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Future’s Xbox titles get personal with Fable III campaign

OXM360 and Xbox World 360 subscribers called to arms

27/10/10  – Future, the special-interest media group, is celebrating Microsoft Game Studio’s eagerly-awaited Xbox 360 game, Fable III with a series of personalised back-page adverts, aimed directly at individual readers.

Exclusively for subscribers, the December issues of Xbox 360: Official Xbox Magazine (OXM360) and Future’s independent title, Xbox World 360 feature the campaign, conceived by McCann Erickson in collaboration with Future’s in-house creative solutions team, Future360 and the company’s games ad sales team.

The highly-personalised campaign promotes Fable III: Kingmaker, a smartphone application that puts gamers deep into Albion – the land in which Fable games take place. Fighting on the side of either Royal or Rebel factions, Kingmaker enables players to capture territories from their rivals and earn gold that can be spent within the full game of Fable III, which launches in the UK exclusively for Xbox 360 on Friday, 29th October.

With three versions of the back cover spread across subscriber issues of OXM360 and Xbox World 360, both the in-game Rebel and Royal factions appeal directly to gamers on their own individual covers, while Albion’s King Logan is the focus of the final back-cover. Non-subscribers get a standard recruitment poster.

Simon Maxwell, Group Publisher for Future’s Entertainment portfolio, added:

“We’re delighted to have worked with McCann Erickson on this creative campaign, and judging by the response from gamers posting photos and tweeting about receiving their personalised issues within moments of dropping through the letterbox, they love this very direct communication.  Our games brands have great influence amongst gaming communities and this is another fantastic way publishers can get involved with Future’s portfolio to deliver clear stand-out.” 

ENDS

About Future
Future plc is an international special-interest media group, listed on the London Stock Exchange (symbol FUTR).  Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating over 180 special-interest publications, websites and events.  We hold market-leading positions in games, film, music, technology, cycling, automotive and crafts.  Our biggest-selling magazines include T3, Total Film, Classic Rock, Guitar World and Official Xbox Magazine.  Our websites include gamesradar.com, bikeradar.com, and techradar.com.  Future sells more than 3 million magazines each month; we attract more than 20 million unique visitors to our websites; and we host 27 annual live events.  In addition, Future exports or syndicates publications to 90 countries, making us the UK’s number one exporter and licensor of monthly magazines.

For more information
Will Guyatt, Media Relations Manager, Future UK 01225 822517 or 07788 576505