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Focus magazine, a small skateboarding title, hooked a media sponsorship with Activision, the publisher of the skateboarding video game Tony Hawk’s Proving Ground, and saw subscriptions to the magazine grow 10 percent since October of last year.
In the video game, which incorporates Focus into the play, getting featured in Focus magazine helps improve a player’s “street cred,” writes Folio.
In return, Focus promoted the game with a newsletter supplement in the magazine and on its website. The online element of the campaign included news updates, blog posts and weekly contests.
The game launched on Oct. 15, and since then, Focus has increased subscriptions 10 percent and has penned deals with distributors in Australia and Japan.
Proving Ground is a game for Xbox 360, Nintendo’s Wii and Playstation. Focus magazine is available for free in retail stores on the East Coast.
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