Activision recently discussed its partnership with Eminem on the release of Call of Duty.
“We know from our own research that our fans have a really strong affinity for Eminem [and] there’s a lot of overlap there,” Activision’s chief marketing officer Tim Ellis says in an interview with Billboard. “Aligning the two brands is something we think will continue to serve us well into the future.”
Activision also spoke about how they worked with Eminem and Game Stop in order to release all copies of Call of Duty: Ghosts with a download code for The Marshall Mathers LP 2 and an exclusive song at $8.99. Billboard reports that this was a discount of three dollars off the standard-edition iTunes price for the project.
“People in the music industry ask me all the time, ‘How do we get into Game Stop?’” Activision’s Vice President of music affairs Tim Riley says in the article. “We know that people who buy a lot of games are the same people who buy a lot of music, but this is the first time we’ve been able to get a deal like this done.”
Eminem’s The Marshall Mathers LP 2 and Activision’s Call Of Duty: Ghosts were released in partnership on November 5. Eminem’s album is projected to be #1 on the Billboard Top 200 album sales chart when figures are made official next week. Call Of Duty: Ghosts reportedly brought in $1 billion on its release date.
Eminem and Activision worked together to premiere “Survival” at a Call of Duty event in August. Activison also used the song in Call of Duty: Ghosts promotional materials, including a music video for the track featuring Eminem in front of footage from the video game.
Eminem’s “Survival” music video can be viewed below.