A monster-hunting game billed as Sony’s first challenger to Nintendo’s Pokemon range is being backed with a wide-ranging marketing campaign by the platform holder.

Invizimals will be released by SCEE next month, and, in a unique development, will utilise the official PSP Camera to show up ‘invisible’ creatures. The game was devised by Spanish studio Novarama.

Sony is backing the title with impressive TV promotion, featuring 30-second ads on channels including Nickelodeon and Disney XD, whilst the game will sponsor Cartoon Network’s hit show Ben 10 for six weeks in the lead up to Christmas.

A web campaign will also run between October 12th and December 16th.

“With Disney XD and Nickelodeon we have a heavy online campaign – including mini sites on each of these running until the end of the year,” said Sony product manager Claire Backhouse.

“Kids will be able to engage with the brand, monster hunt, sign up and watch reviews and trailers of Invizimals all online  – in a safe environment that parents feel comfortable with.”

Advertorials will run in childrens’ press throughout December, including titles such as Marvel Heroes, Spectacular Spider-man, Scooby-Doo, Ben 10 and Toxic.

Sony is also preparing a cinema campaign that will run around key family movies on show at Christmas.

“I really believe the depth of this marketing campaign
will ensure that Invizimals is the talk of the school yard
and the most requested Christmas PSP game this year,” added Backhouse.