Batman: Arkham Asylum

delivering No.1 success

In 2009 we were taken on by Square Enix, to publicise the launch of Batman: Arkham Asylum to consumer media. Briefed to build hype and anticipation in mainstream media around the launch, we working closely with Eidos’ in house PR and marketing teams, game developers, voice talent and writers to excite hardcore and casual UK gamers and Batman fans alike.

Described in News of the World as the ‘best superhero game ever’ and in The Sun as ‘the benchmark against which all other releases will be measured’, near perfect reviews were achieved across the media culminating in the game being awarded a Guinness World Record as ‘Most Critically Acclaimed Superhero Ever’.

Interviews were set up with writer Paul Dini and voice talent including Mark Hamill, and studio trips were arranged with developers Rocksteady including an opportunity for media to interact with blue-screen technology.

Assets including character profiles and trailers were drip-fed to target media in the run up to launch, and Taylor Herring engaged with fan groups and collectors to spread word-of-mouth and appear in feature articles to build Batman fever and ensure the game launch was perceived as one of the biggest entertainment product launches of the year.

The PR campaign helped the game achieve number one status on all platforms and Square Enix has shipped 3 million units worldwide. It won numerous awards including the prestigious BAFTA Game of the Year Award

Consumer media coverage has been evaluated at reaching a readership of 22 Million in print, 45 Million in broadcast and the launch was supported by several hundred digital articles.