It's been a tough six months for the UK industry, but Deus Ex: Human Revolution is shaping up to be the game that will kick-start the turnaround.
Square Enix’s RPG shooter – out August 26th – is being promoted by one of the publisher’s heaviest marketing spends to date. It’s the first big release following the typical summer lull and precedes 2011’s most anticipated titles such as FIFA and Call of Duty.
The Deus Ex TV campaign kicks off during the England vs Netherlands football match on August 10th in a bid to target men aged between 18 and 35 years old.
“Deus Ex is a huge game for Square Enix and the marketing and PR campaigns are ready to ramp up to help us make sure it will be one of the games of 2011,” Square Enix marketing manager Paul Benjamin told MCV.
“Eidos Montreal has combined action, stealth, hacking and social gameplay to create a truly open-ended, choice and consequence RPG masterpiece.”
Ads will take over YouTube and run across game websites to achieve over 50m page impressions. There will be Deus Ex-branded LoveFilm envelopes to attract film fans, while an on-pack promotion with food brand Rustlers will get the shooter in view of supermarket shoppers.
The press has heavily praised Human Revolution, with GamesMaster saying “this has ‘game of the year 2011’ written all over it”.