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.”
