Millions of pounds will be spent on the marketing campaign for Final Fantasy XIII, MCV understands.
The publisher plans to make the game's launch a true event” with a heavyweight TV campaign that will kick off on March 1st and run through Easter and into April, including spots during football matches.
We aim to make Final Fantasy XIII not only the biggest game release, but one of the biggest entertainment releases of Q1,” said UK product manager Grant Tasker.
Square Enix has also arranged its biggest ever investment in video-on-demand media, and expects its national bus-side advertising to reach an estimated 75 per cent of the UK's population.
Final Fantasy XIII will hit 360 and PS3 on March 9th.