"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."