Microsoft is planning to back Rise of the Tomb Raider with a huge marketing push.
Speaking to MCV, Jon Edney, Xbox first- and third-party category manager told the site, "There will be a multi-million pound UK marketing investment to support a title of this magnitude.
"Our investment in non-traditional channels continues to grow as we explore new ways to showcase our games.
"One of the custom components within it is a landmark Instagram experience that will give fans a customisable visual journey through the world of Rise of the Tomb Raider."
He also added: "It's fair to say that the home of Tomb Raider is right here in the UK; not only does that open up opportunities from a PR perspective, but also has an influence in terms of the location of major marketing investments.
"For example, the Survival Billboard, a campaign which will culminate in eight UK Tomb Raider fans being placed on a live billboard in central London for 24 hours, experiencing wild Siberian weather conditions in a test of endurance, courage and self-discovery, akin to what Lara has to face in the game.
"The decision to locate a global launch activation of this scale in Britain speaks volumes about the importance of the UK."
Do you feel advertising is important and do you think it will help sales of the game, considering the competition?