Tekken 6

Atari – as we knew them in Europe, folks – had some pretty big titles over the years, remember?
From Chronicles of Riddick to Alone In The Dark and Test Drive Unlimited, the publisher wasn’t shy of proper, triple-A product.

Since then, Namco Bandai Partners has taken on the firm’s distribution business in Europe – filled with ex-Atari staff. So when that company’s top execs tell us that Tekken 6 is the biggest game they’ve dealt with for years, it gives you an idea of just how huge it is.

“Tekken 6 is undoubtedly Namco Bandai Partners’ biggest release of the year and for the – largely ex-Atari – UK team, the biggest release for several years,” explains Namco Bandai Partners UK marketing manager David Miller.

FIGHTING TALK
The game’s biggest unique selling point is its full 1080p High Definition display, the first time the Tekken franchise – nay, almost the whole next generation fighting genre – has reached such crystal clear heights.
The title contains the largest-ever array of characters, stages and moves the franchise has ever seen – which should be more than enough to keep players busy for months.

Also included is a retro-style campaign mode, reminiscent of classic ‘80s side-scrolling action games – which can be played solo or co-op.

And alongside the standard 360 and PS3 SKUs will sit a very special limited edition Hori arcade-stick bundle pack and a Collector’s edition, which will contain an art book, poster and branded hooded sweatshirt. Unsurprisingly, with such a massive release on its hands, Namco Bandai Partners isn’t skimping on the marketing spend. Well over £1 million will be spent to “ensure Tekken 6 is on every gamer’s lips in the run up to Christmas,” according to Miller.

He adds: “The What Do You Fight For marketing campaign we have crafted is already helping to position the title as a Christmas Top 10.

“Every touch-point of the campaign will enforce the message, whether through our massive TV and print campaigns, the ground-breaking Twitter game, the amazing viral videos or the 17-date nation-wide tour and tournament that will crown a new King of the Iron Fist in early November and give one lucky gamer the chance to travel to Japan to meet the team and become immortalised in gaming history.”