Games Booth

PROTOTYPE^® 2 LAUNCHED IN UK WITH THE WORLD’S FIRST OVER-18 LIVE AD

Shocked Audience witness Ad shown post-watershed due to explicit content
Covent Garden, which often plays host to family-friendly entertainment, revealed a darker side last night as audiences were witness to the world’s first ever over-18 live outdoor advertisement to celebrate the launch of new video game, PROTOTYPE 2.  So explicit was the ad, that it was shown post-watershed to avoid a younger audience.

The live ad – inspired by PROTOTYPE 2 – featured actors playing the parts of the game’s new protagonist Sgt. James Heller and his nemesis Alex Mercer, as well as Blackwatch military and the disease-ridden Infected. Action from the game, including a gruesome and bloody confrontation between Heller and Mercer, was considered unsuitable viewing for those below the age of 18 for fear of causing upset or distress.

A first of its kind, fans were also offered the opportunity to choose the finale to the ad through a voting mechanic that closed just hours before the action went live.  The dramatic close saw Mercer triumph over Sgt. Heller in an intense showdown.

PROTOTYPE 2 will be available for the Xbox 360® video game and entertainment system from Microsoft and PlayStation®3 computer entertainment system on 24th April 2012, and for Windows® PC on 24th July 2012. The PlayStation®3 version of the game will also be released on PlayStation®NETWORK on 25th April across Europe.

About PROTOTYPE 2

The sequel to Radical Entertainment's best-selling open-world action game of 2009, PROTOTYPE 2 takes the unsurpassed carnage of the original PROTOTYPE and continues the experience of becoming the ultimate shape-shifting weapon.  As the game's all-new infected protagonist, Sgt. James Heller, players will cut a bloody swathe through the post-viral wastelands of New York Zero with unparalleled locomotion, building up a vast genetic arsenal of deadly, biological weapons and abilities as they hunt, kill and consume their way toward the ultimate goal — to kill...Alex...Mercer.

To find out more about PROTOTYPE 2, follow us on Twitter atwww.twitter.com/radical_ent and check outwww.prototypegame.com for the latest trailers, screenshots, special promotions and more! For the truly dedicated, go towww.facebook.com/prototype and join thePROTOTYPE Army – a community of over 450,000 (and growing) fans that receive constant updates from the team at Radical, including early sneak peeks at new information and assets, and  head on over to www.prototypegame.com/store to get your hands on the newest PROTOTYPE 2apparel and merchandise.