BioShock 2 is on course to be one of the biggest games of the year and will be backed by 2K's biggest marketing campaign yet.
The sequel to the 2007 smash hit will go head-to-head with big name sequels such as Modern Warfare 2, Mario and Sonic and Assassin's Creed 2. The original was the fastest selling third party Xbox 360 game at launch, and the publisher is just as optimistic about the sequel.
2K expects BioShock 2 to be one of the top five games of the year,” said UK marketing manager Simon Turner.
We have taken extraordinary strides in terms of the development of this game, opening up the world of Rapture in ways that's been described as ‘breathtaking' by the UK press.
We know BioShock is a hard act to follow, which is why we've worked hard to develop an even more compelling storyline. We are looking forward to launching one of the most exciting video games of the year.
The marketing campaign for BioShock 2 will be the biggest in 2K's history. When you consider the company has released titles such as Oblivion and the original BioShock, you can expect something pretty spectacular in terms of execution and reach. Keep your eyes open across the UK's biggest TV channels and outdoor landmarks.
The BioShock franchise is central to the core values that define 2K. As a young label we've tried a few things, but we've now reached the point where we know exactly what we're about – innovation, quality and immersive gameplay. We hope that our desire to produce something truly awe-inspiring in BioShock 2 will help take the industry forward in new and exciting ways.”