Multi-million marketing campaign to ensure Top Five status for Tomb Raider

Billy Langsworthy
Multi-million marketing campaign to ensure Top Five status for Tomb Raider

Forget next-gen console excitement: one of the year’s best-sellers will be a current-gen release and it’s just under two weeks away, says Square Enix.

The publisher tells MCV Tomb Raider can repeat the success of last year’s Hitman and become one of 2013’s Top Five sellers.

“This is unquestionably the biggest game of Q1,” Andrew Larcombe, Square Enix’s UK sales manager told MCV.

“It’s a massive brand, a fantastic product and has an amazing campaign in place. We’ve no doubt that it’ll be in the Top Five games of 2013”.

The firm has embarked on a multi-million pound campaign that takes in cinema, TV and outdoor marketing.

“We’ve been supporting Tomb Raider from a media perspective ever since we first announced the title two years ago – this involved YouTube and social networking activity as well as online advertising around big Lara announcements,” added product manager Elizabeth Blackman.

“As we ran into the launch period, we sponsored the very successful Sky 1 show Arrow and also have a great cinema campaign around high profile movies.”

Ads will also run during the Champions League return leg between Man United and Real Madrid, and posters can be seen around London Underground stations and on buses.

Tomb Raider launches on Xbox 360, PS3 and PC on March 5th.

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Tags: square enix , sales , data , expectations , tomb raider , lara croft , Market Data

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