Rockstar is going to be marketing the upcoming third-person shooter Max Payne 3 in the UK like no other game in their history. The publisher plans to feature high profile television advertisement during the Champions' League finals, a national outdoor campaign including billboards and bus stops for two weeks before the game's release.
“Max Payne 3 will be our biggest and boldest marketing effort thus far and we’ve looked to improve across all areas on what we did for Red Dead Redemption and L.A. Noire. A massive media investment has already started, but the main launch thrust will coincide with Easter all the way through to beyond the PC release on June 1st,” a Rockstar representative stated.
The marketing push isn't only focusing on direct consumer marketing. Rockstar is working closely with retailers on showing Max Payne 3 off, as well as releasing a timed Special Edition that will only be available via preorder til the 2nd April.
James Brooks, a senior games buyer for major retail chain HMV related, “It’s bound to be a brilliant game and, as a Rockstar title, it has a fantastic heritage to draw on, and will hopefully follow in the tradition of L.A. Noire and Red Dead Redemption. It’s a sequel that’s been nearly nine years in the making, so you can understand the anticipation building around it.”
Max Payne 3 will be released on the Xbox 360 and PlayStation 3 on the 15th May in North America, and worldwide on the 18th May. The PC version will be released on the 29th May in North America, and the 1st June in Europe.