Ubisoft made Just Dance and Dance on Broadway into large hits and they’re hoping to continue that this holiday season. They think they have another pair of hits in Just Dance 2 and Michael Jackson: The Experience.
We have been delighted with the performance of Dance on Broadway and Just Dance over the summer months and expect the market to ramp up as we come into the Christmas period, said Ubisoft s group marketing manager Mark Slaughter. We are planning on spending big this Christmas on our key dance titles. Just Dance 2 and Michael Jackson: The Experience will be supported by significant above-the-line spends, as well as strong trade marketing activity.
With Just Dance and Dance on Broadway, we saw great elasticity to TV advertising so with a strong TV buy planned including X Factor spots, we expect a similar reaction, he continued. Both titles deliver a great gameplay experience. Through this high awareness and trial-driving activity, we hope to maintain our leading position in this market.