G.I. Joe: The Rise Of Cobra

Popular ‘80s boys toy G.I. Joe hits the silver screen in August with The Rise Of Cobra, introducing the time-honoured brand to thousands of new youngsters across the globe.

EA is preparing to mobilise the complementary game release, thanks to its close relationship with the makers of the original action figures, which has spawned games such as Monopoly and Hasbro Family Games Night.
Not only is the anticipation surrounding the film working to the game’s benefit, EA is taking a different approach to movie tie-ins that should ensure this title is a hit.

“The film awareness is picking up and for those who enjoy the film, the game picks up where the film leaves off with a unique storyline inspired by the film, cartoons and toy line,” explains EA’s UK product manger Alice Brandvik.

The Rise Of Cobra takes the form of an accessible third-person action-arcade co-op shooter. Gamers can either work through events from the film and the new storyline that follows it on their own, or team up with a friend in the split-screen mode. The handheld version also has a few unique extras.

“The DS format has been created specifically for the platform with unique top-down action gameplay and the ability to create your own G.I. Joe versus Cobra battles for up to four players via the Wi-Fi DS connection,” says Brandvik.

UNORDINARY JOE
Taking control of the elite G.I. Joe team, players fill the military boots of 12 of the main characters from the film, each with unique weapons and abilities. Not only will the roster appeal to long-time G.I. Joe fans, it will allow newcomers to get to grips with these action figure icons.

Brandvik adds: “We really want to capture fans of the film as well as existing G.I. Joe comic book fans so we’re working closely with Paramount and Hasbro around the film and toy range launches to integrate our TV, print, online and cinema activity as closely as possible.”