The collector's edition of Star Trek Online will be the only SKU of Atari's anticipated MMORPG to hit UK shelves.
Namco Bandai Partners has told MCV that it will focus only on the Gold Edition in order to encourage consumers to buy the boxed product, over the digital version.
Retail-only incentives will be key to the initiative, with the collector's edition boasting a T-shirt, map, postcards, in-game DLC uniforms and a 30-day timecard for playing online.
This will be the only edition available at launch,” explained Namco Bandai Partners product manager Lauren Bradley.
The reason for this approach is to provide value for the Star Trek fans that wish to buy boxed product rather than downloading the game.
These items were developed from feedback we received from Trekkies. Star Trek fans spend an average of 250 per year on the franchise, so this will be a valued edition to their collection.”
Planned marketing initiatives include sampling events, online advertising and a ‘Tweet in Klingon' social media application.