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RETAILBIZ: MAFIA II MCV 23/07/10 31
2K Games says a lot of time was invested into making sure Mafia II’s world echoed the architecture, clothing, cars and lifestyle that was evident in the US during the 1940s
Mafia II also boasts an accurate representation of the ‘40s, with architecture, clothing, cars and music that echo the World War II period. As players progress into the ‘50s, the surroundings reflect this – for example American hot rod cars appear on roads. There is even a simulation driving mode that gamers can turn on to capture the realism of older cars’ handling. Senior game producer Yarik Kolar says: “It requires a lot of work to recreate a period. A large amount of time is spent on research and design to prepare the context of the game.” The title features a range of cinematic gameplay sequences including car chases, hand-to-hand combat and shoot outs, as well as a film-like narrative full of iconic characters. 2K explains the advantages of releasing the game on both PC and consoles. “For Mafia II the goal was to go back to the start and we want the same
quality as the PC version’s visual fidelity on consoles,” adds Cox.
“Likewise, we’ve transferred the usability and action values of consoles onto the PC version, so players have the best of both worlds, no matter what format they play Mafia II on.” 2K Games also has a range of DLC planned for Mafia II. Content packs will be available for gamers to download, offering unique clothes and weapons to add to the game’s world. The publisher is also looking at developing new downloadable gameplay modes.
SHOOTING TO RETAIL With its cult following, extensive marketing campaign (see ‘Marketing the Mafia’) and Q3 release window, Mafia II looks set for sales success. “We feel we have a really strong release window,” says Turner. “This is the same August bank holiday weekend that the original BioShock launched into
and, like BioShock, we think Mafia II is strong enough and iconic enough to stand apart from the competition.” Cox adds: “For Mafia II to come out in this release window is great. You often see games coming out in this slot and doing well, and I think Mafia II will be the one to do that this year.” Mafia II hits shelves on August 27th for Xbox 360, PS3 and PC.
RELEASED: AUGUST 27 FORMATS: 360, PS3, PC PUBLISHER: 2K GAMES DEVELOPER: 2K CZECH PRICE: VARIOUS DISTRIBUTOR: GEM CONTACT: 01279 822800
MARKETING THE MAFIA
2K Games is promoting Mafia II with a large-scale, multi-million pound marketing campaign, focusing on:
TV Advertisements will run on popular TV networks including ITV, Channel 4, Sky Sports, E4, Sky Movies, ITV 2, ITV 4, Sky 1, 2 and 3, Film 4 and Five.
PRINT 2K Games promises a high frequency print campaign with strong Mafia II creatives, with adverts and PR appearing in specialists magazines and other publications nationwide.
ONLINE Mafia IIwill get high-impact online creatives running across various gaming websites, ahead of and during launch. This activity includes trailers as well as traditional online adverts.
OUTDOOR/OTHER The game will benefit from a range of outdoor placements, POS materials and cross promotions with leading consumer brands.
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