To mark the launch of Forsaken Shores, Xbox’s biggest ever update to its best-selling pirate action adventure game Sea of Thieves, Assembly at Edelman is blowing traditional game updates out the water.
Rather than rely on the conventional approach of posting the update information on fans forums and and sharing with media, the agency called in the unique comedy talents of Matt Berry, star of Garth Marenghi’s Darkplace and Toast of London.
Together, they created a 1 ½ minute launch film that sees Berry unveil some of the update’s key features in his own hilarious and inimitable style – right from stabbing the list of new game elements with a dagger, to shushing the director as he tries to give him some guidance and refusing to do a second take. The film was produced by Assembly at Edelman and Edelman Deportivo.
Michael Flatt, Global Integrated Marketing Gaming Lead at Xbox, says: “Across the industry, game updates have a history of being relatively pedestrian and dry. As Sea of Thieves’ most epic update yet, we wanted Forsaken Shores to come out with all guns blazing. Matt Berry’s delivery does just that.”
The Forsaken Shores film will run globally on social and video channels, including Facebook, Instagram, Twitter and YouTube. Cutdown teasers showing the range of Matt Berry’s delivery and his crazy antics on set will also be released via Instagram Stories and on other social platforms ahead of the full release.
Indy Selvarajah, Creative Director at Edelman Deportivo, says: “We’ve been working with Xbox to go all out on new launches so we thought why not buck the industry trend and take the same creative gusto for a game update too? Sea of Thieves allowed us to combine world-class talent with smart content that would take the gaming legacy to our loyal fans and a new audience.”
Forsaken Shores launches today for Xbox One and Windows 10 and is available free. It invites players to venture into The Devil’s Roar, a perilous and challenging new region of the Sea of Thieves world featuring volcano eruptions raining down hot rocks and flowing lava, terrifying earthquakes, unpredictable geysers that can fling players into the air and dangerous-superheated water around its islands.
Sea of Thieves on Xbox One and Windows 10, is a Shared-World Action Adventure game where crews of real players set sail to live their pirate life.