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RETAILBIZ: METRO 2033 WWW.MCVUK.COM
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THE POST-APOCALYPTIC BOOM Over the past few years video games involving man-made disasters have proved immensely popular. S.T.A.L.K.E.R. Shadow of Chernobyl was published by THQ in 2007. It received favourable reviews and went on to give way to two sequels, Clear Sky and the recently released Call of Pripyat. BioShock was also released in 2007, selling one million copies in its first month. In 2008 Bethesda trumped sales of its previous triple-A title, Oblivion, by 57 per cent, with its post-apocalyptic game of the year – Fallout 3. And in February this year, BioShock 2 went straight to number one in the UK games chart following its release.
has superseded the previous trailer’s views and viewer ratings with an average viewer rating in excess of 90 per cent across the three trailers.” TAKE THE METRO
Similarly to Fallout 3, Metro 2033 is set around 20 years after the events of an apocalyptic event, and an entire generation has been born and raised beneath the Earth’s surface. The player takes control of Artyom, born in the last days before the fire but raised underground. Gamers will have the chance to venture to the heart of the underground Metro system and warn mankind of whole new, mysterious threat. THQ promises a journey which will take players from forgotten catacombs beneath the subway to the desolate
wastelands above, struggling for survival with other humans characters and mutant abominations. Metro 2033 also boasts some of the most advanced graphics and effects seen in recent years, taking full advantage of the PC gaming platform. The game was showcased at a recent event in London, running with PhysX and the latest versions of DirectX. Fisher says: “We had the game playing in 3D for people to experience and it looked amazing. “Expectation internally at THQ is high given the metrics that we have been tracking and the quality of the game itself from both a technological and gameplay perspective.” THQ reckons Metro 2033 will capture the imagination of hardcore gamers with its immersive experience.
The publisher claims the game’s “compelling, cinematic story and incredible, atmospheric experience” will rival anything else in the first-person video game genre.
RELEASED: MARCH 19 FORMATS: 360, PC PUBLISHER: THQ DEVELOPER: 4A GAMES PRICE: £49.99 DISTRIBUTOR: ADVANTAGE
DROPPING THE BOMB
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THQ has targeted its marketing focus on PR, community and online social media activity to build awareness of Metro 2033 and drive intent for gamers to purchase the title. A series of trailers have focused on establishing the story, setting and atmosphere within the game, while communicating the core gameplay and graphical prowess that Metro 2033 offers the consumer. There are also plans to increase marketing activity nearer the game’s release date.
“As we approach launch, the abovethe-line activity will start to drive the campaign with a strong focus on communicating the Metro 2033 proposition to a boarder gamer audience, using predominantly online media,” exclaims Fisher. “We have been working closely with our retail partners to ensure we have a strong presence in store around launch to ensure we drive sell through.” Metro 2033 is released on March 19th for the PC and Xbox 360.