Rockstar Games is spending big to ensure Red Dead Redemption becomes its biggest game of the year.
The publisher has huge expectations for Redemption following glowing reports from the press, and hopes it can stand besides GTA as its next blockbuster franchise.
The Wild West action title will benefit from a huge pre-launch TV push and the firm’s first cinema campaign.
“This is our most ambitious game to date and our biggest UK release this year,” said Rockstar GM Neil Stephen.
“We are spending a larger proportion of our TV budget pre-launch than we ever have before to ensure Red Dead Redemption is established as a massive triple-A title.
“For the first time as a company, we will be running an on-screen cinema advertising campaign. We think the cinematic nature of the game makes it a perfect fit for cinema and we will be executing a nationwide ad campaign targeting the audiences of Robin Hood, Iron Man 2 and Prince of Persia.”
The cinema campaign will be supported with foyer posters where consumers can download content from the game via Bluetooth.
The publisher has signed deals with companies such as IGN, Gamespot, YouTube, Microsoft and LoveFilm for free movie downloads and Xbox Live content.
“The game has garnered an incredibly positive reception from the gaming and lifestyle press with many outlets placing Red Dead Redemption as a possible game of the year contender,” added Stephen.
“In terms of sales projections, we are aiming high and as such are focusing more attention on retail channels than ever before. Once the game is released we expect that word of mouth and our massive launch media campaign will propel the game to excellent sales.
“This leaves us with very high expectations for what we think is our next blockbuster gaming franchise.”