WELCOME GamesIndustry.biz THIS WEEK Assassin's Creed II

Brought to you byEvery week: The UK games market in less than ten minutesIssue 24: 17th - 23rd NovemberWELCOME.to your weekly dose of analysis, news and data for the retail and publishing sectors of thevidoegames business, brought to you by GamesIndustry.biz and Eurogamer.netTHIS WEEK. we're looking at some of the Eurogamer data relating to Assassin's Creed II and tracingthe attention its received on the route to release. Plus, we've got the first part of an industryexclusive interview with SCEE president Andrew House, as well as the latest charts, releasedates, and much more!Modern Warfare 2 vs Assassin's Creed II: User ExcitementMODERN WARFARE 2 VS ASSASSIN'S CREED II4200This week Modern Warfare 2 resisted thechallenge of what will likely be its sternest core titlepre-Christmas rival in Assassin's Creed II as itheld on to number one in the UK gAuIn the first graph we're comparing that value forboth games over time and you can see that prettymuch as soon as MW2 was announced at E3 thisyear it's held an increasing advantage over ACII.Jul '090That means that week two sales for Activision'sshooter came in higher than the first few shelf days- plus all collected pre-orders - for Ubisoft'sflagship title. but is that reflected in theexcitement rating of Eurogamer readers?While both titles rise - as you'd expect - over time,a hands-on preview and screenshot gallery in midSeptember (Point A) provides the springboard fora big jump for MW2, which it sustains right upuntil launch. ACII in comparison doesn't managethat rate of excitement increase until after MW2 isout in the shops, however - at which point itrapidly gains more attention with its own review(Point B).Assassin's Creed II: Positive/Negative Split1800Positive/Negative Split15001200Looking at how attention for ACII splits out, wecan see in the second graph that the number ofusers that are positive about the game far exceedsthe negative ones, with the latter being less than10% the number of the former.900600300ovNctOpSegAuJul '090The GamesIndustry.biz Network now has over 9000 registered industry users!Interestingly, although not shown here, the sameanalysis for MW2 sees the proportion of usersnegative about the game as around 25% of thepositives - indicating that while the overallnumbers for MW2 are much higher, the nature ofthe support for ACII is more specifically dedicated.Page 1

Brought to you byEvery week: The UK games market in less than ten minutesIssue 24: 17th - 23rd NovemberTHIS WEEK IN RETAILRETAILERS MUST "MAKE THEIR OWN DECISIONS" ABOUT PRICINGBut Microsoft's Neil Thompson warns about the sustainability of aggressivecuts.THINGS YOU NEED TO KNOWTHE PRODUCERS PULLS OUT OF TRILOGY ALLIANCEMastertronic business cuts all ties with distributor, with immediate effect."NOTHING MORE DIFFICULT" THAN NEW IP LAUNCHBut Capcom's Christan Svensson is proud of company's "better than most"record.Infinity Ward has denied that the PCversion of Modern Warfare 2 was a flop,despite the platform taking only 3% ofoverall sales.The PSP remained top of the hardwarecharts in Japan last week, although PSPgosales fell by over 6000 units over theprevious week.The PS2 has officially been launched. inBrazil - but the ageing console is unlikely todent piracy in the country with a pricepoint of over 462.GAMESTOP EARNINGS UP 11% IN THIRD QUARTERCompany sales increase 8% to 1.83 billion.UBISOFT UTILISES LOVEFILM PARTNERSHIP FOR AC2 MARKETING PUSHSony has admitted that it is looking atcharging a subscription for access topremium content on the PlayStationNetwork - although all content currentlyavailable would remain free.Campaign to cover upcoming game and short film trilogy.THE BIG INTERVIEW: ANDREW HOUSE - PART ONEThe SCEE president talks in an industry-exclusive interview about the PS3 Video Delivery Service, and theincreasing impact of Blu-ray in entertainment.- The PS3 platform's momentum was one reason now was a good time to launch the Video Service- The UK will have 800 films available at launch, with around 50 to be added per week- The ability for users to take content away on the PSP platform is a "huge differentiator"- The presence of Blu-ray on the platform has played a "significant part" in ongoing PS3 successMOST-ANTICIPATED GAMES1. Alan Wake2. Final Fantasy XIII3. Heavy Rain4. Gran Turismo 55. God of War III6. Final Fantasy Versus XIII7. Splinter Cell: Conviction8. BioShock 29. Mass Effect 210. The Last GuardianMOST-READ ARTICLESMicrosoftSquare EnixSCEESCESCEASquare EnixUbisoft2K GamesElectronic ArtsSCEE1. Assassin's Creed II Review2. Left 4 Dead 2 Review3. Bayonetta Review4. New Super Mario Bros Wii Review5. F1 2009 Review6. Gyromancer Review7. King's Bounty: Armored Princess Review8. Crane Simulator 2009 Review9. Resident Evil: The Darkside Chronicles Review10. Jambo! Safari ReviewList based on traffic for Eurogamer articles dated 17th - 23rd November.You can reach key UK retailers by advertising with GamesRetail.biz.Page 2

Brought to you byEvery week: The UK games market in less than ten minutesDATARETAILIssue 24: 17th - 23rd NovemberPRICE-CHECK DATAHMVAmazonASDAPlay.comGAMETescoCheapest OnlineAssassin's Creed II (360) 39.99 36.96 35.71 39.99 39.99 --.- 34.99Tekken 6 (PS3) 39.99 31.91 37.71 39.99 39.99 34.99 17.95UK ALL-FORMAT CHART1. (1)2. (-)3. (-)4. (2)5. (4)6. (3)7. (-)8. (6)9. (5)10. (7)11. (-)12. (8)13. (9)14. (11)15. (14)16. (-)17. (13)18. (17)19. (15)20. (16)EVENT CALENDARTitlePublisherCall of Duty: Modern Warfare 2Assassin's Creed IINew Super Mario Bros WiiWii Sports ResortWii Fit PlusFIFA 10Left 4 Dead 2Mario & Sonic at the Olympic WinterGamesForza Motorsport 3Lego Batman: The VideogameF1 2009Mario Kart WiiPurePro Evolution Soccer 2010Professor Layton and Pandora's BoxLego Indiana Jones 2: The AdventureContinuesDragon Age: OriginsNeed for Speed: ShiftSingstar: Take ThatWWE Smackdown vs Raw 2010Activision BlizzardUbisoftNintendoNintendoNintendoElectronic ArtsElectronic ArtsSEGAMicrosoftWarner tsElectronic ArtsElectronic ArtsSCETHQ8th - 10th Dec 2009Game Connection Lyon Lyon, France.17th - 19th Feb 2010DICE Summit Las Vegas, US.9th - 13th Mar 2010GDC 2010 Moscone Center, San Francisco, US.15th - 17th Jun 2010E3 Expo 2010 LA Convention Center, Los Angeles,US.13th - 15th Jul 2010Develop Conference Brighton, UK.SELECTED GAMES INDUSTRY JOBSBusiness AssistantNorth West, England, UK & Europe.Relationship Marketing Mgr.London, South East, England, UK &Europe.Lead Environment ArtistGuildford, South East, England, UK &Europe. ELSPA, compiled by Chart TrackREVIEW SCORE COMPARISONSAssassin's Creed II (360)F1 2009 (WII)Left 4 Dead 2 (360)New Super Mario Bros. Wii (WII)Resident Evil: The Darkside Chronicles(WII)New Super Mario Bros (Wii) 32.99 32.99 34.71 34.99 34.99 32.99 32.86MetacriticUK average91758986927590837377Technology ProgrammerNorth East, England, UK & Europe.Head Of Marketing / Gaming / IrelandUK & Europe.The UK score is the mean average of the most read UK-based videogame websites and magazines.Eurogamer.net information can demonstrate the impact of game marketing.Page 4

Brought to you by10SIssue 24: 17th - 23rd NovemberTOPEvery week: The UK games market in less than ten minutesPLATFORM TOP TENSPS31. (1)2. (-)3. (2)4. (4)5. (3)6. (5)7. (-)8. (6)9. (8)10. (-)PSPCall of Duty: Modern Warfare 2Assassin's Creed IIFIFA 10Pro Evolution Soccer 2010Uncharted 2: Among ThievesNeed for Speed: ShiftDragon Age: OriginsTekken 6WWE Smackdown vs Raw 2010Lego Indiana Jones 2: The Adventure ContinuesWII1. (-)2. (1)3. (3)4. (2)5. (-)6. (4)7. (-)8. (5)9. (7)10. (8)1. (-)2. (1)3. (-)4. (2)5. (3)6. (6)7. (4)8. (5)9. (8)10. (9)LittleBigPlanetFIFA 10F1 2009Gran TurismoFootball Manager 2010Grand Theft Auto: Chinatown WarsPro Evolution Soccer 2010Star Wars Battlefront: Elite SquadronWWE Smackdown vs Raw 2010Need for Speed: ShiftDSNew Super Mario Bros WiiWii Sports ResortMario & Sonic at the Olympic Winter GamesMario Kart WiiF1 2009Wii FitWe SingCall of Duty 4: Modern WarfareFIFA 10Rabbids Go Home1. (1) Professor Layton and Pandora's Box2. (2) Mario & Sonic at the Olympic Winter Games3. (4) Professor Layton and the Curious Village4. (6) Style Boutique5. (3) Dr Kawashima's Brain Training6. (14) Cooking Mama 37. (5) Rhythm Paradise8. (7) Mario Kart DS9. (9) Club Penguin: Elite Penguin Force10. (-) Lego Indiana Jones 2:adventure ContinuesXBOX 360PC1. (1)2. (-)3. (-)4. (2)5. (3)6. (4)7. (6)8. (5)9. (7)10. (9)1. (1)2. (2)3. (-)4. (-)5. (3)6. (4)7. (5)8. (9)9. (8)10. (6)Call of Duty: Modern Warfare 2Assassin's Creed IILeft 4 Dead 2Forza Motorsport 3FIFA 10Grand Theft Auto Episodes - Liberty CityHalo 3: ODSTDragon Age: OriginsWWE Smackdown vs Raw 2010Need for Speed: ShiftCall of Duty: Modern Warfare 2Football Manager 2010The Sims 3: World AdventuresLeft 4 Dead 2Dragon Age: OriginsThe Sims 3Championship Manager 2010Fallout 3: Game of the Year EditionWorld of Warcraft: Wrath of the Lich KingEmpire: Total War ELSPA, compiled by Chart TrackEurogamer.net information can demonstrate the impact of game marketing.Page 5

Brought to you byDATAIssue 24: 17th - 23rd NovemberRETAILEvery week: The UK games market in less than ten minutesSHOPTO PRE-ORDER CHARTSWAPGAME RENTAL CHART1. (6) Final Fantasy XIII (PS3)2. (24) Super Street Fighter IV (PS3)3. (4) MAG: Massive Action Game - inc Beta Code (PS3)4. (7) God Of War III (PS3)5. (-) Super Street Fighter 4 (360)6. (8) Battlefield: Bad Company 2 (PS3)7. (25) Rogue Warrior (360)8. (-) Bayonetta (360)9. (18) Resident Evil: The Darkside Chronicles (Wii)10. (9) Gran Turismo 5 (PS3)1. (3) Modern Warfare 2 (360)2. (4) Modern Warfare 2 (PS3)3. (6) Forza Motorsport 3 (360)4. (-) Assassin's Creed 2 (360)5. (10) Grand Theft Auto: Episodes from Liberty City (360)6. (7) Dragon Age Origins (360)7. (9) Borderlands (PS3)8. (8) Ghostbusters: The Video Game (360)9. (-) Assassin's Creed 2 (PS3)10. (-) Tekken 6 (360)MOST PLAYED ON XBOX LIVE BY EUROGAMER USERSMETABOLI DOWNLOAD CHART1. Modern Warfare 22. Assassin's Creed II3. Forza Motorsport 34. FIFA 105. Halo Waypoint6. 1 vs 1007. Left 4 Dead 28. Dragon Age: Origins9. Borderlands10. GTA IV1. (1)2. (5)3. (-)4. (-)5. (3)6. (2)7. (6)8. (8)9. (7)10. (-)Eurogamer.net information can demonstrate the impact of game marketing.Modern Warfare 2League of Legends CollectorDragon Age - DeluxeChampionship Manager 2010The Sims 3Company of Heroes - Tales of ValorFootball Manager 2010BorderlandsRollercoaster 3Civilization 4Page 6