Rockstar plan its biggest advertising campaign ever for Red Dead Redemption

Neil Stephen, Rockstar’s UK general manager, has said that Red Dead Redemption is its 'most ambitious game ever' and revealed that the marketing push for it is the firm’s biggest yet.

Speaking with MCV in its weekly online edition, Stephen revealed that adverts for the western will be seen in movie theaters as well as popular websites such as YouTube.

"This is our most ambitious game to date and our biggest UK release this year. We are spending a larger proportion of our TV budget pre-launch than we ever have before to ensure Red Dead Redemption is established as a massive triple-A title.

For the first time as a company, we will be running an on-screen cinema advertising campaign. We think that the cinematic nature of the game makes it a perfect fit for the cinema, and we will be executing a nationwide ad campaign targeting the audiences of Robin Hood, Iron Man 2, and Prince of Persia."

Foyer posters will also support the campaign, allowing customers to download content from the game via Bluetooth. Deals have been signed with the likes of Gamespot, IGN, Microsoft, LoveFilm and YouTube for free movie downloads and Xbox LIVE content.

"The game has garnered an incredibly positive reception from the gaming and lifestyle press with many outlets placing Red Dead Redemption as a possible game of the year contender," he further added.

"In terms of sales projections, we are aiming high and as such are focusing more attention on retail channels than ever before. Once the game is released we expect that word of mouth and our massive launch media campaign will propel the game to excellent sales."