This trade spotlight looks at The Last of Us, the latest from Uncharted developers Naughty Dog.
We detail the in-game features, related products to stock in-store and the marketing plan for the game.
SCE UK product manager Josh Walker also tells MCV why The Last of Us is a reason as to why there has never been a better time to buy a PS3.
The Last of Us is released on June 14th.
- The Last of Us is the latest PS3- exclusive title from Naughty Dog, the studio behind the Crash Bandicoot and Uncharted series.
- The game is a blend of action and survival horror and focuses on Joel and Ellie, two survivors of an apocalypse that has wiped out most of the US.
- Gamers control Joel, an adult who has promised a friend that he will look after Ellie, a young girl. After a fungus destroyed most living creatures, players will have to fight off infected creatures intent on spreading the virus.
- The game may be a new IP, but expectations are high. Early critical reaction is glowing, with the acclaimed Naughty Dog on development duties.
Alongside the game, there are a range of books that retailers can stock relating to the Last of Us.
The Signature Game Guide from Brady Games gives players tips on mastering the dynamic stealth gameplay as well as highlighting enemy attack spots and item locations.
The Art of The Last of Us brings fans concept art, character designs and landscape images detailing the design of game from conception right up to the final product.
Also available is The Last of Us comic by Faith Erin Hicks, a story which details Ellie’s life before the events of the game.
Two limited edition versions of the game are also coming to retail. The ‘Ellie Edition’ will be exclusive to GAME whilst Tesco and indie retailers will receive the ‘Joel Edition’. Both packs will include The Last of Us mini artbook and The Last of Us: American Dreams Issue 1, a comic exploring Ellie’s backstory that will feature a cover exclusive to the special edition of the game.
The artwork gracing the game pack will feature either Ellie or Joel depending on the edition that users choose to buy. Each version of the game contains a poster starring their chosen character. The limited editions will also include a DualShock skin featuring Joel or Ellie, alongside a LittleBigPlanet Sackboy skin.
Completing the extras in the special edition are the Survival DLC pack, which boasts multiplayer bonuses. There is also the Sight and Sound DLC pack, which contains the official game sountrack, PSN avatars and a PlayStation 3 theme.
The Sight and Sound DLC will also be given away to consumers who pre-order the standard version of the game.
Sony is giving The Last of Us a two-week multichannel TV campaign, with additional ads across 4OD and SkyGo.
Trailers for the game will also appear before some of the biggest movies of the year including Star Trek, Fast & Furious 6, After Earth, Man of Steel and World War Z.
An online presence includes a YouTube masthead, site takeovers on IGN, Gamespot and IMDB and social media activity.
Also, cover and double page print ads have been booked in mainstream publicationss such as Sport, FHM, Empire, Zoo, Nuts and Total Film as well as specialist mags Edge, Official PlayStation and GamesMaster.
An interactive radio campaign for The Last of Us will also run on XFM, Choice and Capital FM.
The Last of Us PlayStation Access event (above), hosted by IGN and GAME, gave consumers a hands on experience complete with a live gameplay presentation and Q&A. GAME is also running its biggest ever series of lock-ins with 75 stores opening late.
Developed by Naughty Dog, who are widely regarded as one of the worlds best development teams, The Last of Us is one of the most highly anticipated games of 2013. It is already being praised by critics as 'Game of the Year'. Edge have just awarded it 10/10; the first title since 2011 to receive such critical acclaim, and making it one of only 15 titles to ever receive this honour.
With titles like The Last of Us, Beyond and GT6 all due for release in 2013; there's never been a better reason to own a PS3. We have high expectations for The Last of Us, and have been working closely with our retail partners to ensure strong presence and support at store level.