Publishing a game in November is risky. That’s when the biggest publishers launch some of their highest profile blockbusters, and it’s easy for something with a smaller marketing budget to get lost. For a game to thrive in this environment, publishers need to get creative.
That’s exactly what Deep Silver did with developer Tripwire Interactive’s wave-based gore shooter Killing Floor 2 for the PlayStation 4. Instead of sending the game off to die with its November 18 release date, Deep Silver (best known for the Saints Row games) made a deal to bring the physical version of Killing Floor 2 on PS4 exclusively to GameStop retail locations in the United States. This gave the biggest game-specific retailer a stranglehold on fans looking forward to that game, and that encouraged GameStop to put marketing into the release on its website, social media accounts, and in its stores.
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