Codemasters believes in new IP, connecting with consumers
by Richard Mitchell 
{ Nov 2nd 2009 at 6:30PM }
Cousens noted that it's easy to understand why retailers want to give shelf space to familiar titles, but he believes that this practice eventually "wears a bit thin" and that some shelf space must go to new IP. Aside from this, he explained that publishers have to promote awareness of their products through direct marketing. "Shelf space is the equivalent to air play for music," said Cousens, "so you work it by establishing direct-to-consumer links, and then through those links start to create new IP and give them what they want."
Reader Comments (Page 1 of 1)
Zexion_VI @ Nov 2nd 2009 6:40PM
THey believe in new Internet Protocols?
Traceur_Ryuk [Founder of The Anti-EMCB(tm) Brigade] (PSN: Ryuk_shinigami) @ Nov 2nd 2009 6:48PM
Abstract old article references FTW
snaketriex @ Nov 2nd 2009 6:41PM
honestly, companies do need to experiment with new ideas, and the fact that it requires a lot of money isn't necessarily true at all. Some of my favorite games are cheap indie games like world of goo which was made on an incredibly small of budget of nearly nothing. Companies just have to get more creative and stop thinking they need Hollywood effects in their games
IcelandTerrorist (stormtrooper190) @ Nov 3rd 2009 10:18AM
I want new IP!
CH3BURASHKA @ Nov 2nd 2009 6:58PM
*sigh* Is this honestly news? An opinion shared by a majority of companies/gamers share being announced by an entity?
samfish [wants to know: do midgets have night vision?] @ Nov 2nd 2009 7:02PM
Heh heh heh- that logo looks like sex.
Adam @ Nov 2nd 2009 7:16PM
coming from the guy with the naked Peach avatar... color me suprised.
David @ Nov 2nd 2009 7:19PM
he can go ahead and be an optimist, but dead space got punched in the face sales-wise during a holiday season while resident evil 5 went on to sell millions the next february.
this guys couldn't be any less savvy about how to make money when times are rough. i'd like for him to be right (i think we need more IPs, especially in the face of all the franchise milking that goes on these days), but it's just not gonna hold up when it comes down to making cold hard cash.
SoulBlade @ Nov 2nd 2009 7:19PM
hmm.. the ability to be experimental can have serious financial ramifications. im not sure that's a risk you want to take during a recession.. unless its taken during a barren period of releases then it might have a bit more success.
Nigeria: Charmy Bee DF @ Nov 2nd 2009 7:32PM
Experimental and innovative: Pure, Fuel, Dirt.
You really couldn't make it up.
TriviumSuffocationTheBlackDahliaMurderLambOfGod @ Nov 2nd 2009 9:45PM
Sweet. I can't wait for more games like Turning Point: Fall of Liberty and Damnation.
NOT!
Codemasters releases these games with no polish, then they let them die (no patches, nothing).
Magic @ Nov 3rd 2009 10:32AM
IIRC, those games were all third party ones, I presume Codies are referring to or are now focussing on their internal games (racing and OFP at least).
Squid @ Nov 3rd 2009 12:05PM
Oh look, a bunch of marketing copy.
Ghen @ Nov 3rd 2009 4:47PM
Codemasters can believe whatever they want and I will suck it up every time. Ever since the first press release they put out its been nothing but pushing the boundries on game development with a passion for gaming. Their games are some of the best and innovative ones I've seen to date and I only expect good things going forward.
If they don't get bought out that is :(
grex9101 @ Nov 3rd 2009 4:55PM
Codemasters suck.
If they can't even fix the glitched achievement in GRID they can go fuck themselves. Lazy bunch of tossers.
Joanna D @ Nov 3rd 2009 6:01PM
F1 2009 is my most wanted game of the year. Thanks Codemasters!
Einhanderkiller @ Nov 3rd 2009 6:57PM
Aaa nnazcb b