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Sony digs deep for another megabucks marketing spend

Ben Parfitt
Sony is preparing its fourth million-pound spend on a PlayStation 3 game this year, MCV understands.

The seven-figure backing for Uncharted: Drake’s Fortune follows similarly lavish promotions for the likes of Motorstorm, Resistance: Fall Of Man and Ratchet And Clank: Tools Of Destruction.

And Sony has done its financial utmost to ensure its latest major first party title gets plenty of exposure this Christmas period.

“We’ve given Drake’s a similar marketing budget to Resistance: Fall of Man,” explained product manager Phil Lynch. “A million pounds goes some way to illustrating how we want as many people as possible, both lifestyle and hardcore gamers, to see and play this title.

“We’ve recorded all of the footage for our Uncharted ad directly from a PlayStation 3 console, which we’re very proud of. We’ve booked extensive 16 to 34 male slots for November and December. And the ad will be in cinemas from the end of November through to December.”

Sony has also partnered with popular movie magazine Empire to create a piece about ‘every man’ heroes in film and how Nathan Drake shares their qualities.

“Our online campaign is one of the most ambitious and engaging I’ve ever been involved with,” added Lynch. “The creative will be hosted on some of the UK’s biggest and best gaming and entertainment sites.”

The action title, which hits stores next month, sees players take on the role of eponymous hero Nathan Drake, who must fight to survive on an island full of savages and mercenaries.

Uncharted: Drake’s Fortune was developed by renowned studio Naughty Dog – the brains behind classic titles including Crash Bandicoot and Jak and Daxter.

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Tags: sony marketing , drakes fortunes

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