Space Marine 2’s Viral Marketing Stunt in Paris Isn’t Quite What It Looks Like, Sorry Warhammer 40K Fans

As we enter the final stretch to the release of Warhammer 40K: Space Marine 2, the hype has never been higher. Fans of the series have been asking for such an entry into the franchise for a long time, and their wait ends in just 11 days. 

Given the fast-approaching launch date, one would expect Focus Entertainment to be pulling out all the stops to make sure the excitement is high. But, it seems the hype is clouding many people’s understanding of what’s real, and Focus is leaning into this state of frenzy. 

Focus Entertainment Adopts Avant-Garde Advertising for Space Marine 2 in Paris

As technology evolves, it allows companies to adopt new marketing tactics that allow for immersive experiences, and the same goes for video games. But where the two differ is that you can be 100% sure what you’re seeing in-game is fictional. The same can’t be said for AI in advertising, and Focus has taken advantage of that in its latest ad for Warhammer 40K: Space Marine 2. 

Chat is this real?? #SpaceMarine2 pic.twitter.com/HxRt1anRXg

— Focus Entertainment (@Focus_entmt) August 30, 2024

The company uploaded a video onto its official X channel, taken from what is meant to feel like a smartphone in an organic manner. In the video, we can see a massive Space Marine banner hanging in the archway of the Arc de Triomphe monument.

For those wondering how the company managed to do this, it’s with the power of AI, but that hasn’t stopped people from believing it might be true. 

AINT NO WAY pic.twitter.com/CWUgBWr2LE

— crispy_querem | Average PGR Enjoyer (@teamplayer93) August 30, 2024

Despite the community asking its members to tone down expectations for Space Marine 2, such marketing tactics make it difficult as everyone can feel the hype. 

The Emperor bless my country 🙏

— RedKov (@RedKovFR) August 30, 2024

One reply even asks if the banner is truly there, as they are close enough to the monument to go check it out. 

Please tell me it is I’m literally 30 minutes of public transportation away from the Arch

— Xyannick3 1 (@1Xyannick360534) August 30, 2024

Even Saber Interactive jumped in with its reply, further fueling the fire. 

🤯

… is it⁉️

— Saber Interactive (@SaberGames) August 30, 2024

Not everyone seems super pleased with this move though, as one reply says it’s a distasteful move. 

That’s fucked up

— Shawn Matthews (@SMthegamer1) August 30, 2024

Now, while most people seem to understand that the move is just a marketing gimmick, it hasn’t stopped them from expressing their excitement for the release. 

The hype is real. thats for sure! pic.twitter.com/YtCxXVXuKV

— Fervor Gaming (@FervorGamingYT) August 30, 2024

The hype makes sense, given the developers have confirmed there are zero paid microtransactions in the title and a bunch of free updates over the next year. 

Focus Entertainment Reveals Year One Update Roadmap for Space Marine 2

Microtransactions have long been labelled predatory. The developers for the game have promised it will not have any such purchases and have revealed the year one content roadmap for Space Marine 2. The only paid items in the various seasons are cosmetic options, which will not affect gameplay. 

The free content updates have set the community buzzing with excitement. One of the first few updates will be to the PvE missions and other inclusions in the game. Players will also get a new enemy to face along with a new difficulty and a new weapon. 

The end of Season 2 will bring the most-awaited mode for the game: Horde Mode. Fans had been hoping such a mode would be included in the title. While it’s a bit of a wait, the confirmation of its addition is enough for many in the community. 

What update are you most excited about? Let us know in the comments below!