The Super Bowl has become home to several big free-to-play video game franchises in recent years, and Wargaming is taking the very expensive plunge into the Big Game. The publisher will promote World of Tanks through two different 15-second spots that will air during the fourth quarter of this Sunday’s match-up between the Atlanta Falcons and New England Patriots.

Fox has been charging companies between $5 million and $5.5 million for 30-second ads this year according to Variety, although Wargaming did not reveal the price it paid for these spots. Last year’s game between the Denver Broncos and Carolina Panthers attracted 114 million Americans and an even larger global audience. Furthermore, a recent survey by Prosper Insights and Analytics, found that 17.7 percent of adults find that commercials are the most important part of the broadcast.

Erik Whiteford, director of marketing at Wargaming, told [a]listdaily that they decided to focus on the Super Bowl to expand the presence of the brand, which is available on all viable platforms.

“The Super Bowl provides an incredible vehicle to reach a huge audience before, during and after the game,” Whiteford said. “It felt like the right time, as the products are in great shape for 2017 with new services and features coming throughout this year. We want to expand our awareness and reach into another level of consumer in North America. Although there’s a global impact with the Super Bowl, this campaign is being driven by the North American market.”

Wargaming will release some of the commercials early throughout the weekend. All four commercials focus on humor and make real tanks the celebrity. Only two will air during the Big Game. While humor is a driving force for Super Bowl commercial discussion, previous free-to-play games such as Supercell’s Clash of Clans have turned to Hollywood celebrities like Liam Neeson to promote their games.

“For us, the celebrities are the tanks,” Whiteford said. “When you see a tank you’re immediately impressed with the magnitude they carry. It’s different from a Hollywood celebrity, but we feel tanks will make a memorable mark on people watching commercials during the game.”

Whiteford said the fact that past free-to-play games have had success on Super Sunday gave the company confidence in making this marketing investment. The four spots aren’t focusing on video game graphics or poly counts, but are parodies of pop culture like The Real Housewives TV shows—only with a tank crashing the party. Whiteford said the goal was to make these spots entertaining so they resonate with viewers whether they’re gamers or not.

Many recent Super Bowls have come down to the wire, but by gambling on fourth quarter slots there’s also the potential for a blowout game.

“We’re not scared of the fourth quarter,” Whiteford said. “People plan their whole day around the Super Bowl. If the game isn’t close, the ads become a bigger part of the overall entertainment composition. We think audience will be there even if it’s a blowout. Plus, if the Patriots win, everyone will want to see Goodell hand the trophy to Brady, so that’s a nice insurance policy.”

Whiteford said that by being part of the Super Bowl, Wargaming will receive a lot of downstream activity.

“A lot of exposure comes from pre-game and post-game activities,” Whiteford said. “We’re confident our investment will pay out with the amount of eyeballs viewing the spots based on our investment. If the game is nail-biter everyone will be paying close attention. And being in the fourth quarter also puts us in a better position for people to remember the spots at the end of the game.”

Wargaming will also use all four spots post-Super Bowl across different mechanisms. Whiteford said the idea with the 15-second spots is they can put together short compelling stories perfect for sharing.

“That’s a real strength of the 15-second format,” Whiteford said. “People want to share things that are funny and speak with their friends about them. People have shorter attention spans today.”

Whiteford said this is the kickoff of the World of Tanks campaign, which will roll out throughout the year as new features are revealed for the mobile, PC and console platforms. The game has close to 150 million registered players across all platforms today globally.

The World of Tanks demographic varies by platform, with the PC version skewing older and the mobile version attracting a younger audience, while the console versions are in the middle. “The Super Bowl makes sense because we have product that covers all of those age demographics that the game reaches,” said Whiteford.