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PlayStation starts 2021 as king of TV ad impressions

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PlayStation has continued its domination of gaming industry TV advertising into the new year, racking up over 425.7 million ad impressions from mid-December to mid-January — 44% of the industry’s total.

Overall, 16 brands aired 51 spots more than 4,000 times during our measurement window, resulting in 962.7 million TV ad impressions. Once again, sports delivered top impression-counts. And it’s also worth noting the appearance of ranking-newcomer Jackbox Games, which debuts at No. 4.

GamesBeat has partnered with iSpot.tv, the always-on TV ad measurement and attribution company, to bring you a monthly report on TV advertising by the gaming industry. These are the ads, and by extension the games, that game marketers have been putting major muscle behind.

Below are the top five most-seen gaming industry TV advertisers from Dec. 16 through Jan. 15.

PlayStation aired seven spots 341 times, generating 425.7 million TV ad impressions. Its most-seen commercial (156.5 million impressions) was “New Worlds to Explore,” promoting the PlayStation 5. Over 30% of the brand’s impressions came from college football, while the NFL and NBA also delivered top impression-counts. Top networks by impressions included ESPN, ABC, and ESPNU.

Xbox takes second place with 163.7 million TV ad impressions, the bulk of which occurred in December. The brand ran four commercials 699 times, with the Cyberpunk 2077 spot “Seize the Day,” featuring Keanu Reeves, generating the most impressions (80.3 million). Top programs included broadcasts of college football games, South Park, and Family Guy; Fox, Comedy Central, and FXX were among the top networks delivering impressions.

At No. 3: Nintendo, which generated 159.9 million TV ad impressions from 887 airings of 20 spots. With 28.7 million impressions, “My Way to Play: Minecraft Dungeons,” advertising the Switch, was the brand’s most-seen commercial. Notably, during the period measured, college football was the top programming driving impressions for Nintendo — a break from its usual family/kid-friendly focus. Other top shows included Big City Greens and SpongeBob SquarePants, while top networks included Disney Channel, ABC, and Nick.

Jackbox Games, which advertised on national TV for the first time ever in November, takes fourth place. The brand aired two spots, both promoting Jackbox PartyPack 7, 711 times, and generated 66.2 million TV ad impressions. Its most-seen spot was “Roommates,” with 39.8 million TV ad impressions. Three of the top shows by impressions were Las Vegas, South Park, and Martin, while top networks driving impressions included E!, Freeform, and IFC.

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EA Sports rounds out the ranking with 44.8 million TV ad impressions generated from four commercials that aired 104 times. The Madden NFL 21 spot “Feel Game Day” was EA’s most-seen, with 29.1 million impressions. The brand targeted sports lovers, with the NFL, Monday Night Kickoff, and college football as the top programming by impressions, while top networks included NFL Network, ESPN, and ABC.


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Powering the Astounding Journey of A Plague Tale: Requiem with Xbox Series X|S

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A Plague Tale: Requiem Key Art

With the release of A Plague Tale: Requiem coming October 18, whether you’re familiar with its sequel or new to the series, you may naturally wonder about what technology is in store for this new instalment. Luckily for our impatient, Plague-ready fighting spirits, Nicolas Bécavin from Asobo Studio accepted our invitation to talk about the subject, sharing some of his lead engine programmer’s insight on the game!


Xbox Series X|S are the only Xbox consoles Requiem will be released on. What is the reason for this choice?

We came to this decision early in the process, as we had a shared vision for Requiem; we wanted to create a next step in the adventure, a 2.0 experience, not just a re-enactment of the first game. So, we quickly came to the conclusion that we had to set ourselves free from old-gen constraints to take complete advantage of the new gen. The game’s scope has grown consistently wider this way, with more content and better life expectancy, and heightened game-specific features such as the rats and the environment, resulting in a much bigger game with a fresh feel.

All eyes are on the rats! We’ve seen a mind-boggling number of them in the extended gameplay trailer. Can you tell us more about this new generation of monstrous pests?

Rats are central to A Plague Tale, the horror of the game revolves around them, and we wanted to have that multiplied. The first major visual impact is the number of rats appearing on screen. It’s increased from 5,000 to 300,000. We’ve also reworked the aspect of the swarms they form; instead of creating whirls as in Innocence, their movement will appear as a giant wave, something like a tsunami of rats. Many sequences have been precomputed to best control this effect. They’ve also become more intelligent, they’ll move with more awareness of the environment, will know how to avoid light better. We owe a lot to our own, in-house engine, that we’ve been developing alongside our different projects, as it allows us to focus on such specific features, without having to rely on an external team.

A Plague Tale: Requiem Screenshot

What about character animation, how did your motion capture technique evolve?

Requiem introduces full motion capture to A Plague Tale. Innocence was already using body motion capture; we now have facial motion capture on top. A Plague Tale is a deeply moving tale about the cruelty of the world and it’s so meaningful to have an actress lend a human face to Amicia and communicate the many emotions she’s subject to throughout the game. So, we’re extremely happy to bring this new layer of emotion to the game.

A Plague Tale: Requiem Screenshot

Will there be other important visual enhancements?

The new gen allows for a much more immersive and dynamic visual environment. That includes enhanced draw distance, which contributes to the sense of openness which distinguishes Requiem from its prequel. There will also be a great deal of extra details thanks to the power of the GPU, from improved lighting to more detailed textures. So you can expect a far more vivid experience of the world of A Plague Tale!

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Thanks to Nicolas Bécavin for taking the time to answer our questions! A Plague Tale: Requiem will release October 18 on Xbox Series X|S and PC. The game will also be available day one with Xbox Game Pass for Console, PC, and Cloud Gaming (Beta).

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A Plague Tale: Requiem (Pre-order)

Focus Entertainment


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$59.99

Pre-order A Plague Tale: Requiem to get the Protector Pack DLC! Set out on the right foot in the next chapter of Amicia’s and Hugo’s journey, with an exclusive crossbow skin, extra cosmetics for Amicia, and bonus crafting materials.

Far across the sea, an island calls…
Embark on a heartrending journey into a brutal, breathtaking world twisted by supernatural forces.

After escaping their devastated homeland, Amicia and Hugo travel far south, to new regions and vibrant cities. There, they attempt to start a new life and control Hugo’s curse.

But, when Hugo’s powers reawaken, death and destruction return in a flood of devouring rats. Forced to flee once more, the siblings place their hopes in a prophesized island that may hold the key to saving Hugo.

Discover the cost of saving those you love in a desperate struggle for survival. Strike from the shadows or unleash hell, overcoming foes and challenges with a variety of weapons, tools and unearthly powers.

● Sequel to the award-winning adventure A Plague Tale: Innocence
● A spectacular grounded tale twisted by supernatural forces
● Use a variety of tools, sneak, fight, or unleash hell and rats
● Stunning visuals combine with an enthralling score

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