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After suffering staggering sales losses last year, videogame publisher Midway is counting on a new marketing team, increased ad spending and a line of M-rated games to reverse its fortunes.
The veteran publisher, which is best known for its Mortal Kombat franchise, will double its ad budget this year to better compete with category leaders such as Electronic Arts. In the company’s first big volley, the Ayzenberg Group, an independent shop in Pasadena, Calif., will break a $7 million campaign next week to tout the new title NBA Ballers.
The Chicago-based game maker spent about $10 million on media for its entire portfolio last year, according to Nielsen Monitor-Plus.
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