Publisher explains marketing effort for upcoming sequel will treat game like "massive AAA game" unlike predecessor.

Namco Bandai is going in "guns blazing" to market Dark Souls II, public relations director Lee Kirton told OXM during a recent preview event.

He explained that unlike how it treated Dark Souls and Demon's Souls, the publisher will treat Dark Souls II like a "massive" AAA game from a marketing perspective.

"The good thing this time round is we're investing more in it from a marketing perspective," Kirton said. "With Dark Souls and Demon's Souls, it was very focused, small-scale. We're treating this as a massive, massive triple-A title."

Kirton further explained that marketing materials for Dark Souls II will be aimed at fans of the series, as well as The Elder Scrolls V: Skyrim players.

"We're going to go guns blazing with it, and hope to God that it works," Kirton said. "We're going after people who love and adore Dark Souls, while hopefully widening the net a little. I'm not saying that every Skyrim player's going to be jumping on Dark Souls, but it would be nice if some of them did. It's a different game, sure."

The original Dark Souls has sold over 2.3 million copies life-to-date.

Dark Souls II is currently in development for the Xbox 360, PlayStation 3, and PC, though a release date has not yet been set. For more, check out GameSpot's previous coverage of the role-playing game.

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