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Case Study: How Digital Asset Management Helped a Videogame Manufacturer Efficiently Market Its 1,000 Titles

by Laurie Lande  |  
December 18, 2007

Company: Ubisoft
Contact: Allen Adler, Vice President of Creative Services
Location: Paris, France
Industry: Retail
Annual revenue: $981,000,000
Number of employees: 4100

Quick Read:

Paris-based Ubisoft develops and distributes entertainment products globally, including more than 1,000 videogame titles. Keeping track of the marketing collateral for such a huge inventory was a challenge for the US-based marketing team, which found itself spending more time finding and organizing old assets rather than developing new ones. Installing a digital-asset management system to organize audio and video files, photographs, and advertisements was the first step in solving this problem.

The second, equally important step was getting geographically dispersed users to be comfortable using the system system. To do that, Ubisoft managers gave the software a fun name and launched it with an internal awareness and trivia campaign that offered workers clues about how it would benefit them. That approach helped garner widespread employee participation, and now the creative and marketing groups have embraced the software.

As a result, Ubisoft employees are much more productive with their marketing campaigns, because they no longer waste valuable time chasing files. This has cut down the time needed to launch marketing campaigns for new titles, allowing the department to be more efficient in its marketing and in its external coordination with Ubisoft's many retail partners.

The Challenge:

Paris-based Ubisoft is an international developer, publisher, and distributor of interactive entertainment products. It has subsidiaries in 23 countries and distributes its products in 50 nations. Its main videogame inventory is huge: It produces over 1,000 titles, including Tom Clancy's Splinter Cell, which has sold an impressive 18 million units. So Ubisoft's creative team is under constant pressure to produce eye-catching marketing content to support the promotion of new and existing videogames.

"It was a challenge managing such a diverse set of creative assets for all our marketing materials across a multitude of channels," said Allen Adler, US-based vice-president of creative services. "When people internally would ask us for the most up-to-date version of a file, promotional materials, or packaging, we often had to scramble to deliver it, and our team would lose valuable design time simply chasing files."

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