Invitations to gamers were sent out through our own PS2 database. Further invitations aiming to attract fans of the designer, Fumito Ueda, were extended through local publicity and projections detailing where and when ‘the ultimate gaming experience’ would take place. As gamers lined up to play on these giant projected landscapes, they were also offered the chance to win treks to South America to experience similar adrenalin-inducing views first hand.

The live game-play projections were a colossal communication experience for a colossal game. The advance online gaming community publicity and local media coverage generated a threefold return on investment.

On its release Shadow of the Colossus went straight in at #1.