Prototype 2: Launched Today With Over-18 Live Ad

Radical Entertainment and Activision's sci-fi shooter sequel out now. Watch the unique launch here.

Activision and Radical Entertainment's sci-fi shooter sequel Prototype 2 is available to buy now on PS3, XBox 360 and PC, with our review set to go live in the next couple of days, but until then the publishers have released some information of a special launch event. Last Sunday, to celebrate the upcoming release of the game, they held the launch in Covent Garden, London, featuring the world's first over-18 live ad, which was "so gruesome was the content, featuring a bloody battle and infected zombies that it was shown post-watershed to avoid a younger audience."
The live ad €“ inspired by Prototype 2 €“ featured actors playing the parts of the game€™s new protagonist Sgt. James Heller and his nemesis Alex Mercer, as well as Blackwatch military and the disease-ridden Infected. Action from the game, including a gruesome and bloody confrontation between Heller and Mercer, was considered unsuitable viewing for those below the age of 18 for fear of causing upset or distress. A first of its kind, fans were also offered the opportunity to choose the finale to the ad through a voting mechanic that closed just hours before the action went live. The dramatic close saw Mercer triumph over Sgt. Heller in an intense showdown.
Here's the video of the well-conceived project: http://youtu.be/YQkV6EH4ATQ We also have a few images from the event...

Nice work. Have to wonder now whether the Call of Duty team, or the Pokemon developers might follow the same model and unleash gun-wielding baddies or colourful wild monsters in London to launch their own games. Being a Northern lad, I think of worse things...

Game Details

Plot The sequel to Radical Entertainment's best-selling open-world action game of 2009, PROTOTYPE 2 takes the unsurpassed carnage of the original PROTOTYPE and continues the experience of becoming the ultimate shape-shifting weapon. As the game's all-new infected protagonist, Sgt. James Heller, players will cut a bloody swathe through the post-viral wastelands of New York Zero with unparalleled locomotion, building up a vast genetic arsenal of deadly, biological weapons and abilities as they hunt, kill and consume their way toward the ultimate goal €” to kill...Alex...Mercer. Trailer http://youtu.be/ITMPZrZ1OGs You can follow all of our Prototype 2 coverage here.
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