Thief released today in Europe, and Square Enix decided to promote it with a giveaway thatÃ¢â‚¬â„¢s really in the spirit of the game.
Ten GAME stores in the UK participated in the giveaway. At 11 AM, shoppers could try to open a locked chest. They were given lock-picks and five minutes to work on it, with the contents of the chest as their prize. These prizes included a PS4, a PS Vita, an AMD gaming PC, store vouchers for GAME, and a copy of the Ã¢â‚¬Å“Art of ThiefÃ¢â‚¬Â book, signed by the gameÃ¢â‚¬â„¢s director, Nicolas Cantin.
We havenÃ¢â‚¬â„¢t heard how the promotion turned out, but one N4G user reported that they visited a store in the evening and the prize had already been won. With the limited number of stores participating, we expect it ended quickly.
WeÃ¢â‚¬â„¢d love to see more promotions like this. Different companies try different things, from regular ad campaigns, to viral videos, to alternate reality games, but a contest that ties in with the gameplay is really a great concept. Of course, for obvious reasons, it would work much better with some games than with others.