Nintendo UK to boost software marketing

And the UK satellite of the Japanese gaming giant is planning to blow wads of cash that they’ve never done before. Nintendo’s Mario Party 8 (a U.S. Wii top-seller according to NPD) and Big Brain Academy: Wii Degree will be the first titles to be backed by an intensive and expensive marketing campaign aimed at the potential customers of the broad market – a target demographic the two titles were designed for.

The domestic campaign used to market Mario Strikers Charged Football approximated to an amount over £ 1 million (US$ 1.98 million), and if Nintendo UK’s claims are anywhere near the truth, the company will spend an excess of US$ 2 million in marketing for each of the titles.

No exact budget was revealed, reports MCV, but UK’s Wii product manager Rob Lowe said, “As both Mario Party and Big Brain Academy are being aimed towards very broad audiences, we need substantial mass-market campaigns to back them up.” He claims that each of the titles’ campaigns will be equal to that of their Mario Strikers campaign, although the new ones would definitely run longer. He also said:

We are looking at much longer sales curves on these titles that will hopefully sell at a high rate for many weeks. Therefore we need to prolong the campaigns over months rather than weeks, along with a second sustained period of media coverage around the Christmas season.

Lowe explains that although this would seem adverse to the normal marketing whims of publishing companies, they explain that their target audience aren’t gamers by nature, so they are making the effort to catch their attention.

And the UK satellite of the Japanese gaming giant is planning to blow wads of cash that they’ve never done before. Nintendo’s Mario Party 8 (a U.S. Wii top-seller according to NPD) and Big Brain Academy: Wii Degree will be the first titles to be backed by an intensive and expensive marketing campaign aimed at the potential customers of the broad market – a target demographic the two titles were designed for.

The domestic campaign used to market Mario Strikers Charged Football approximated to an amount over £ 1 million (US$ 1.98 million), and if Nintendo UK’s claims are anywhere near the truth, the company will spend an excess of US$ 2 million in marketing for each of the titles.

No exact budget was revealed, reports MCV, but UK’s Wii product manager Rob Lowe said, “As both Mario Party and Big Brain Academy are being aimed towards very broad audiences, we need substantial mass-market campaigns to back them up.” He claims that each of the titles’ campaigns will be equal to that of their Mario Strikers campaign, although the new ones would definitely run longer. He also said:

We are looking at much longer sales curves on these titles that will hopefully sell at a high rate for many weeks. Therefore we need to prolong the campaigns over months rather than weeks, along with a second sustained period of media coverage around the Christmas season.

Lowe explains that although this would seem adverse to the normal marketing whims of publishing companies, they explain that their target audience aren’t gamers by nature, so they are making the effort to catch their attention.