Elden Ring publisher Bandai Namco says what FromSoftware probably should have: Shadow of the Erdtree "rivals the scope of a standalone game"

Jun. 20, 2024

“This campaign is unparalleled in its scale and by far our most ambitious for an expansion,” says Bandai marketing exec

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Much like developerFromSoftware,Elden Ringpublisher Bandai Namco is all-in onShadow of the Erdtree. Unlike FromSoftware – specifically the studio’s president, Hidetaka Miyazaki,who famously reckoned the DLC is “probably” bigger than Limgrave– Bandai’s very loudly arguing that the impendingElden Ring DLCis about as big as a new game.

Speaking withGamesIndustry,Bandai NamcoEurope chief marketing and sales officer Anthony Marace described Shadow of the Erdtree as “the largest FromSoftware [expansion] ever crafted, transcending the traditional scope of downloadable content.” More to the point, Marace says the DLC “rivals the scope of a standalone game.”

“Recognizing the significance of this release, we’ve approached the marketing of this expansion with the same vigor and commitment as we would for a brand-new title,” he added. “From the initial announcement to the release, we’ve allocated a substantial budget and resources to ensure the campaign’s impact matches the content’s quality.” (Bandai also says getting people to beat Mohg and Radahn was key to Shadow of the Erdtree marketing, or in other words, git gud and then buy the DLC, please.)

I can understand why a developer would want to keep expectations in check, lest everyone run with the hype and conclude we’re getting Elden Ring 2 in all but name, setting themselves up for a crash back to Earth. At the same time, you’d think FromSoftware would be eager to shout about this thing from the rooftops, or at least say it’s bigger than frickin’Limgrave.It feels like a Limgrave inside of another Limgrave next toanother,fiercerLimgrave. Perhaps the Souls crew has decided it’s better for players to be surprised and market the game themselves in a state of ‘You’ve gotta see this’ shock.

Check yourElden Ring DLC release time– the Shadow of the Erdtree countdown is on.

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