Uncharted 4 is receiving "PlayStation's largest ever" software marketing campaign, Sony UK has said, with hordes of digital, print and TV adverts planned, alongside "innovative" in-store marketing that will see Drake "swinging from a real rope".
PlayStation's "biggest ever array of innovative POS (point of sale)" is promised to hit stores in the run up to the game's release, "including pallets with Nathan swinging from a real rope; treasure chest cubes, stand out FSDUs (free standing display units), window vinyls and more".
You can check out everything Sony has planned in the images above and below, taken from this week's MCV.
The marketing plans are a far cry from last year's critically-acclaimed Until Dawn, which Sony was criticised for failing to market appropriately following its launch last August.
"People have asked me why it wasn't marketed as much as other titles," Sony's worldwide studios boss Shuhei Yoshida said last year. "It's a decision made by marketing departments in each region. Because of the focus on this Christmas time-frame, to really support the big third-party titles like Destiny and these titles, they didn't see the need to push Until Dawn that much from the platform marketing standpoint. I think everybody was caught by surprise by the positive reaction."
Some UK copies of Uncharted 4 were stolen while in transit earlier this month during a "violent assault", leading to some copies circulating the country two weeks before release.
Despite the incident Sony says that Uncharted 4 remains on track for release on May 10.