From shoes you can wear to trailers you can feel, it was a big week for video game launches, particularly with the following titles that were ushered in with great marketing fanfare:



Sports fans everywhere are on the quest for soccer stardom this week with the launch of EA Sports’ FIFA 17. During E3, EA Sports placed major emphasis on the players themselves and each individual’s journey to greatness—inviting gamers to interact with the title on an emotional level. Additionally, fans were invited to vote on the cover star, further creating a sense of personal investment in the game’s success. A strategic partnership with Nike resulted in some limited edition cleats—EA Sports x Nike Mercurial SuperFly, available in real life, as well as in-game. Coke also partnered with EA by offering a collectible Slurpee cup activation at 7-Eleven stores across the US, along with a FIFA 17 contest featuring over 10,000 prizes.

Sonic Boom: Fire & Ice

Everyone’s favorite blue hedgehog is back in Sonic Boom: Fire & Ice, the third in the spin-off video game series. Sega’s world-famous character has been making a serious social comeback with videos, Twitter takeovers and more. For the launch of Fire & Ice, Sega challenged Twitter users to see how “hot or cool” they are by clicking on an animated GIF that stops on the answer. In the Nintendo UK store, players can pick up a special bundle with the game, along with a snazzy, Sonic hat.

Forza Horizon 3

“Forza Horizon 3” Snapchat lens

As if Sonic didn’t give you enough need for speed, car-lovers are burning rubber throughout North America today with a nationwide Forza Horizon 3 Snapchat lens. The filter is part of a series of launch activations, including an event at the Peterson Automotive Museum this past weekend in Los Angeles, complete with a Facebook Live pre-show, Twitch stream featuring rally driver Ken Block and a real-time @Xbox Snap Story.

In Australia, Xbox launched the UK’s first 4DX-enabled cinema ad to promote the release. The immersive execution incorporated hi-tech motion seats and special effects including water sprays, gusts of air, fog and strobe lighting, immersing movie-goers into the game’s trailer. Microsoft released a demo September 12 to get fans excited, and those who purchased the Ultimate Edition were able to start playing last week.

Microsoft showed off the game during E3 2016, demonstrating Play Anywhere compatibility, four-player co-op and and the largest car roster in the series—including a BMW M4 customized with a wide-body kit, 800-hp truck and the new Lamborghini Centenario.