Magazine article Marketing

Commodore Declares War on Nintendo and Sega

Magazine article Marketing

Commodore Declares War on Nintendo and Sega

Article excerpt

Commodore has finally declared war on the booming video game companies that threaten to run away with its business.

It is about to unveil an aggressive marketing strategy pointing out the advantages of home computers over Sega and Nintendo - including pushing their "educational" value to parents.

Commodore's new offensive is likely to surface this autumn, just as the video game brands unleash their pre-Christmas advertising blitzkriegs.

The move follows a series of upheavals at Commodore UK's Maidenhead headquarters prompted by the start of the firm's new financial year on July 1.

Managing director Steve Franklin, credited with transforming the Amiga computer from an also-ran to a million-selling moneyspinner, has taken charge of Commodore's stuttering CD-TV operation across Europe in a bid to repeat the trick. He is replaced by former sales director Kelly Sumner.

Commodore has also dumped ad agency Evans Hunt Scott and consolidated its entire budget within Laing Henry. Last year the firm spent [british pound]3.9m (Media Register) pushing the Amiga, C64, CDTV and business computer brands. …

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