Ubisoft 2006 Annual Report Download - page 22

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UBISOFT • 2007 ANNUAL REPORT
close to the
consumer
ll along the chain of opera-
tions, from market analysis to
creation to after-sales service,
ubisoft teams never lose sight
of their ultimate goal – deliver
novel gaming experiences.
AUNDERSTANDING CONSUMERS
Ubisoft is constantly striving to meet consumer expectations. In
order to remain close to gamers, the group relies upon a team
of experienced marketing research experts whose work,
particularly in the domain of consumer studies, helps teams to
better understand the perceptions and desires of consumers
and anticipate their future needs.
These teams gather consumer feedback at several stages –
before, during and after the development process – using a
variety of research methods, both qualitative and quantitative.
Recently, Ubisoft market research teams have made particular
strides in understanding “non-traditional” gamers, such as
women, girls and seniors.
IN THE RIGHT PLACES
AT THE RIGHT TIMES
Ubisoft’s business organization is also made up of some of the
industry’s foremost operational marketing and distribution teams,
who play a crucial role in maintaining consumer proximity.
These teams are consistently recognized for the quality of their
work, receiving awards in numerous countries. For example, the
UK Trade Marketing team was honored at this year’s MCV Industry
Excellence Awards, in London. US Marketing teams brought home
eight awards at this year’s MI6 Awards Show organized by the
Association of Electronic Interactive Marketers (AEIM), including
the “Most Innovative Marketing Strategy Award” for Tom Clancy’s
Rainbow Six®Vegas “Save-Vegas” Viral Campaign.
Working hand-in-hand with marketing teams, Ubisoft’s
distribution network is responsible not only for ensuring that
the games make it into the stores, but also for building close
relationships with retailers and communicating their learnings
to other departments within the group.
“Ubisoft market research
teams have made particular
strides in understanding
‘non-traditional’ gamers.”