Sony has often been criticized for not providing enough promotional support for many of its first-party games, but it looks like no such complaints can be made for Uncharted 4: A Thief’s End. First announced for the PlayStation 4 in 2013, Naughty Dog’s fourth game in the series will finally conclude Nathan Drake’s adventures for lost treasure and fame. As the final game in the immensely popular series, Sony is going all-out with one of PlayStation’s biggest marketing campaigns.
Covering The UK
This week’s issue of MCV illustrates information provided by Sony UK, detailing how the company was making sure everyone knew about the game. When it came to television, Sony made sure Uncharted 4 trailers were shown during key moments, including the season finale of The Walking Dead and the Game of Thrones premiere. Plus, trailers were shown during major sporting events such as the Champions League Finals.
In a similar promotion, a brand new Uncharted 4 trailer debuted in theaters with the premiere of Star Wars: The Force Awakens, and Uncharted ads were seen with the premieres of Deadpool and Batman vs Superman: Dawn of Justice. They will be shown again when Captain America: Civil War, X-Men: Apocalypse, and Bad Neighbors 2 respectively hit theaters.
When consumers weren’t watching screens, Uncharted 4 posters could be seen on billboards, in the London Underground, and on bus sides. However, some of the more impressive sponsorship partners included the UEFA Champions League, where a rolling PlayStation 4 banner featuring Uncharted 4 could be prominently seen across the entire perimeter of the stadium during the Champions League—said to be the biggest club football competition in the world. Additionally, the animated coin toss transitioned into an Uncharted 4 logo, and the same promotion is likely to appear in the final in Milan on May 28.
Sony’s digital advertising boasted over 100 million impressions across all beats, including multiple YouTube mastheads, Twitter trends, digital video seeding, and homepage takeovers of sports, gaming and lifestyle sites. But some of the most unique promotions could be seen at retail sites, which included pallets with Nathan Drake swinging from real ropes, treasure chests, and window vinyls that show the hero crashing through the pane of glass.
Playing To PS4 Fans
Despite having seen multiple delays, fans are still eager to get their hands on Uncharted 4, and much of that has to do with the gameplay reveals shown at major events. Last year’s E3 saw a 15-minute gameplay video where Drake and Sully go on a wild car chase. This was later contrasted by a 5-minute PlayStation Experience trailer, which debuted last December and showcased a quieter moment of storytelling and characterization.
It shouldn’t be overlooked that Uncharted 4 began its multiplayer beta at around the same time as the PlayStation Experience, giving fans everywhere a chance to check out the action first-hand. This was followed up by a stress test held in early March, giving those who missed out on the beta another chance to try it out.
Furthermore, Drake got his very own Uncharted bundle in time for the holidays, which included remastered editions of all three previous games, together with a 500GB PS4. The $50 holiday price discount made the deal hard to resist, but it shouldn’t be confused with the Uncharted 4: A Thief’s End Limited Edition bundle, which recently became available for pre-order. That package includes a copy of Uncharted 4 and a special PlayStation 4 featuring Nathan Drake silk screened artwork atop it. Unfortunately, the Limited Edition bundle does not include the “Libertalia Collector’s Edition” of the game, which features a steel book case, a 48-page hardcover art book by Dark Horse, and a 12-inch Drake statue.
A World Of Adventure
More adventurous fans can take advantage of the Uncharted 4 Around The World Sweepstakes, which is pretty much as straightforward as it sounds. Contestants who pre-order the game from participating retailers will receive a unique code that can be registered on the official sweepstakes website. Then they can flip a coin up to five times a week for a chance to win prizes such as Sony h.ear headphones, a Sony pico projector, or an unlocked Xperia Z5 smartphone. While many will be extremely happy with either the Collector’s Edition or the Limited Edition Bundle, the grand prize is a trip for two around the world. The contest ends on May 15, but pre-orders end on May 9.
These are just some of the big promotions Sony has launched so far, and the company promises that there’s more in store before Uncharted 4: A Thief’s End officially releases on May 10.