With one week to go until launch, anticipation for Ninja Theory’s follow-up to 2017’s Hellblade: Senua’s Sacrifice, Senua’s Saga: Hellblade 2, has been steadily ramping up. The Cambridge-based developer promises jaw-dropping visuals and never-before-seen immersion from the sequel.
However, some Xbox fans felt that the company hasn’t been doing enough to promote the game ahead of its May 21 release. Fortunately, those concerns can now be laid to rest, as Xbox has officially kicked off a comprehensive marketing campaign to ensure Hellblade 2 receives the spotlight it deserves.
Xbox Plans To Go Broad With Hellblade 2 Marketing
Xbox marketing head Aaron Greenberg recently addressed these concerns in a tweet, confirming that a global paid media campaign for Hellblade 2 officially began on May 8. This multi-platform campaign encompasses a wide range of channels, including YouTube, HBO Max, Facebook, Instagram, Reddit, and Samsung platforms.
Additionally, a dedicated creator event is currently underway in Iceland to further hype up the excitement surrounding the game. Greenberg also hinted at a broader promotional strategy, with plans for further activities in the pipeline.
Movie theater ads, collaborations with specific brands, and targeted advertising on Amazon’s Fire TV platform are just some of the initiatives Xbox has in store for Hellblade 2. The company also recently released a new dynamic background for the game on Xbox consoles, which looks absolutely beautiful.
Fans Offer Feedback & Tips To Widen Xbox’s Reach Further
Those who were concerned about Hellblade 2‘s marketing feeling a bit sparse can rest easy now. Xbox marketing has generally been a pain point for the brand outside the US, so it’s great that they’re focussing on that to ensure audiences in other regions know about the game.
Great news !!! I really hope it will be a worldwide campaign. Here in France, it's really hard to find any Xbox advertisement nowadays. I live in Paris, I hope to see huge marketing in the streets
— ミ★ 𝘟𝘣𝘰𝘹 𝘎𝘢𝘮𝘦 𝘊𝘭𝘢𝘴𝘴 ★彡 (@XboxGameClass) May 3, 2024
"✔️Brand partnerships"
NEEDS IT— 美德女仆 (@LshimazakiJP) May 3, 2024
Yes 🙌🏾 let’s keep the ball rolling
— Capital 👑 Dream (@capthedon) May 4, 2024
Aaron. We can’t wait man!! Hellblade is going to be PEAK! Thanks for all you and @NinjaTheory do!
— The Black Viking (@TheBlackViking3) May 3, 2024
Remember team xbox. europe exists too do marketing in here. I have not never seen xbox marketing in Finland
— CharGasM (@chargasm) May 3, 2024
Evidently, fans are relieved at Xbox’s marketing efforts for Hellblade 2, commending the company for the increased allocation of resources while also offering tips for advertising in European regions.
With Hellblade 2, Ninja Theory aims to push the boundaries of realism and immersion miles above the first game. Former studio head Tameem Antoniades has stated a desire to craft an experience that feels “more believable and more refined” than the original. He also emphasized the game’s expanded scale, aiming to make the first Hellblade feel like an indie game in comparison.
Microsoft’s funding has also allowed Ninja Theory access to an expanded repertoire of resources to develop the sequel, and the studio has maximized its use of them to deliver an experience that will linger in players’ heads for far longer than its 8-9 hour runtime.
The recent ramp-up in marketing efforts ensures that gamers will be well aware of Hellblade 2‘s May 21 launch date, granting them ample opportunity to prepare for their journey with Senua.
