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Red Dead Redemption – Rockstar’s most ambitious project yet

Submitted by on Monday, 5 April 2010One Comment

Rockstar UK general manager Neil Stephen has claimed that Red Dead Redemption is the company’s most ambitious game yet – even more ambitious than Grand Theft Auto IV.

Stephen made the claim while discussing the marketing strategy for Red Dead Redemption during an interview with MCV. A campaign that will see the game being advertised throughout UK cinemas to audiences watching Robin Hood, Iron Man 2 and Prince of Persia. Rockstar have also struck deals with various media outlets such as IGN, Gamespot, YouTube, Microsoft and LoveFilm for free movie downloads and Xbox Live content.

This is what Stephen had to say:

“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 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 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.

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.”

It’s the largest budget Rockstar has ever dedicated to promoting a game. They are determined to make Red Dead Redemption a household franchise alongside Grand Theft Auto. Can it live up the hype? Time will tell but the early signs are positive.

We’re looking forward to the opportunity to have some wild west action come the game’s release in May.