Independent brand communications agency, Magnum & Co, has been appointed by Square Enix to manage the launch of its new video game – Marvel’s Avengers.
The appointment was made following a competitive pitch and will see the agency manage the Australian and New Zealand launch from one of the world’s largest entertainment franchises.
Officially launching today, Marvel’s Avengers is a story driven, third person action adventure game which sees players reassemble their Avengers team in an original, cinematic style campaign, then battle solo or alongside friends in new missions around the globe.
To launch the game, Magnum has reassembled some of Australia’s biggest sporting heroes – the Australian Gold Medal winning Men’s Freestyle Relay team – twenty years on from their heroic win, when they defeated the US. Ian Thorpe, Michael Klim, Chris Fydler and Ashley Callus will come together to take on a new mission and reunite online in the game through its four-player co-op function.
“The game’s narrative really drove the inspiration for the launch creative,” said Katie Barclay, Managing Partner at Magnum & Co. “Reassembling one of Australia’s most heroic teams, while celebrating 20 years since their win felt like the right way to mark the launch of this iconic new game. They’ll still need to embrace their superhuman powers, this time they’re just swapping swimsuits for gaming consoles and taking on a new mission online. It’s great to be working with Square Enix on such an important launch, the world needs some superhero escapism right now.”
“This is our biggest ever entertainment release and with cinemas closed for much of the year, there is a big opportunity for blockbuster games such as Marvel’s Avengers to take entertainment home and make it a cinematic experience. This really translated in Magnum & Co’s understanding of the brief and ability to synthesise the game’s narrative into a launch concept idea that influences culture with a supporting press office,” a spokesperson from Square Enix commented.
Square Enix develops, publishes and distributes branded entertainment content for the Square Enix group of companies. Its valuable portfolio includes titles such as Final Fantasy, Dragon Quest and Tomb Raider. The newest title, Marvel’s Avengers, is out today.