Rising Star Games has outlined the marketing plans for King of Fighters XIII with a community-driven campaign.
The Xbox 360 and PS3 fighting game has received a major Facebook and Twitter campaign, support at fighting tournaments across Europe and presence at this year's MCM Expo, GamesCom, Paris Games Week and more.
An online ad campaign will deliver 2m impressions, while spots have appeared on PSN and the Xbox 360 dashboard to target gamers directly.
Print ads have appeared in specialist gaming mags, as have advertorials. Rising Star has also sponsored magazine awards.
At retail the publisher is providing a Deluxe Edition of the game which includes reversible sleeves, a poster, moves list and art CD. Those who have pre-ordered the game will receive a four CD compilation soundtrack.
We are very fortunate that Rising Star Games and King of Fighters XIII in particular has such a loyal fanbase,” Rising Star's Jo Cooke told MCV.
We have focused our marketing efforts by engaging directly with our core followers through tournaments, social networking and blogs and have driven those consumers directly to retail through a coordinated campaign.
Offering the pre-order incentive to all retailers gives the independent retailers an equal chance to benefit from the consumer offering, but we have also provided additional support for them, using the Splatter retail merchandising group and the Advantage retail buyers guide and providing POS merchandising specifically for the independent sector.
With all this effort, the demand for this game will be high and wherever our customers choose to buy their copy of King of Fighters XIII, they will get great value for money.”