EA has announced that BioWare's upcoming Action RPG, Mass Effect 3, has broken all of the internal targets they set for the game's pre-order phase.
"Currently our pre-orders have broken the targets set, we are well ahead of where we were at the same point with Mass Effect 2 and we have all of the platforms aligned for launch, which is a first for the Mass Effect franchise," product manager Will Graham told MCV.
Graham continued by talking about the advertising campaign which is spearheading their efforts. "TV, cinema, online, print and outdoor activity will help capture the mainstream audience," explained Graham, whilst core fans have been targeted with "a host of trailers, social media activity and fan site activation".
Mass Effect 3 marks the first time that the franchise will see a joint release on all of the major platforms. The original Mass Effect skipped the PlayStation 3, while Mass Effect 2 was released sometime later as Microsoft's exclusivity of the franchise ceased.
The third game in the franchise will release on the 9th of March, with EA hoping it can surpass Mass Effect 2. "Mass Effect 3 follows on from a 96 Metacritic-rated game and everything suggests that the third iteration in the franchise is going to have the same, if not better, quality," rounded out Graham.