Deadpool has been fully embraced by High Moon Studios, says firm's marketing manager

Deadpool development will use lessons learned from the Transformers series, by tapping into a break through character which can grab mind share in the market, says High Moon Studios' marketing manager Greg Agius.

Speaking with [a]listdaily, Agius said due to the success of War for Cybertron, Activision gave the studio more say in how Transformers: Fall of Cybertron was marketed as it will with Deadpool.

"We work symbiotically with the Activision team: they have the resources and mass market expertise, we provide assets and knowledge that bring everything close to the IP," said Agius. "For a licensed game like Transformers it's critical that you be IP accurate. You need to be a fan to talk to a fan. The look, feel and tone of all of our assets match our game perfectly.

"In fact in most of the time we've leveraged game assets to create our ads. With Grimlock and now Deadpool we have a knack for finding very unique characters. With so many games on the market you need characters that can break through and grab mind share.

"What we do best at High Moon is identify what it is that we as fans love about these characters and then use that as a core part of our campaign."

Agius said Deadpool has literally "taken over High Moon," as the has embraced the character fully.

"Being accurate to the character has already paid huge dividends with Deadpool's game announcement at San Diego Comic Con," he said. "We broke the fourth wall and took over Marvel's panel, spray painted a Spider-Man billboard, and made everything look and feel Deadpool.

"The reaction has been glorious insanity. It's amazing to see all of the new people we've now brought into the know on Deadpool. With tens of millions of hits to DeadpoolGame.com, fans are informing other fans.

"Activision and High Moon took big risks to do something fun and creative and millions are responding to it."

Deadpool will launch on PS3 and Xbox 360 in 2013.

Thanks, GI International.