EA aims for Xmas number one

Next Friday sees the release of Need For Speed ProStreet – the latest in the world-beating racing series – and publisher EA is confident the title will be first to cross the finishing line in the race for Christmas number one.

A Need for Speed game has been Christmas number one for four of the last five years, with FIFA only piping it to the post last year in a debatable count back,” Steve Farrell, senior product manager at EA told MCV.

We are confident the increased quality of the game this year – as well as our extensive marketing campaign, with support throughout the run-up to Christmas – will help to re-establish a Need For Speed game at number one.”

EA has put in place a megabucks marketing campaign to ensure ProStreet does as well as it predicts. The multi-million pound promotion has already began with print, online and TV activity, and further media support and in-store activity across retail will take place from launch and throughout the run-up to Christmas.

Need for Speed is one of the most established brands not only on the racing category, but across all gaming categories,” added Farrell.

November 23rd is a great release date to capitalise on the end-of-month pay packets, and with only five weeks until Christmas we fully expect the title to deliver a strong week-on-week sales performance throughout this entire period, both for self purchase and the all-important gifting purchases.”