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RETAILBIZ: THE CHRONICLES OF RIDDICK: ASSAULT ON DARK ATHENA WWW.MCVUK.COM
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MARKETING ASSAULT Assault On Dark Athena has already been on gamers’ lips for some time, but Atari is keen to ensure everyone is talking about Vin Diesel’s latest digital outing come release.
TRIUMPHANT RETURN: Vin Diesel stars as Riddick once again in Dark Athena
Kirton. “The gameplay mechanics mixes incredible brutal-stealth and all out gunplay throughout stunningly believable environments.”
RELEASED: APRIL 24 FORMATS: XBOX 360, PS3, PC
A major press ad campaign is planned, targeting core gaming, scifi, film and men’s titles. Atari will be taking advantage of the good prelaunch review scores and press coverage the game has already received, incorporating them into full-page ads in a manner similar to that of major film launch campaigns. The game has already been awarded 84 per cent in Xbox World, 8/10 in Official Playstation, Official Xbox and PSW, and 4/5 in Loaded and Total Film.
PUBLISHER: ATARI DEVELOPER: STARBREEZE STUDIOS PRICE: VARIOUS
SUPPORTING CAST
DISTRIBUTOR: ADVANTAGE
Hollywood action man Vin Diesel returns to the title role of the formidable Riddick, lending both his likeness and voice to the game. However, that’s not where the ties to Tinseltown stop for Dark Athena, as the game boasts an all-star supporting cast and production values to rival some feature films. Stars including Lance Henrikson, Michelle Forbes, Wade Williams and Morgan Sheppard take on various roles, bringing experience from the sets of shows and films such as The Terminator, 24, Battlestar Galactica and Prison Break. The developers have also worked hard to make sure the quality of the game suits its performers. “Character cutscenes are developed using vo-cap, so you have incredibly believeable stories, which could be mistaken for actual movie quality,” Kirton explains. “These characters’ performances are superb and provide truly stand-out and memorable scenes.”
CONTACT: 0121 506 9585
FEAR THE DARK: The current gen technology brings a new level of tension as players use their darkness against their foes
Assault On Dark Athena is shaping up to be a massive hit. With both the franchise’s and studio’s reputation already riding high on the success of the first game, its sequel has been in the public eye for some time now. The simultaneous multi-format release date also ensures it will rack up higher sales than its Xbox predecessor. “Escape From Butcher Bay has a tremendous reputation amongst both gamers and Riddick fans, which we’ll look to build upon,” says Kirton. “It is important for us to communicate that customers will be getting two full games here for the price of one. “Dark Athena is not an expansion pack. It is a brand new game with stunning technology, believable characters and an immersive and brutal storyline. Plus, the acclaimed original has been strikingly remastered.”
The publisher will also target gamers with a three-week online ad campaign centred around site takeovers, podcast sponsorships, banner advertising and video MPUs with gameplay trailers. New content will be seeded to online communities via social media websites and gaming and film forums in order to generate excitement leading up to launch. Trade marketing activity will encompass pre-order promotions and new release shelves for key retail partners, with press attendance on launch days. Cinema ads have been planned, which will be shown throughout April before features such as Vin Diesel’s latest Fast And Furious movie. A heavily focused PR campaign weighted towards specialist press has ensured Riddick has received preview coverage on a monthly basis for the past six months, successfully creating anticipation for the game’s release. This has included several visits to Starbreeze’s studios, with video features on Eurogamer, Gamespot, Gametrailers and CVG.