Max Payne 3
Rockstar Games debuted their first multiplayer experience in Max Payne 3, set amidst São Paulo's socio-economic landscape.
The marketing strategy was meticulously crafted to align with the game's gritty narrative and cutting-edge bullet-time mechanics. A unified campaign aesthetic was achieved through stylized CCTV visuals, further grounded by a color palette inspired by the São Paulo setting. Execution involved compelling trailers, social posts, and in-store displays, all echoing the security footage look to heighten the connection with the main storyline.
1st
Rockstar multiplayer game
105MM
Multiplayer games played within the first month of release
3MM
Copies shipped