Sony has predicted that Uncharted will become a long-running successful franchise – and could even become as synonymous with the PlayStation brand as the likes of Gran Turismo, Buzz and SingStar.

The firm is expected to release the eagerly awaited second game in the series, Uncharted 2: Among Thieves, in October.

“In terms of the style and tone, the game is inherently PlayStation, it’s a technical and graphical showcase of the power of the PlayStation 3 and the fluid, accessible gameplay and storyline mean that Uncharted 2 is a perfect storm in terms of an exclusive IP for our platform,” said Sony product manager Phil Lynch.

“Uncharted is now an established brand in the gaming market and Naughty Dog have managed to develop a new, contemporary and credible hero in Nathan Drake,” added Lynch. “With this in mind, Uncharted 2 is of huge importance to our line-up now and in the future.”

Sony has teamed up with online and High Street retailers for a comprehensive Uncharted 2 pre-order campaign, with each chain offering consumers a different incentive.

“Pre-order numbers are becoming more and more important, both for retail to get a barometer of the consumer level of demand and, of course, pre-order charts are a good way for consumers to see how well a title is performing pre-launch, adding credibility and buzz to the release,” added Lynch.

The partnerships have been drawn up as part of an extensive marketing campaign for Uncharted 2: Among Thieves.

Premium TV advertising will begin at the end of the month. The 10-second teaser ads will end on a cliffhanger and direct viewers to the pre-order website.

Online ads across Gamespot and Eurogamer will also drive pre-orders, all focusing on the action aspects of the game.