Exclusive downloads are considerably more effective than expensive advertising campaigns, reckons Capcom.
UK product manager Karl Reader was speaking to MCV about the release of Dead Rising 2: Case Zero a stand-alone, downloadable prologue set before the forthcoming sequel proper.
"It's the most dynamic sales weapon we have ever had in our arsenal, giving us the equivalent exposure of a multi-million pound TV campaign."
Reader reckons unique appetisers like Case Zero will encourage gamers to get into stores on launch day to pick up the full title.
"We foresee other publishers will follow suit. With increasing development budgets and increased risk, several smaller projects is only sensible. What we are seeing is a precursor to episodic gaming with Capcom at the helm."
Capcom is clearly picking up the idea and running with it. It announced Case West, a second downloadable episode exclusive to Xbox Live, at the Tokyo Game Show last week. No release date has been confirmed yet.
Dead Rising 2 besieges shopping malls across the land from tomorrow. Eurogamer's Simon Parkin was all too happy to feast on its brains, awarding it a tasty 8/10.