Eidos backs Championship Manager with blogging site

by Mark Sweney, Marketing 07-Jul-04, 08:00

LONDON - Eidos, the computer games publisher behind the 'Tomb Raider' series, is putting digital marketing at the heart of its promotional strategy for its 'Championship Manager' franchise.

The company has overhauled the game's website to create an online community of fans that will form the basis of its marketing activity.

Developed by digital agency Unit9, the portal is one of the first marketing initiatives to tap into the commercial potential of blogs (personal weblogs). It lets users create their own destination within the website, enabling them to share tips and locate fellow supporters.

Eidos hopes the site will become the destination of choice for the high number of fans who currently use other online forums to discuss strategies for the game, which involves the virtual management of a football team.

The portal represents the biggest online marketing investment Eidos has committed to a product. It will allow the company to gather customer data and build brand loyalty more effectively.

The portal will also be key to Eidos' marketing activity for the launch of 'Championship Manager 5' later this year. Eidos claims the franchise is the world's biggest-selling PC game.

Eidos recently created a pan-European marketing division to oversee support for its top games.

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