Max Payne 3 is Rockstar’s “Biggest Launch Ever”


It may be hard to believe but Rockstar says it’s throwing more marketing muscle behind Max Payne 3 than any other game it’s ever made.

When I think about big-time Rockstar franchises, I think of Grand Theft Auto, Red Dead, maybe L.A. Noire. Max Payne? Not so much. As much as I love the series, I can’t deny that it’s a bit of a runt in the Rockstar stable. But that’s something the company clearly hopes to change with the upcoming Max Payne 3, which is being treated to its biggest marketing push ever.

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 rep 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.”

Along with television spots and high-profile outdoor ads, a series of videos looking at weapons, gameplay and other aspects of the game, plus one seriously awesome cinematic trailer, have been turned loose on the internet. Rockstar is also using a time-limited Special Edition of the game, which is only available for preorder until April 2, to drive interest.

“We have very high expectations,” the rep added. “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.”

Max Payne 3 comes out on May 15 for the Xbox 360 and PlayStation 3, and May 29 for the PC.

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