No expense has been spared for Final Fantasy 16’s all-encompassing marketing campaign, and with the PS5 console exclusive launching later this week, publisher Square Enix’s efforts have peaked. The Japanese juggernaut has partnered with the UK’s Royal Armouries – a world-famous museum that houses Britain’s national collection of arms – to forge Clive’s iconic Invictus sword and display it within the capital’s landmark Tower of London until 19th July.
The historic castle, which is one of the UK’s most popular tourist spots, includes all kinds of weapons and armaments once wielded by real-life kings – and located centrally, on the first floor of the White Tower, visitors will now also find Clive’s sword in the flesh, crafted by real-life swordsmith Tod Todeschini. According to the press release, he spent months building the weapon, using a “mixture of traditional techniques and the latest technological advancements in sword making”.
The publisher elaborates: “The lower part of the blade was ground from solid steel using belt finishers and hand grinders and then a long steel peg was welded-on, which went from the blade ridge to the end of the pommel. The upper part of the blade was then made from two hollow shells, then welded together and cleaned using belt and hand grinders. The final pieces of detail at the top of the blade were formed and spot welded in place to complete the blade.” Impressive!
Square Enix has yet to confirm what it intends to do with the sword once the exhibit has ended, but with the Tower of London likely to be visited by thousands upon thousands of tourists this summer, we’re fairly confident its partnership with the Royal Armouries will be fruitful for the firm. In fact, having already seen the Crown Jewels up-close, this author is considering planning a trip to the capital just to see Clive’s sword up-close!
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Comments 18
It feel like Sony is spending more money on Final fantasy 16 marketing than they do on some of they’re first party game’s marketing.
Square is very confident about FF XVI.
Of course, i'm convinced from day zero about this game, but damn... this is gonna be huge.
My copy already got shipped so maybe it already arrives tomorrow
Demo made me a believer. If I can clear some space in my diary (and if reviews/performance are good) I will be there day 1.
@Kidfried The hat is big enough to hold a pretty wild haircut, certainly Clives'.
Sony again showing why they are the kings of marketing, the hype for this game is already through the roof.
@4kgk2 This may as well be a first party game anyway as on consoles it will only be on playstation. Hopefully Square Enix are impressed enough to keep it that way with future Final Fantasy games.
No wonder SE are never happy with the sales figures of their games, when their marketing budget is so astronomical.
You reported here a few weeks ago that SE were already not happy with pre order numbers, as they were lower than expected, even when factoring in only launching on PS5.
@Sakai You know Sony footing the bill on most of the marketing for FF16 not square enix right? Also I heard FF16 preorder sales got a big boost after the demo was released.
@Sakai Squares problem is media oversaturation. They spend too much money so everybody talks about them all the time and more often than not, We don't have anything nice to say anymore. They make it kind of easy when they drop stuff like babylon's fall and forspoken, And then beg and panic over final fantasy.
But yeah people will say this is sony this time, when they do this for every FF and oversaturate media w PRs for everything else.
They had pop up cafes in jamie oliver restaurants for final fantasy fifteen.
But yeah, they DO blow a ridiculous amount of money on marketing for everything and then complain they didn't get their money back, because they don't know how to market for crap. They just throw a lot of money away because they have a lot of money to burn.
@Cordyceps Got to agree. I am looking forward to FF16 and its my most hyped PS5 game this year, but even I am sick of hearing it over the last few weeks. Its been well over the top and some of the costs must be huge.
@4kgk2 Whoever is footing the bill, its excessive. But I hope you are correct, I have not heard anything like that.
Last I heard they were really worried as Pre orders were low, even when considering only releasing on PS5, as reported on this very site.
@Sakai square could have preorders of 50million, it still wouldn’t be enough for them.
@PsBoxSwitchOwner ^This, I may not be the most positive voice on the game, but sales will be great regardless. But they never will be to Square no matter what. And @Sakai is right, this ridiculous overspending on marking must be a huge part of why. Most consumer products have more of their costs sunk on marketing than the product itself, but this seems egregious even by that standard. Just from the marketing expense it seems like they are, once gain, expecting to sell far more units than is practical to expect.
Bill Bailey and Vic Reeves touch Clive's sword.
This is ultra cool. Outside-the-box marketing is always interesting to me.
This might be quite smartly chosen advertising because it needn't cost that much. They have to pay one guy's wages for a few months and then at whatever it is to include a sword in an exhibition. I can't see that being more than a few thousand. To put an advert on once at prime time in the UK costs up to £35,000 on ITV - and you have to make it first, which can cost up to £250,000.
Is the Tower maintained by the state? Do they normally sell ads?
Nice marketing ad, made me wish I could afford to visit London.
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