IndustryGamers - Informing the Games Industry

Red Dead Redemption Called 'Most Ambitious Game to Date' by Rockstar

Posted April 5, 2010 by David Radd

Rockstar Games has big expectations for Red Dead Redemption and consider the franchise to a hit along the lines of Grand Theft Auto. They're so positive about it that they're not only going to have a huge TV campaign, but theater adds as well.

“This is our most ambitious game to date and our biggest U.K. release this year,” said Rockstar GM Neil Stephen to MCV. “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 the cinematic nature of the game makes it a perfect fit for cinema and we will be executing a nationwide ad campaign targeting the audiences of Robin Hood, Iron Man 2 and Prince of Persia.”

The theater campaign will include options to download game content in the foyer. Large sites like IGN, YouTube, Microsoft and LoveFilm will also be tapped for the campaign as well.

“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,” added Stephen. “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. This leaves us with very high expectations for what we think is our next blockbuster gaming franchise.”

David Radd has worked as a gaming journalist since 2004 at sites such as GamerFeed, Gigex and GameDaily Biz.