BMW M3 Challenge

Europe’s largest independent computer, video and online entertainment developer 10TACLE STUDIOS AG will be delivering goose bumps this September when the first PC fires up the engine of the new BMW M3 Coupé. The racing specialists from London-based subsidiary Blimey!Games show for the first time on PC just what the impressive 420 horsepower Bavarian powerhouse can do in the freeware game ”BMW M3 Challenge”.

For the Munich-based automobile concern the title represents an important part of the communications mix for the launch of the new BMW M3 Coupé. This innovative product is designed to quickly reach a large target group using a free-of-charge distribution system. The partners also followed this innovative communications strategy in financing the mid-six-figure development budget, carried by BMW and other sponsors and through in-game advertising. In cooperation with marketing partner YOGO Media from Düsseldorf allowed renowned partners such as INTEL, Bilstein, Castrol and Sport1.de to be won for the project.

In addition to this project 10TACLE STUDIOS AG is already in the midst of concrete negotiations with a world-renowned firm looking to commission a comprehensive game project as part of an upcoming marketing campaign. The goal is to begin work on the title, which is to have a budget volume in the double-digit millions, before the end of 2007.

For the Germany-based firm the background for the cooperation with automobile concern BMW lay not only in an intense interest in the product to be advertised, but also in the fast-growing market for in-game and online content marketing. New studies predict a turnover volume for 2011 of 971.3 million US dollars generated through in-game advertising. Branch turnover for the year 2006 totalled around 77.7 million US dollars (Source: Yankee Group, 2007).

For 10TACLE STUDIOS the cooperation with BMW represents a consequent continuation of their concentration on cooperating with large brand name partners (such as MTV or FERRERO before this). The firm sees these cooperations as a means to tap the developing market for advertising and advertising platforms in computer and video games and secure a large market share at an early stage.

10TACLE STUDIOS AG CEO Michele Pes: “For years we have been successfully positioning ourselves in a gigantic market of which others are just beginning to take notice. We want to build on that and continue to grow with the market in this area as well. I expect this segment to provide a sizable additional yield for the 10TACLE Group, a yield not yet taken into account in any planning. Others acquire and invest vast sums in doing so – we let our strong products and first-line brand name partners do our persuading for us. “

New PS3 starter pack is for France only

Sony has confirmed that the rumoured new PlayStation 3 starter pack is genuine - but the bundle is only intended for the French market.

An image surfaced yesterday of a starter pack that replaced Motorstorm and Resistance with Heavenly Sword and F1 Championship Edition. At the time, Sony declined to comment.

In a clarifying statement, a Sony spokesperson has now said: "The choice of which titles to include in the Starter Pack, and the freedom to change the titles is up to the individual markets based on their unique market conditions."

"The F1 and Heavenly sword pack is only being introduced in France for the time being, and will be available from the launch of Heavenly Sword in France on 19th September."

Ubisoft could be behind SCi offer

SCi Entertainment, owner of the Lara Croft Tomb Raider computer game franchise, admitted yesterday that for the second time in two years it had received a bid approach, believed to be from its French rival Ubisoft.

The news is likely to arouse interest from Time Warner, which has a 10% stake in SCi; the leading US gaming company Electronic Arts - home to The Sims and Medal of Honour - and possibly Sony.

A deal, however, is by no means certain. SCi warned recently that the delayed launch of Sony's PS3 had hit sales. Its shares plunged to levels not seen since SCi bought Eidos, creator of the pneumatic Ms Croft, in May 2005 and the Ubisoft approach may be mere opportunism.

Shares in SCi closed up 44.5p at 384p yesterday, valuing the company at £332m. Just before July's profit warning, however, they were at 520p and Time Warner bought its stake at 502p a share.

The property magnate Robert Tchenguiz is also likely to play a key role in any takeover as his Thorson Investments vehicle is SCi's largest shareholder with a stake of 15.5%. He acquired the shares from Robert Bonnier, a well-known internet figure and founder of Scoot.com, who had stalked SCi after the dotcom crash

SCi has been in talks before. After seeing off competition for Eidos from the private equity group Elevation - fronted by U2's Bono - it received a bid approach in October 2005. The talks, which are believed to have been with Ubisoft that time too, dragged on but in February 2006 SCi admitted they had come to nothing.

Sony confirms white PSP delay

Sony has denied reports retailers will not be receiving official TV cables for the new PSP Slim and Lite model when it launches in the UK on September 14 - but admitted that the white model has been delayed.

The claims were made in an article on CVG.com earlier this week, which cited an official spokesman for GAME stores as the source of the news.

However, when contacted by GamesIndustry.biz, a Sony spokesman confirmed that the official cables will be available alongside the PSP Slim and Lite at launch.

The spokesperson did concede that only the black version of the new PSP will be available on September 14. The 'ceramic white' PSP Slim and Lite will follow in October.

The TV cables allow PSP users to play PSP games and UMD videos on TV sets, a major new feature of the revised PSP hardware.