Background
With a longstanding relationship with ASDA, Creation spotted a gap
in the market which would make Asda a market leader in gaming sales.
Our brief is to develop a fully managed and produced magazine that is entirely self funding and revenue generating with a paper and online version, specifically cornering the family gaming market.
Objectives
1. Increase footfall into Music Video Games department
2. Create an online brand and deliver and integrated retail/internet strategy
4. Build awareness
5. Raise profile with the platform and publishers
6. Educate customers - help customers make quick and informed choices
7. Make ASDA a location of choice for the family
8. Generate marketing income
9. Tie into store events diary and other promotional activity
Solution
With games sales on the increase and the key growth sector in ‘Family’ gaming it was important to produce a magazine that corners the market and capitalises on ASDA’s strong sales growth. A flexible print format has been put together supported by an online version with live content. The magazine has easy to read reviews and an extremely vibrant layout. Hardware and accessory features and educational copy ensure every aspect of the family market is covered.
Results
The first issue of the largest circulating games magazine (circulation of 2 million) had an amazing result, producing a marked up lift in sales.
