LOVEFiLM sees games business expand

Following last year's link-up with Ubisoft on Assassin's Creed,LOVEFiLM has announced a similar partnership with the publisher on TomClancy's Rainbow Six Vegas 2 - a move which it is hoped will continuethe momentum for the company's game division.
"Assassin's Creed was a fantastic title to work on as our firstmajor games promotional activity as it was such a highly anticipatednext generation title," LOVEFiLM's advertising sales manager, DionneGeorgiou, told GamesIndustry.biz.
"During its launch, over 250,000 promotional LOVEFiLM-branded envelopeswere distributed and the online content provided a welcome boost forour gaming audience. As a result, our activity provided saliency forthe title in the first week of release, which helped the game debut atnumber one in both our rental and sales charts on its release.

"Games rental demand continues to grow monthly, and isreally reaping the rewards of the success of the Wii - which hasappealed to all ages and sexes - and the PS3 as a Blu-ray player,especially given the latest win in the hi-def industry. We've alsorecently increased our choice by adding DS titles to our offering, andhave launched a new beta homepage for games on the site this monthwhich we're improving all the time."
On the latest partnership, Georgiou was confident that Rainbow Six Vegas 2 would prove to be another success.
"Firstly, it's a fantastic title and part of a very successfulfranchise. Secondly, we know that the theatrical design, story andexciting gameplay will appeal and draw in fans of action and adventuretitles - the Tom Clancy synergy with films is definitely something thatwe can build upon."
But the company has no plans to stop there, and is expecting more partnerships in the future.
"Games are a very important part of our business and animportant offering to our users. We intend on continuing thisdevelopment and evolving our games offering and content further," saidGeorgiou.
"We are in conversation with many publishers on the excitingtitles that are launching this year and look forward to executing moreengaging games campaigns to our audience. Watch this space."
The Rainbow Six Vegas 2 link increases the activity over theAssassin's Creed deal by adding a themed micro-site, linked from theLOVEFiLM website, as well as a Las Vegas competition which users canenter.