Kane & Lynch 2: Dog Days will go straight to No.1 having arrived at UK retail today.
That's according to Square Enix's UK marketing director Jon Brooke, who is confident the game will also be a chart regular for the next four months at least.
I expect Kane & Lynch 2 to go to No.1 in the charts and be a successful seller through summer into Christmas and beyond,” Brooke told MCV.
Kane & Lynch 2 is a major release for Square Enix and will be heavily supported by our high profile print, online, outdoor, cinema and TV marketing campaign.”
The centrepiece of the publisher's marketing efforts is a post-watershed campaign with ads aiming to show the brutal nature of the gameplay. More graphic trailers will be running before screenings of some of the summer's key silver screen thrillers.
On cinema we were able to cut loose a bit more and show a more mature edit of our Kane & Lynch 2 ad by buying into 15-rated movies The Expendables and Piranha 3D,” said Brooke.
We've also done a few different things, such as buying some nasty urban outdoor environments like shop shutters, legal fly posters and handpicked inner city billboards.”
The campaign officially began in December with the launch of the game's official YouTube page, which is now closing in on one million views in the UK.
As next week's launch approaches, Square Enix will be raising awareness with a strong online campaign with pre-rolls, takeovers and banner ads planned for a range of lifestyle, gaming and social network sites.