Namco Bandai has told MCV its will spend in excess of £1 million on marketing for its upcoming beat-‘em-up, Tekken 6.

The company has prepared an extensive campaign, incorporating print, online and TV advertising, as well
as the use of social media and sampling to drive sales
for the game in the run up to Christmas.

“The ‘What Do You Fight For’ marketing campaign we have crafted is already helping to position the title as a Christmas Top Ten contender,” marketing director David Miller told MCV. “Every touch-point of the campaign will enforce this, through our massive TV and print campaigns and the amazing viral videos.

“We have also arranged a 17-date nationwide tour and tournament that will crown a new King of the Iron Fist in early November and give one lucky gamer the change to travel to Japan to meet the development team and become immortalised in gaming history.”

Tekken 6 will also have a major presence at the October MCM Expo and the Eurogamer Expo. The game will also be prominent across a range of social media, including a YouTube channel, microsites, Facebook pages and a ground-breaking Twitter game.

Namco Bandai is running a variety of pre-order campaigns with all major retailers, offering several incentives for consumers than invest in the game early.

“The first Tekken was one of the original killer apps for PlayStation and helped to define the 3D gaming experience,” said Miller. “Tekken 6 is without a doubt the best version since that famous debut – it will wow gamers all over again.

“It is undoubtedly Namco Bandai Partners’ biggest release of the year and for the – largely ex-Atari – UK team, the biggest release for several years.”