Ubisoft 2008 Annual Report Download - page 21

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UBISOFT ANNUAL REPORT 2009
Understanding what makes gamers tick
With target audiences and video game consumption constantly
evolving, it’s vital to remain close to the consumers so that
you can create titles that meet and exceed their expectations.
Ubisoft can count on an expert team of market researchers
to understand what makes our gamers tick. Their research
helps production teams better understand and anticipate
consumer perceptions, desires and future needs and factor
those into creative processes. In 2008-2009, approximately
80,000 players, from three and a half to 60 years old, were
questioned at key stages throughout the development
process of our different games. Their comments, reactions
and suggestions were taken into consideration and enabled
Ubisoft to tweak its titles to perfection. The success of a
brand like Imagine® , with more than 13 million units sold
to date, is without a doubt partly due to the involvement of
4,500 young female gamers consulted since the launch of
the franchise in 2007.
Creating successful proprietary brands
Ubisoft has centered its strategy upon the creation and
development of proprietary brands and today has the second
largest internal production force in the industry. There are no
less than 5,750 employees of whom 4,800 creative talents
currently working to bring tomorrow’s blockbusters to life.
This year, once again, Ubisoft reinforced its teams with
1,400 recruitments. The experience, size and international
make-up of our studios spread across 28 countries are all
factors that motivate industry experts to come on board.
Through a continuing strategy of openings and selective
acquisitions, Ubisoft has managed to maintain a competitive
cost structure and retain the freedom necessary to create hits
for the current generation of consoles while simultaneously
starting to prepare for the next one.
Establishing a distribution
network with solid foundations
For more than 20 years, convinced that geographic
proximity is the best way to establish direct relationships
with distributors and gain a deeper understanding of the
needs of our different gamer communities, Ubisoft has
also been focused on establishing a powerful distribution
network. Over the years Ubisoft has managed to win over
the condence of other major publishers who entrust the
group with the distribution of their titles.
Reaching out to gamers
wherever they may be
Our in-store presence is an essential part of the relationship
we build with our different audiences. In order to maximize
visibility for our brands, Ubisoft has developed solid skills
in a wide range of areas including in-store promotions and
event organization. The company’s rst-rate performance
in such areas regularly attracts industry acclaim. This past
year, for example, Ubisoft sales teams were recognized on
both sides of the Atlantic, receiving the 2008 Target Vendor
of the Year in US and the MCV Industry Excellence Awards
in the UK.