High Street entertainment retailer HMV is rolling out a new marketing campaign with Konami's PS3 exclusive Metal Gear Solid 4 the first title to benefit.
The Get Closer brand targets the core games fan, and shows queues of dedicated gamers who turned up for HMVs chance to meet with Metal Gear creator Hideo Kojima earlier this month.
"Our Get Closer brand campaign may be about increasing the emotional engagement with artists and with product, but it's also about building that connection with our core customers as part of a three-way relationship,” offered Sandy Pianim, HMV's games marketing planner.
"Get Closer is as much about fans as it is about the products they buy, so it's only right we focus on them as well. This will be the first of a number of similar ads in future."