It’s October, and you know what that means—tons of candy at the grocery store, everything is pumpkin spice flavored and a whole lot of AAA games are about to hit the shelves. Kicking off the pre-holiday shopping season are two games with clever marketing.

Mafia III

2K Games is taking gamers to New Bordeaux on Friday, pitting Vietnam War veteran, Lincoln Clay against the mob in a 1960s open-world world inspired by New Orleans. 2K pulled out all the stops for E3 this year, unveiling a teaser trailer alongside a massive booth that made attendees feel like they were on Bourbon Street. In addition to the stunning aesthetics of its Mafia III booth, the company offered a plethora of activities, including a retro-themed photo booth, a broadcast of 1960s TV programs, live soul music on select days of the show, and tarot card and palm readings. There was even a food truck, where attendees who tweeted #Mafia3 to the official Mafia Twitter account were treated to a free lunch, consisting of New Orleans favorites like jambalaya and alligator tenders. The company also hosted a themed funeral procession, inspired by traditional ones from The Big Easy, throughout the course of the three-day show.

One of the biggest features to stand out from Mafia III is the licensed soundtrack. Featuring over 100 songs from the 60’s including artists like Aretha Franklin, Canned Heat, Cream and more, fans can own the entire soundtrack on vinyl when they order the collector’s edition. In addition to the vinyl offerings, the publisher teamed up with Pandora to create the Mafia III Hit List, a dedicated channel filled with music from the game’s 1960’s era. 2K partnered with IGN for a collector’s edition unboxing to get fans excited, as well.

Naturally, it wouldn’t be Mafia without the action, so 2K’s YouTube features a series called Mafia III Gameplay, giving fans a look into combat, driving, etc. in the form of a CIA debriefing. The game got “real” with Mafia III In Real Life—a 2K-sponsored fan film depicting stunt driving, interrogations and generally giving the mafia a bad day.

Warhammer: End Times—Vermintide

Warhammer’s gothic multiplayer title hits consoles this week, a year from its initial launch for PC in 2015. Leading up to its console debut, developer, Fatshark has been promoting the game, based in the dark fantasy universe, by partnering with Xbox One streamers for maximum exposure online. Warhammer fans were also treated with a cross-over in which Vermintide‘s giant rodents invaded Man O War: Corsair during its latest update.

To help get fans pumped for the console release, Fatshark offered Vermintide on Steam for free over a weekend in May, along with discounts for those who wanted to keep the game. During Dreamhack, the publisher partnered with Creative Labs, offering a free copy of the game with the purchase of a BlasterX H5 headset. In the week prior to its official launch, fans were able to jump into a free, open beta to try the game for themselves. Fatshark took advantage of TwitchCon‘s timing to promote the game in San Diego, offering hands-on console demos and live-tweeting from the event.