Ubisoft is splashing out over 4m in the UK to make Assassin's Creed III one of the biggest Christmas games.
It is the most expensive marketing spend in Ubisoft's history and funds a campaign that spans more than three months, rivalling support for titles such as FIFA and Call of Duty.
Activity ramps up this week with a presence at Eurogamer Expo, including an outdoor campaign that dominates Earl's Court station. Next month, Ubi will unleash a heavyweight TV?campaign that will run into November, targeting males aged 18 to 34 and complemented by video-on-demand ads.
There will also be online takeovers and London Underground billboards running when the game launches on October 31st.
Assassin's Creed III is the culmination of three years' hard work from a team which is at the top of its game,” senior brand manager Matt Benson told MCV.
Our spend is in excess of 4m across marketing and trade activity, which is the largest amount we have ever committed for an Assassin's Creed campaign.”
Ubisoft is also working closely with Sony to promote handheld spin-off Assassin's Creed III: Liberation as part of the platform holder's Christmas Vita campaign.