Forget Lady Gaga: Just Dance fans in Italy and India get down to their own tunes

Just Dance wants to take over the world through dance.

With emerging markets on multiple continents, publishers who aren’t gearing up for releases across the world risk ignoring the biggest industry opportunities in decades. And that is something that Ubisoft is not prepared to do, particularly with its Just Dance brand. I recently spoke over the phone with brand director Marine de la Seigliere and associate creative director Veronique Halbrey to discuss what it takes to create separate, regional versions of each Just Dance release for different audiences around the globe.