Leveraging its platform-exclusive downloadable content, Microsoft is readying a European marketing blitz for Grand Theft Auto IV's
Xbox 360 release that will match its 2007 Halo 3
promotional campaign in scope and budget, according to new press reports.
Microsoft intends to assist publisher Rockstar's own campaign by pushing Grand Theft Auto IV
's Xbox 360 release on April 29th with online, television, and print advertisements, in an attempt to help draw gamers away from the PlayStation 3 version shipping on the same date.
Emphasizing the episodic downloadable content exclusive to its platform, Microsoft is trying to position Grand Theft Auto IV
to showcase the Xbox 360 as the front runner for simultaneous multiplatform releases, which are becoming increasingly important and popular.
Xbox UK's head of gaming and entertainment Stephen McGill, speaking to MCV
, particularly noted: “You can expect a large awareness campaign from us, showcasing how great GTA IV
on Xbox 360 is, and what great value the Xbox 360 console is too. Our campaign is the same sort of scale as our Halo 3
campaign last year.”