Nintendo's marketing campaign for Mario Kart 8 will run until the end of the year, the firm says.
It is already underway with a social media programme designed to get gamers nostalgic about classic Mario Kart moments.
This will lead into a launch campaign, which includes online and TV activity and will run from May 30th (the game's launch) right up until the end of the year.
To herald the launch of the most hotly anticipated Wii U title to date we will have marketing activity pre-launch as well as post-launch moving through the summer and into peak season,” said Nintendo UK's Mario brand manager Roger Langford.
For the first time in HD, Mario Kart 8 introduces original course designs that highlight the game's new anti-gravity feature, which allows players to race upside down or up vertical surfaces. This adds a whole new dimension to the racing.”