Elden Ring: Shadow of the Erdtree is Bandai Namco's "most ambitious" expansion launch
Bandai Namco says the marketing campaign behind Elden Ring's Shadow of the Erdtree expansion is "unparalleled in its scale" and the publisher's "most ambitious" for DLC to date.
Shadow of the Erdtree launched today and adds a new map with additional dungeons and bosses, extends the story, and features a range of improvements to the RPG elements.
Speaking to GamesIndustry.biz, Bandai Namco Europe's chief marketing and sales officer Anthony Macare said the company's anticipation for this launch has been "sky high."
"We envision Shadow of the Erdtree as a monumental milestone," he said. "It’s not merely an expansion; it’s the largest FromSoftware [expansion] ever crafted, transcending the traditional scope of downloadable content."
He added that the size of Shadow of the Erdtree "rivals the scope of a standalone game," which has driven Bandai Namco's approach to its launch.
"Recognising the significance of this release, we’ve approached the marketing of this expansion with the same vigour and commitment as we would for a brand-new title," he said. "From the initial announcement to the release, we’ve allocated a substantial budget and resources to ensure the campaign’s impact matches the content’s quality.
"This campaign is unparalleled in its scale and by far our most ambitious for an expansion."
Far from being a digital-only release like most expansions, Bandai Namco has prepared "multiple physical and digital editions," including a premium collector's edition, to make a splash at retail.
Macare also expects the launch to "make a significant impact" on sales of Elden Ring, observing that Bandai Namco has already seen a surge in the number of active players in the run-up to Shadow of the Erdtree.
He added the active player count has "reached new heights," and that it's not just the game's early adopters but a wave of new players as well.
"Ultimately, we consider ourselves fortunate that our audience is willing to set aside their other engagements – and not just other video games
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