As free-roaming carnage simulator Prototype 2 nears its imminent launch, Activision has taken a unique ‘world first’ approach with its advertising for the game.
Taking place in London’s Covent Garden, live actors took the parts of Alex Mercer and new protagonist James Heller, clashing in a gruesome live battle. The staged advert was streamed on the official Prototype Facebook page on Sunday night, and restricted to over 18’s only due to its gory content.
Viewers were even given the opportunity to vote for one of two different endings, with the one which received the most votes being included in the finale of the event. Clearly hyping up its vivaciously gory content, Activision have tied the adults-only advertisement to the games 18 certificate from the BBFC.
“Due to the nature of Prototype 2’s content, the game has been rated by the BBFC and PEGI as certificate 18. This live action advertisement reflects the game in its hard-hitting, fantasy nature and whilst we’re excited to bring this new game to our legions of fans, it would be inappropriate for under 18s to view it” says Activison’s David Tyler.
Prototype 2 is the long-awaited sequel to 2009′s best-selling original, which was met with critical acclaim thanks to its emphasis on exhilarating combat and gleeful destruction. Prototype 2 builds on the gameplay of the original, as well as adding a new protagonist named James Heller.
Prototype 2 is released on Xbox 360 and PS3 on April 24th.