Magazine article Marketing

Eidos Chooses Feref to Rejuvenate Lara Croft

Magazine article Marketing

Eidos Chooses Feref to Rejuvenate Lara Croft

Article excerpt

Eidos, the troubled video games maker, has handed specialist entertainment agency Feref a pan-European advertising brief to freshen up its Lara Croft, Tomb Raider brand.

The next release of the game, Angel of Darkness, is due on November 15 for PC and Sony PlayStation 2.

It is being billed as the most important launch in the company's history.

It is hoped that the game will turn around disappointing sales that have caused Eidos' share price to tumble 54%, reducing its market value to pounds 195m.

It also comes on the back of speculation this week that French rival Ubi Soft is gearing up to make a bid for Eidos, although the company claims it is not for sale.

Angel of Darkness aims to provide a richer gaming experience than previous versions, putting Lara Croft in a 'darker, deeper' environment than before.

The five previous versions of Tomb Raider have sold 28 million copies worldwide. Angel of Darkness is the first Lara Croft release for two years and the first developed for PlayStation 2.

Croft is expected to play a major role in the pre-Christmas games console war on behalf of Sony against Microsoft's Xbox, by which time PlayStation 2 is forecast to have an installed base of more than three million in the UK alone. …

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