Eidos Interactive Bolsters Tomb Raider II Launch with Major Marketing Attack

Official Press Release - October 2, 1997

The eagerly-awaited Tomb Raider II, for personal computers and PlayStation consoles, hits stores in mid-November, sporting an enhanced Lara Croft with new moves, different outfits and deadlier weapons.

Eidos' marketing efforts will be both broad and specific in scope. The general public will be reached through extensive radio spots in 20 metropolitan regions, 15-second and 30-second national network and cable television ads, point-of-purchase displays and print ads. These efforts will be supplemented by national cross-promotions with MTV and Pepsi. More than 300,000 diehard computer and PlayStation game consumers will be targeted through a direct mail campaign.

Since the original Tomb Raider sold 2.3 million units, and its buxom, aristocrat-turned-treasure hunter heroine is a celebrity in her own right, is this extra marketing push really necessary?

"While Lara has a huge cult following, we're taking steps to maximize every opportunity to capture the seven million installed base of PlayStation gamers, as well as the increased number of PC users," said Paul Baldwin, vice president of marketing for Eidos Interactive. "We believe Tomb Raider is the hottest franchise in electronic gaming and we're allocating a multi-media dollar marketing campaign to ensure that the arrival of Tomb Raider II is a major event for both consumers and retailers."

To generate active consumer involvement in the product launch, Eidos will unveil both print and online promotional contests running for six months beginning in November.

The aggressive marketing blitz behind Tomb Raider II will be accompanied by an already-heavy crush of media attention about the title. Lara has been picked by TIME Digital as one of the 50 most influential cyber elite of the year and her visage graces several game book magazine covers before year's end. Lara also continues her globe trotting, with special guest appearances on huge video walls during U2's ongoing PopMart concert tour.

Dedicated Tomb Raider fans have also gotten into the act, generating plenty of free publicity through their often risque, unauthorized Lara Croft Web sites.

"While awareness of Tomb Raider keeps growing at a grass roots level, Eidos is ensuring that Tomb Raider II is backed by the high momentum splash that it truly deserves," insists Baldwin.