‘Hitman is something to fear this Christmas’, warns Square

All eyes may be on Call of Duty, but Square Enix says it’s Hitman that will be the ‘last big game of the year’.

The publisher has warned rivals not to underestimate the return of Agent 47 on November 20th – and has triggered a massive campaign to show how much firepower it is packing.

All this month Hitman Absolution will be promoted via cinema trailers, plus pre-roll ads on leading Video-on-Demand services.

Gamers will also be targeted through ads on specialist websites and in gaming magazines.

Square Enix will bring out the big guns in November:

a high-impact TV campaign and outdoor ads across the nation. These will continue well into December, targeting gifters during the busiest shopping weeks of the year.

Fans have already had hands on time with Hitman at Eurogamer Expo.

We believe we are someone to fear this Xmas,” senior product manager Grant Tasker told MCV.

We are the last big release of 2012, spending heavily on media with a first-rate product offering something unique and fresh to the stale market of sequels.”

The campaign began in April with the release of Hitman Sniper Challenge.

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