They built in a certain amount of leniency into the rhythm and precision detection, but to say that it's smoke and mirrors simply isn't true. They have constructed symmetrical movements using natural body dynamics to identify how well someone is playing even with just one controller. They just looked at the Wii remote as an extension of the players' hands and body.
"At first we used the nunchuk as well, but found that the wire would hit you in the face and that you lost that sense of freedom you want when dancing. The system we use takes into account the way you move, dance and handle the Wii Remote to offer more precision in the detection frames. This is seamless for the player, but it takes a lot of work to enable the proper detection through a single input device."
The game features a DDR-esque scoring system, measuring the player's performance on a wide variety of factors. “If you want to be in time and accurate, you have a much higher chance if you follow both arm movements and keep the rhythm with both your lower and upper body. So essentially, you're better off doing what the dancer is doing... Otherwise you will find the transitions difficult to match."
Distribution
- The game is available to the consumers in a variety of ways both through the internet and through stores. By typing in the game title within the internet you get a number of possibilities however popular sites include ‘Amazon’ ‘Play.com’ ‘Tesco’ ‘HMV’ etc. Basically every store which sells video games will most likely sell the just dance wii game. So you can get it both online and in stores.
Marketing
- 3rd party marketing as just dance is created by ubisoft.
- Broad target market shown through advert as advert includes various ages and social classes.
- Point of sale marketing – virtual items such as winning extra content by texting a specific number.
- Viral marketing – facebook, own website, banner advertising e.g. on MSN.
- Synergy – using well know pop songs
- Technological convergence – strike a pose app and fan of the week. Ubisoft are giving copies of Just Dance to lucky revellers and are also giving away festival tickets as prizes through a dedicated Facebook page www.facebook.com/justdanceuk.
- thefield have launched an experiential festival tour for the Ubisoft Wii game, Just Dance. Consumers are encouraged onto the disco bus by professional dancers and can dance a long to a tune from Just Dance. Observers can also take a seat amongst palm trees in one of our branded deck chairs or bean bags in the Just Dance 'chill out zone'.
- Just Dance gamemaker Ubisoft recently received multiple MI6 Game Marketing Awards for Just Dance game marketing:
- Ubisoft's Just Dance has achieved sales of two million units since its release in November, making it the fastest selling new IP by a third-party on the Wii.
- “The consumer response to Just Dance has been overwhelming,” said John Parkes, EMEA marketing director at Ubisoft. “With Just Dance’s success we’ve seen a renewal of the music video game genre, as this is truly a game that is accessible and enjoyable for everyone.”
Consumption
The game is easily consumed through your TV by connecting the wii with the TV. You can play different types of games. ‘Just Dance’ when you literally just dance with a single player just for fun. You can also play through ‘Dance Battle’ where you can have up to 8 players against each other with different types of playing modes within this for example Simon says or duets. And finally there is a work out mode called ‘Just Sweat’.
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