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Yes multiplatform games can be advertised in one campaign but look at the recent Splinter Cell ad. Its a multiplatform ad in principle but in practice its a PS2 ad. The games availbility for PS2 is stressed and the GC isn't mention with the exception of the small GC logo at the end.
This is a matter of simple demographics and market statistics.
Why should they target ads to the cube, when the reality is that many cube owners wont even look at 3rd party titles.
The cube has the smallest installed user base and the worst demographic profile ( real young user base, percieved or real, the impact is exactly the same), 2 things that make it very unappealing to third parties and to retailers.
If you are a retailer with a limited amount of space and capital to stock games you will most likely start with the biggest system (PS2) and dwindle your stock in accordance to demand (usually based on past performance) for the the others.
The same goes with third parties and thier shipping policies, start with the biggest system and make sure their orders are filled because they are the bread abd butter, then worry about the smaller market, one that most likely wont buy your product anyways (again an assumption based on past performance).
It would be easy to blame this on bad avertising if so many other factors didnt just jump out at you right out of the gate.
How should ubi soft market splinter cell to the cube? With a costly 30 second spot on TV that will be seen by only a few cube owners?
With print ads in game magazines, but these would be generic and target all the systems.
In the case of splinter cell I dont think any of it would matter. The game wont sell well because it just doesnt fit the profile of what sells on the cube. I think ubi soft was simply throwing us a rushed port for the very few of us who actually want the game. Marketing or not, many here have never had any intention of buying this game in the first place.
So IMO dont blame retailers of developers, blame cube owners and nintendo for this dilema.