GamesRadar site renamed TombRadar for game launch

by Nikki Sandison, Brand Republic 21-Nov-08, 12:35

LONDON - Future has changed the name of GamesRadar.com to TombRadar for one day to promote the launch of the latest Lara Croft 'Tomb Raider' game.

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The name change marks the culmination of a two-week digital ad campaign from software publisher Eidos to promote 'Tomb Raider Underworld', which went on sale today.

It is the first time Future has ever booked a "total takeover" of its GamesRadar.com site, which boasts a global audience of more than 8m unique users a month.

A two-week pre-roll 'Tomb Raider' video running across the GamesRadar Network was viewed more than half a million times, according to Future, extending the reach of Eidos's 20-second teaser TV ads.

Along with the homepage takeover, Eidos also booked a print campaign across Future's portfolio of print games titles, including GamesMaster, PC Gamer and officially licensed magazines for Nintendo, PlayStation and Xbox 360.

Danny Ward Lee, digital sales director at Future, said: "Future's reputation for innovative creative solutions continues to grow.

"Eidos's takeover when linked with the pre-roll video campaign across our network and comprehensive print campaign, means that they were able to reach the UK's most dedicated gamers through Future's multi-channel portfolio."

James Binns, publishing director at Future, said: "'Tomb Raider: Underworld' is a great game, well worth the 9/10 scores it is picking up across gaming websites and magazines.

"Getting the message out there on launch day is essential in the games market and this takeover gives Eidos unprecedented cut through."

Comments

Georgina MdDonald - 21/11/2008

How huniliating for the brand - it looks terrible and will reflect badly on their users who don't give two hoots about Tomb Raider, which will be most of them. But hang on, they give it 9/10, which equates to "Awesome", despite saying it's short, has a weak story, and features 'Not the best combat'. So it's awesome, except for the three main pillars of the game, which suck. SOLD!