MCV/DEVELOP News, events, research and jobs from the games industry

Beyonce has set her sights on the games industry, hoping to work on a new fitness title based on her dance routines. The pop star recently expressed her interest in using her experience with choreography to create an interactive workout for her fans, according to Spicezee. She said: I’d like …

The PR agency handling the next series of Doctor Who has set its sights on games – by hiring Simon Byron to head up its new division. London-based Premier Public Relations officially opens its newly-formed video games division this week, run by former Barrington Harvey director Byron. The 60-strong agency …

Sega’s Masanao Maeda has been promoted to COO of the Japanese publisher’s American arm. Maeda has previously been instrumental in developing Sega’s western business, such as playing a pivotal role in the acquisition of UK developer The Creative Assembly. In his new position, he will oversee day-to-day marketing and sales …

Fears over whether supermarkets will slash prices on more new titles this Q4 are looking justified today, as ASDA reveals that it will sell Codemasters’ Operation Flashpoint 2: Dragon Rising at 27 from midnight tonight. The offer comes after supermarkets offered FIFA 10 for sub-30 last weekend – with Tesco …

The launch of the PSPgo has tripled Sony’s handheld sales in the US, and doubled the number of downloads made for the format. SCEA exec Patrick Seybold told Kotaku that three days after the device’s debut, the firm’s top retail partners” reported a 300 per cent increase in PSP hardware …

Stupid Fun Club founder discusses hybridising toys and games

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Will Wright, creator of The Sims and Spore, has revealed details of his new company’s debut project. Speaking to The LA Times, Wright revealed that he is working on a toy which he will take to the New York Toy Fair in February 2010 – where he will also give …

Game makers must approach costing 'carefully', warns Eric Lempelv

Electronic Arts’ upcoming Left 4 Dead 2 has been classified for release in Australia. The game was banned in the territory last month for its violent content, but the Australian Classification Board’s website now shows it has been given the maximum rating of MA 15+. A Valve spokesperson told Kotaku …