Marketing
Max Payne 3 was Rockstar's "biggest and boldest marketing effort thus far". Highlights of the campaign included prominent TV spots during the 2012 UEFA Champions League Final and other mainstream programming, as well as outdoor campaigns. Rockstar Games ran a competition where its Twitter followers who tweet using the #MaxPayne3 hashtag through January 13, 2012, could see their likeness featured in the title's multiplayer. Rockstar also ran another competition to win a trip from New York to São Paulo to attend at Sonar São Paulo, get a customized Max Payne 3 Xbox 360 console, and play the game a week before its official release.
Rockstar collaborated with several retail outlets on pre-order bonuses available through several store chains throughout the world. The Cemetery Multiplayer Map is a map pack, where pre-order customers get early access to the map. The Silent Killer Multiplayer Loadout Pack includes the "devastatingly destructive" Light Anti-Tank Weapon, the slippery character burst to quickly escape a deadly firefight, and the listening device item that amplifies hearing, allowing the player to hear approaching enemies from a greater distance. Those who pre-orders the game from specified retailers receive a code that allows to get the game's first paid Multiplayer DLC Pack for free. A "Special Edition" of Max Payne 3 is available for pre-order. The "Special Edition" includes a 10" tall collectible Max Payne statue, series of game-inspired original still life art prints, bullet keychain (copper and brass-plated iron bullet-shaped) and Max Payne 3 official soundtrack. Exclusive multiplayer content consists of Classic Multiplayer Character Pack and Disorderly Conduct Multiplayer Weapons Pack.
A three-part Max Payne comic book series will be released just in time for the launch in the third game. Published in partnership with Marvel Custom Solutions it'll explore the events of the original Max Payne game and its sequel, as well as delving a little further back in the protagonist's troubled past. Rockstar boss Dan Houser and Sam Lake of original developer Remedy are authoring the books. The series will be released as a digital graphic novel and in limited print editions.
Both the PlayStation 3 and Xbox 360 versions features rewards respectively for PlayStation Home and Avatars. Rockstar re-released the first Max Payne, subtitled Mobile, for iOS devices on April 12, 2012, with the Android version launching later. Max Payne Mobile has been optimized for both iOS and Android devices and features HD graphics, high-resolution textures, Social Club connectivity and user-customizable controls. The Rockstar Games Social Club is a website that displays the gameplay statistics of registered users and feature competitions and awards based on player activity within the game, which will support both Max Payne Mobile and Max Payne 3.
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