Launching new IP into the games retail marketplace might be tough, but having a striking point-of-difference like NeverDead’s immediately sets the title apart.
The new property from Konami pits players against a horde of ancient demons. We know – so far so usual. Gamers control an immortal demon hunter called Bryce Boltzmann and his sidekick Arcadia. But rather than the usual running and gunning found in other shooters, NeverDead introduces a more interesting mechanic.
As Bryce gets attacked and his limbs are ripped from his body, players can throw them back at their enemies as weapons, whether it’s flailing legs or hands still firing a gun. In fact, this outlandish mechanic becomes central to NeverDead’s gameplay, with players able to roll Bryce’s head into hard-to-reach areas to progress.
Plus, former Metal Gear Solid 2, 3 and 4 designer Shinta Nojiri created the title, putting it in good stead.
“As the brainchild of Kojima Productions ingénue, Nojiri gives NeverDead an enviable heritage and continues Konami’s plans to marry Japanese gaming talent with that of the cream of Europe,” Konami’s PR and marketing executive Brian Ayers tells MCV.
“It’s an exciting new IP, and one of the most striking and original titles to hit shelves in a very long time.”
Konami will promote NeverDead with print ads in mainstream and specialist games publications, as well as online banners on games and lifestyle web portals.
Rock act MegaDeth is even on board, having written the game’s title song. The group will promote NeverDead in rock publications with interviews and competitions.