Square Enix has told MCV that the company aims to spend millions on its ad campaign for Final Fantasy XIII.
Beginning from March 1, the campaign will run through into Easter and April with TV commercials planned during football matches.
The company’s bus-side advertising has also increased 75 percent in the UK, with its biggest investment in video-on-demand media.
“We aim to make Final Fantasy XIII not only the biggest game release, but one of the biggest entertainment releases of Q1,” said Grant Tasker, UK product manager.
FFXIII is out on March 9 in the west for PS3 and 360.