GT Interactive Puts Multi-Million Dollar Campaign Behind Driver

GT Interactive is throwing a multi-million dollar marketing campaign behind Driver, its upcoming driving title for the PlayStation and PC, and calls the launch one of the biggest product rollouts in company history. The push takes in a television spot, a heavy print run, tie-ins with national brands, and online advertising and promotions, all pointed straight at the mass market.

Driver comes out of Reflections, GT Interactive’s internal studio and the developer behind two million-selling console driving games. The publisher wants this one to stand as something genuinely new for the driving genre and to plant a lasting brand around the studio’s name. Marketing budgets never made a game good, but a driving game this confident has my attention.