LOVEFiLM expects Creed to top its game rentals, sales

LOVEFiLM, Europe's number one online DVD rental service, expects Assassin's Creed to top sales and rentals this holiday season.

"Assassins Creed will definitely be up there; our audience have already heavily pre-ordered this and the sure scale of the experience is very cinematic, so will prove popular amongst film fans," Chris Bird, head of marketing services for LOVEFiLM, told GamesIndustry.biz.

"Kane and Lynch will also do well, as will Call of Duty 4. FIFA 08 and PES will also be 'must buy' for anyone getting a new console over Christmas."

In a first for the company, LOVEFiLM recently teamed with Ubisoft to promote the game through online advertising as well as specially-branded rental envelopes.

"The Assassin's Creed envelopes looked fantastic - the artwork really gave the game a blockbuster movie feel, and the envelopes went a long way to create engagement with the product," Bird said.

"We've sent out over a quarter of a million envelopes to date, and we've even had customers emailing in asking for extra envelopes - they're quite collectable."

Known for its DVD rentals, LOVEFiLM has also run a game rental/purchase service and seeks to increase its presence in that market.

Bird has seen a growing interest in game rentals, as well as Blu-ray and HD-DVD movies, as more users begin to upgrade to PS3 and Xbox 360.

"Customers tend to hold onto games longer than they do movies, but we now offer customers they chance to set up 'games only' lists, alongside DVD lists, so they'll always have a game rental with their movie rental," he noted.

From LOVEFiLM's point of view, this should be a record game-related Christmas.

"As with DVDs this year, there's never been a better Christmas for games fans; so many great next-generation titles are offering players a completely different experience from two or three years ago," Bird said. "It's going to be great!"