Activision's action sequel Prototype 2 will be promoted during a Champions League semi-final football match next month.
It's part of a three-week TV campaign including 30-second and 20-second adverts running on a variety of channels.
The first leg of the UEFA Champions League semi-finals will take place on April 17th and April 18th, while the second leg matches will follow on April 24th and April 25th. Sky Sports and ITV have the UK rights to show Champions League matches live.
Prototype 2 will also be marketed via a five-month specialist press campaign boasting some 45 magazine insertions, as well a three-week video-on-demand campaign.
Online ads will go live on a variety of websites including homepage takeovers. Plus, Activision says there will be digital and mobile activity to further promote the game.
Prototype 2 hits UK shelves on April 24th for PS3 and Xbox 360. A PC version will follow later this year.
Developer Radical Entertainment previously told MCV it hopes to sell over 4m copies of Prototype 2 – double the original's sales.