1. Grand Theft Auto 4’s Marketing

3. Rockstar's Grand Theft Auto IV, released last April, sold 6 million copies during its first week, bringing in $500 million. It cost Rockstar $100 million to produce, 1,000 people worked on the project, and it took three-and-a-half years to complete.

7. Making of the series in high-brow games mag Edge - on sale March 2008 – a month before GTA 4’s release April 2007 – Official PlayStation Magazine has the first UK look at GTA 4 March 2007 – world exclusive first look at GTA 4 in US games mag Game Informer

13. Unveiling the box art On 27 November 2007 Rockstar released the image of the box art and a video of a team of artist recreating it on a wall in warehouse. http://www.youtube.com/watch?v=TxcWwK10i5M

20. Response from LCPD

21. Stickers and Graffiti

22. GTA 4 graffiti being painted

23. Spoof websites Rockstar encouraged fans to send recordings of themselves ranting about anything - which would then make it into the final game on the Talk Radio channel WKTT, Our-own-reality.com Website focusing on the celebrities from Liberty City

24. Limited edition Liberty City licence plate available to those who pre-ordered with Amazon.com Point of sale promotions Special Edition GTA 4 – with soundtrack, duffel bag and a safety deposit box that contains the game. To encourage consumers to pre-order GTA (place a deposit on copy of the game before its release), Rockstar ran promotions with retailers offering exclusive GTA branded products.

25. Use of fansites Rockstar are particularly good at engaging with their fanbase especially with GTA fansites. Throughout the build up to GTA4’s release they sent assets (screenshots, information) to the fansites and even invited the editors over to New York to play the game before its release. (www.thegtaplace.com/feature/gtaiv-fansite-event/) A Chihuahua Hotdogs t-shirt and Pisswasser Beer glass – both brands from the GTA universe – sent to the editor of gtagaming.com