Lost Planet 2 is one of Capcom’s ‘big three’ titles this year, setting itself up to surpass the success of the original Lost Planet: Extreme Condition – an All Format Chart-Track No.1 in January 2007.
As a single-player and multiplayer action epic, players are pitted against giant aliens in a jungle wasteland. Mixing the third person genre with big guns and even bigger bugs is a combination Capcom has faith in.
“As the sequel to the million-selling Lost Planet our expectations are high,” says Capcom’s UK product and community manager Karl Reader.
“And expectations from the consumer are equally high. Our campaign tagline has been ‘Kill Big’ and that’s exactly how we intend to deliver: big.”
The original Lost Planet was a critical smash on release, selling over 2.8 million copies worldwide. It was also backed by a high-profile TV marketing push, something Capcom is looking to replicate with its sequel.
Furthermore, triple-A sequels for Xbox 360 and PS3 have had a good time of it so far this year, with Mass Effect 2, BioShock 2, Just Cause 2 and Bad Company 2 all topping the charts.
THE LOST WORLD
Lost Planet 2 is set on the original games’ planet E.D.N. III ten years after the events of the first game. Its once frozen plains have been heated up by human explorers to reveal exotic jungles and barren deserts.
Gameplay is predominantly a mixture of third person shooting, exploring and co-op, with players able to take control of giant mechs and change the course of the game’s storyline.
Reader adds: “We’re really hoping to capture the public's imagination with new features like four-player co-op, deep customisation, spectacular enemies and huge robotic suits to fight in.”
Lost Planet 2 also boasts a variety of cameos from other games, including Frank West from Dead Rising and Albert Wesker from Resident Evil. Meanwhile, the 360 version gets Marcus and Dom from Gears of War and the PS3 edition features a heavily armoured hunter from the Monster Hunter series.
“The sequel is so much bigger than its predecessor it’s barely comprehendible – in particular the enemy Akrid bosses that fill the screen. One of which is half the size of the planet the game exists on.
“We also have a new character customisation system, the possibilities of which run just short of one million variants. It really is that massive.
“The game will also be the first to be developed on Capcom’s updated proprietary technology, MT Framework 2.0, which means it'll be the most technically accomplished game we've ever created.”
PLANET-SIZED PRESS COVERAGE
As MCV goes to press, early reviews for Lost Planet 2 have been positive, with a string of high scores from the media.
Official Xbox Magazine branded the title a ‘Must Buy’ and awarded it eight out of ten, while PSM gave it nine out of ten.
As well as consumers and critics, Capcom says the game is just as important as the publisher’s other key releases this year.
Reader says: “This is one of the big three in Capcom’s portfolio and along with Dead Rising 2 and Super Street Fighter IV, forms part of a release schedule that is comparable to any other publisher’s over the next six months.”
With an established name, mammoth advertising campaign (see Killer Marketing), new online functions and a series of in-game Capcom cameos, Lost Planet 2 is looking to reach triple-A heights when it hits UK retail.
Lost Planet 2 will be released for Xbox 360 and PS3 on May 11th, with a PC version to follow in the autumn.
Capcom has an extensive ‘Kill Big’ UK marketing campaign planned, encompassing the following:
– The firm has booked 30-second and 60-second TV ads targeting 16 to 34 year old males. The adverts will run during Sky Sports’ Champions League and Premier League football games, as well as film premieres across digital and terrestrial channels.
– Online advertising will run across lifestyle websites including The Sun, Sky Sports and Spotify and specialist gaming sites IGN, Eurogamer and Gamespot. A social media and community campaign will further target gamers.
– A ‘street-talking’ outdoor campaign will take place in phone boxes across major UK cities. Capcom has also partnered with LoveFilm to reach over one million subscribers through targeted envelopes and site takeovers.
– Video-on-demand advertising partnerships have been formed with Channel 4, BT, Virgin and Sky throughout May and June.
– Lost Planet 2 goodies will also be available to those who pre-order the new game.
– In the US Capcom is running an additional campaign named ‘Kill Big for Charity.’ This deal pledges to donate $20,000 to charity once the Lost Planet 2 multiplayer demo tops one million downloads.