Strategic ads key to Sniper triumph

Mastertronic claims Sniper: Ghost Warrior proves smaller publishers don’t need a massive marketing budget to make their game a success.

The City Interactive FPS has sold over 60,000 units since July, and is still present in the Top Five of the Xbox 360 chart – no small feat for a new IP on Microsoft’s console.

Mastertronic believes this has been driven by highly targeted marketing. In addition to print and online ads, the firm also ran an extensive London Underground poster campaign.

Sniper has been a slow burn title,” said Mastertronic’s group sales director James Cato.

It shows that it is not the amount you have to spend but where and how you spend it that is key to a longer shelf life and strong sales.”