LOVEFiLM partners with Ubisoft

DVD rental firm to use Assassin's Creed in major games push.

LOVEFiLM, best known for DVD rentals through companies such as AOL, Tesco and WHSmith, is to utilise its marketing resources for a first major games campaign.

Although the company already offers game rental and purchase through its web site, most marketing has until now focused on the film side of the business.

However, the company is partnering with Ubisoft for a big promotion to coincide with the launch of Assassin's Creed - which will include 500,000 email newsletters, 250,000 branded envelopes and high visibility on the web site.

Chris Bird, head of marketing services for LOVEFiLM underlined games as a mainstream entertainment medium: "The phenomenal development seen in recent games titles has catapulted them into a league of their own, to the stage where releases are now seen as major events in their own right."

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