Bandai Namco’s Ambitious Marketing Push for Elden Ring Expansion
Japanese publishing giant Bandai Namco has revealed that its marketing efforts for the Elden Ring expansion, Shadow of the Erdtree, are the most ambitious yet for DLC. Anthony Macare, the company’s European marketing and sales boss, described the expansion as developer FromSoftware’s biggest one to date.
“We envision Shadow of the Erdtree as a monumental milestone,” Macare stated. “It’s not merely an expansion; it’s the largest FromSoftware expansion ever crafted, transcending the traditional scope of downloadable content.”
Macare emphasized the significance of the release, stating, “Recognizing the importance of this expansion, we’ve approached its marketing with the same vigor and commitment as we would for a brand-new title. From the initial announcement to the release, we’ve allocated a substantial budget and resources to ensure the campaign’s impact matches the content’s quality.”
He added, “This campaign is unparalleled in its scale and by far our most ambitious for an expansion.”
Elden Ring, which was launched in 2022, has already sold over 25 million copies. The Shadow of the Erdtree expansion was released on June 20th.
