Most Anticipated Blockbuster Game of the Year Arrives Today as “Gears of War 3” Hits Store Shelves

London 20 th September 2011 — At the stroke of midnight last night, the blockbuster season officially ignited with a bang, as “Gears of War 3” hit store shelves with more than 20,000 retailers worldwide marking the occasion with midnight madness events. The blockbuster game’s marquee launch event in London saw over 500 fans flock to the midnight launch event at GAME’s flagship store on Oxford Street, London.

“Yesterdays launch of ‘Gears of War 3’ kicked off the biggest season of blockbuster games in the history of Xbox 360,” said Microsoft Corporate Vice President Phil Spencer. “The team at Epic Games has raised the bar yet again and we’re extremely excited to see fans around the world get their hands on the game and jump into the action.”

Featuring cinematic storytelling penned by New York Times bestselling author Karen Traviss, and what a campaign reviewers are calling “ one of the most exciting on any system 1,” and a multiplayer experience that “ feels more like four fully-formed and polished games 2,”  “Gears of War 3” is being hailed by fans and critics as this Christmas’s first must-have and “ everything a triple-A blockbuster should be 3

“This is our biggest ‘Gears’ game yet, and even though it’s the third installment in the trilogy, it’s the easiest to jump into if you’re a new fan,” said Epic Games Design Director Cliff Bleszinski. “We’ve added more co-operative gameplay options and built in accessibility features throughout the game to make it approachable and fun for new players and series veterans alike.”

Developed by renowned studio Epic Games exclusively for Xbox 360, “Gears of War 3” is the climactic conclusion to one of the most celebrated and memorable sagas in gaming history. The last bastion of humanity lies in ruins, and amidst the shattered remnants of civilisation and ominous whispers of almost certain extinction, Marcus Fenix and Delta Squad must take up their Lancers and make one final stand for survival against the cataclysmic threat of the infected Lambent horde.  

Developed exclusively for Xbox 360, “Gears of War 3” is available worldwide, and is available in three distinct editions – Standard (£49.99), Limited (£59.99) and Epic (£99.99). For additional details on the game, please visit: .



1 Source:

2 Source: G4TV

3 Source: Official Xbox Magazine

Gears of War 3 is rated BBFC 18

For launch event photos, download: Midnight madness

For sizzle reel visit:

Password: xbox360               

For additional game assets, please visit:

UK EDITOR’S NOTE: Please only publish UK and BBFC related assets and any trailers must be hosted behind a compliant age-gate with NO EXCEPTIONS   

For consumer media enquiries, please contact:

Baz Singh / 020 3047 4024 /

Claire Edwards / 020 3047 2340 /

For Xbox 360 specialist media enquiries:

Dominic Carey / 01189 095334 /" target="_blank">

For the latest Xbox news and announcements, please subscribe to the Xbox News RSS feed at or follow us on Twitter @tweetbox360.

About Xbox 360

Xbox 360 is a premier home entertainment and video game system. With the addition of Kinect, Xbox 360 will forever transform social gaming and entertainment with a whole new way to play — no controller required. Xbox 360 is also home to the best and broadest games as well as the largest on-demand library of music, standard- and high-definition movies, TV shows and digital games, all in one place. The entertainment centre of the living room, Xbox 360 blends unbeatable content with a network of 35 million Xbox LIVE members to create a limitless entertainment experience that can be shared at home or across the globe. More information about Xbox 360 can be found online at .

About Xbox LIVE

Xbox LIVE is the online entertainment service for your Xbox 360, connecting you to an ever-expanding world of games, movies, music, sports and social entertainment. Xbox LIVE lets you play the best games, enjoy the largest on-demand library on any console, listen to millions of songs and share the fun with friends around the world. Xbox LIVE is now also available on Windows Phone 7 putting the power of connected entertainment in the palm of your hand. Xbox LIVE is the exclusive home of controller-free online entertainment through Kinect, making your Xbox 360 more intuitive and interactive than ever before. With an active community of 35 million people across 35 countries, Xbox LIVE provides you with instant access to the entertainment you want, shared with the people you care about. More information about Xbox LIVE can be found online at   

About Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

Note to editors: For more information, news and perspectives from Microsoft, please visit the Microsoft News Center at . Web links, telephone numbers and titles were correct at time of publication, but may have changed. For additional assistance, journalists and analysts may contact Microsoft’s Rapid Response Team or other appropriate contacts listed at


Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at