(By Greg Engle)
Posted: Thursday,February 26th, 2009
(By Michael Smith, Sporting News NASCAR Wire Service)
EA Sports’ whimsical new NASCAR game represents a strategy shift that could lead to an overhaul of the sport’s gaming category.
Declining sales from the “NASCAR ‘09″ game, a desire to reach a broader audience and the need to create a game that fits the Wii console were all integral to the formation of “NASCAR Kart Racing,” which hit store shelves the week of the Daytona 500.
EA’s “NASCAR ‘09″ game can still be purchased, but the formation of new games in that line is on hold.
“The old game was more for the simulation players, the serious gamers,” said Randy Chase, EA’s product marketing manager. “This is more lighthearted, something that’s more fun for the entire family. We look at it as a respectful caricature of the sport.”
“Kart” also comes out in the final year of EA’s licensing deal with NASCAR. Blake Davidson, managing director of NASCAR’s licensed products, said the sanctioning body is talking to EA about a renewal, but also is considering a nonexclusive approach that might open the category to other game makers.
“We’re in the process of figuring out what’s the best model for us and how do we position ourselves in this space,” Davidson said. “Do we continue with an exclusive model or go nonexclusive? Do we need annual releases? This is a very important category for us.”
Gaming ranks among the top five revenue-producing licenses for the NASCAR industry (the sanctioning body and teams), Davidson said. For EA to create a licensed game with authentic drivers and cars, it must secure licenses from NASCAR and each of the teams represented.
But the “NASCAR ‘09″ franchise typically didn’t refresh a great deal from year to year, other than sponsor changes on driver firesuits and cars. The tracks, the personalities, mostly stayed the same, which has led NASCAR and EA to rethink the idea of annual releases.
The sanctioning body also is considering multiple game makers to broaden the variety of games offered, so both serious and casual gamers can be addressed. EA has had exclusive rights since 1997.
Presale orders for the Wii-based “NASCAR Kart Racing” were up over last year’s presales for “NASCAR ‘09″ on PlayStation and Xbox combined, but EA doesn’t release specific sales numbers. “Kart” retails for $39.99, while “NASCAR ‘09″ has been discounted from an original price of $59.99 to $29.99 on EA’s Web site.
The “Kart” game is designed to have more of a cartoon look and appeal more to families and children than the old simulation-style game. While some of the drivers and cars are authentic, others are fictional, such as the drivers for the Sprint and Coke Zero cars. The tracks are also exaggerated so that racers, for example, drive through the surrounding mountains before emerging onto the track at Bristol.
“The early reports have been very good,” Davidson said. “The Wii platform has given us a chance to branch out and try something different that could help expand the reach of the sport and that’s important. Video games have traditionally been a good way to introduce NASCAR to kids.”
EA is supporting the launch with product placement in a Gillette Young Guns commercial and a back panel position on Kyle Busch’s No. 18 M&M’s Toyota for the Atlanta race in March.
This marks the first time EA has timed the release of its NASCAR game with the season-opening race. Previous releases have been in the summer.
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