THQ will splurge 2m to reach kids, family and casual audiences this Christmas.
The money is being spent on its Great Games, Great Value campaign, which will promote ten of the publisher's family-friendly titles in the run up to Christmas.
These games include Megamind, Truth Or Lies, The Biggest Loser, Worms, Marvel Super Hero Squad and more.
UK marketing boss Jon Rooke told MCV: This isn't an insubstantial sum, but we think we've got the right brands, the right campaign and more importantly the right retail partners.
If we spent 2m across ten separate campaigns, each title would have considerably less invested in it – certainly not enough to cut through the competitive Christmas market.”
The campaign will run throughout November and December, building up to November 19th when most of the games hit shelves.
While the majority of advertising will be on TV, THQ has been working closely with retailers and tailoring their promotional materials to suit their needs.
Rooke added: Some have secured permanent space for the whole range, some have requested FSDUs and others have chosen one or two ‘hero titles' to focus on.
Everyone has been really supportive. If this is successful, it is something we can potentially roll out for summer, Easter and even Back to School.”