Max Payne 3 is Rockstar’s biggest launch ever

Rockstar’s Max Payne 3 will explode at retail this summer, supported by the publisher’s biggest UK campaign to date.

Marketing efforts will be centred around the release of the Xbox 360 and PS3 SKUs on May 18th, targeting both fans of the shooter series and a wider audience of action gamers.

Highlights of the campaign will include prominent TV spots during the Champions’ League finals and other mainstream programming, as well as a national outdoor campaign. The latter will see billboards and roadside bus shelter posters spread across the UK for two weeks after the game’s release.

Max Payne 3 will be our biggest and boldest marketing effort thus far and we’ve looked to improve across all areas on what we did for Red Dead Redemption and L.A. Noire,” a Rockstar spokesperson told MCV.

A massive media investment has already started, but the main launch thrust will coincide with Easter all the way through to beyond the PC release on June 1st.”

Retail is already playing its part, as Rockstar has worked closely with partners on its timed Special Edition. This new initiative encourages pre-orders by only making the premium SKU and its extras available until April 2nd.

It’s bound to be a brilliant game and, as a Rockstar title, it has a fantastic heritage to draw on, and will hopefully follow in the tradition of L.A. Noire and Red Dead Redemption,” said HMV senior games buyer Jason Brooks.

It’s a sequel that’s been nearly nine years in the making, so you can understand the anticipation building around it.”

Rockstar’s rep added: We have very high expectations. The response from retail has been overwhelmingly positive and for that we are incredibly grateful for their trust and belief in us and Max Payne 3.”