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By Samantha Chandler
Staff Writer
28 May 2010
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DVD rental pioneers Lovefilm have added yet another unique element to their already novel and highly competitive organisation, with a new marketing partnership with Rockstar Games.
Famous for the creation of the legendary and incredibly popular Grand Theft Auto series, Rockstar games have initiated the partnership to promote their eagerly anticipated game Red Dead Redemption.
It's also available to rent from all of the UK's major game rental sites.
The game itself has a Western theme and even name checks specific films that have been particularly inspirational to the games creators, such as The Proposition.
Lovefilm created a micro site for the game which demonstrated these themes and where visitors could even watch the movie on which the game was based, free of charge.
Going All Out
It's fair to say that Lovefilm have gone all out to promote the game.
As well as creating an entire microsite dedicated to Red Dead Redemption, the DVD rental service's site were, and still are, heavily littered with animated advertisements for the game, taking pride of place over anything else that's being promoted.
The partnership also crosses directly into customers' homes: hard copy branded envelopes that were dispatched in the week running up to the release date.
Since its release on 21st May Red Dead Redemption has received 5 Stars across the board from reputable critics and the public alike.
A common theme emerging is that RDR is considered to be one of the most engaging games of the year and raises the bar for open world action games.
That said, as with every release from Rockstar Games of recent years, Red Dead Redemption with steeped with controversy and caused an eruption of negative headlines for the games industry.
Steeped with Controversy
Thriving off shocking and often extremely violent elements to their games, Rockstar Games would have been happy I'm sure to hear of the outrage surrounding the hogtying of a woman to a railway line and waiting for her to get run over!
It's this kind of violent horror element that customers expect from Rockstar Games and it's this attention that has established the company's games into such household names.
No matter what the critics say Rockstar Games have immense popularity around the world, boasting the first, second and third bestselling video games of all time (Newsweek.com).
Rockstar Games association with a rental company such as Lovefilm, which is popular with people of all ages, can only have increased its reputability.
It also has to Lovefilm to thank for the considerable buzz prior to the game's release date, as the website boosts 3.5 million unique visits every month.
The heavy Wild West influences in Red Dead Redemption make Lovefilm a fantastic choice for a cross promotional arrangement such as this.
Rockstar Games received an incredible endorsement to millions of customers who might necessarily follow new game releases and targeted them through various mediums.
Lovefilm promote their association with a very cool and youthful company as well as promote to their customers old and new, the fact the up to minute games releases are available at their website as well.
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