grow old, and eventually die – Characters express desires and aspirations – fortune, knowledge, popularity, or romance – Update of the first game: full 3D graphics, extensive new building and decorating options 50 − January 200
  51. 51. Half-Life 2 (PC)  Technologically perfect (or close) – Publisher: Vivendi Universal Games – Developer: Valve – Category: Shooter – Launched for the PC on November 16th, 2004  Key features – The long-awaited sequel to the reference title on PC (over 2 million units sold in the US alone) – Story-driven gameplay with puzzle-solving elements – Realistic physic model and top-notch graphic engine – Elaborate AI and opponent reactions 51 − January 200
  52. 52. Questions & Answers January 2006
  53. 53. References / Bibliography  Market Knowledge tools available on the Ubisoft intranet o Market Essentials section on @UBI o Daily Competitive Review – a global and concise view of all main events in the videogame industry o International Release List – a comprehensive view of upcoming titles o MOKA – user-friendly tool designed to regroup and analyze data regarding the various videogame markets  On the Internet o All Game Guide o Gamespot – The History of Video Games  Some books to read o Bit Generation 2000 / Kobe Fashion Museum & Contemporary Art Center (2000) o Trigger Happy – The inner life of videogames / Steven Poole, Fourth Estate (2001) o 1000 Game Heroes / David Choquet, Taschen (2002) 53 − January 200

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