Deus Ex gets pre-E3 tease campaign

Square Enix has launched a pre-release campaign for the next Deus Ex – before the game even has a release date.

A pre-E3 push running across a number of mainstream and specialist games sites is teasing the game’s full reveal next month at the June expo in LA.

The marketing push aims to drive early awareness ahead of the franchise’s return to consoles and PC, expected later this year.

UK marketing director Jon Brooke told MCV: Deus Ex: Human Revolution is a major release for Square Enix and the current online ad activity is just the beginning of what will be a momentous campaign.

The adverts all drive traffic to our YouTube page where consumers can see the first few trailers – which if you haven’t seen them yet – ooze quality.”

Deus Ex: Human Revolution is the latest in the first person RPG series which first launched on the PC in 2001. Eidos published the first game on PlayStation 2 one year later and the sequel, Invisible War, was released in 2004 for PC and Xbox.

Human Revolution is currently in development at Eidos Montreal, which is also working on the revamp of the Thief franchise.

The publisher hopes the excitement built by online adverts will set Deus Ex: Human Revolution up as the most successful title in the series. Release timing and gameplay details are expected at E3.

If you’re not booked in to see Deus Ex: Human Revolution at E3 – which will be strictly by invitation only – then please book a place,” added Brooke. I guarantee it will knock your socks off.”