Conviction to "re-invigorate stealth genre"

Ubisoft plans to capture a new audience with Splinter Cell: Conviction by re-revitalising the stealth genre.

The publisher says its upcoming action title features gameplay mechanics that are far more accessible than those found in its predecessors.

Ubisoft hopes to draw in this wider audience with a marketing campaign aimed specifically at newcomers to the franchise.

We’re going to reinvigorate the stealth genre with Splinter Cell: Conviction,” said Ubisoft’s brand manager Matt Benson.

Brand awareness is high for Splinter Cell, but we want to broaden the audience and appeal to those who may have never considered buying it.”

With print ads running in specialist gaming magazines, Ubisoft will extend this to technology, sport and men’s lifestyle publications as the game’s release date nears.

The bulk of the marketing spend has been invested in TV advertising in order to drive mass awareness. There will also be ads through video-on-demand services, such as SkyPlayer and 4oD.

The dual-phase TV campaign will begin with a hard-hitting teaser creative running after 9pm, before broadening out to incorporate 20 and 30-second spots. TV advertising will ramp up in the weeks around launch and continue through to the end of April and beyond.

Anticipation levels are high for this game, both for Splinter Cell fans and newcomers to the franchise,” said Benson.

We have a clear launch window, a strong promise and we’re also aiming to appeal to those who may not have played Splinter Cell before.”

Tom Clancy’s Splinter Cell: Conviction is due for release on Xbox 360 on April 16th.