Codemasters plots F1 success

Codemasters’ F1 2009 is shaping up to be a perfect storm” as the company pulls out all the stops to make it a must-have hit this Christmas.

The game is due for release on November 20th, and the publisher claims a combination of extensive marketing plans and the popularity of the sport will drive sales in the upcoming holiday period.

Our expectations are justifiably huge,” said brand manager Paul Waters. In many ways, the game is a perfect storm. Firstly, the Formula One licence is massive, especially with a British World Champion.

Secondly, we’ve got a great game – early feedback from gamers and F1 fans has been incredibly positive. We’re also bundling a F1-style race wheel peripheral with the Wii version, creating a must-have Christmas gift.”

Codemasters is backing F1 2009 with a heavyweight TV ad push at launch – as the publisher has partnered with Nintendo for its biggest ever UK TV campaign for a Wii title.

The ads will run around programming aimed at three audiences: fathers and sons, housewives and children, and 16 to 34-year-olds. The first TV spots will run in mid-November.

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