Future has partnered with Microsoft and UM London to create an interactive edition of Xbox 360: The Official Xbox Magazine.
Focused on the hotly anticipated game Gears of War 3, the magazine features seven digital ‘Cog Tag’ watermarks that can be scanned using the Digital Space app for smartphones.
Each digital watermark leads the reader to one of seven Gears of War 3 videos, including an exclusive interview with the developer Epic Games.
Jon Hicks, Editor of Xbox 360: The Official Xbox Magazine, said: "Gears of War 3 is a hugely important release for us and our readers. Using this technology we can show them new game footage straight from the pages of the magazine, and give them direct access to the developer."
Simon Maxwell, Group Publisher of Future’s Games portfolio, added: “There is a real collaborative approach between the creative and planning teams from UM London and Future. This approach has enabled us to create truly unique executions which ensure their clients’ campaigns stand out from the crowd.”
Issue 77 of Xbox 360: The Official Xbox Magazine hits newsstands on September 2 priced at £5.99. Gears of War 3 is scheduled for release on September 20.
Rory Behrman, Ideation Director at UM London, said: “With the Gears of War 3 activity, Future have once again underlined why they are a valued partner in delivering engagement and entertainment to our core gaming audience for Xbox.
“With this and the upcoming Forza 4 treat in next month’s issue of Xbox 360: The Official Xbox Magazine, they have pushed the boundaries for consumer interaction and have delivered stellar communication solutions for our client”.