Anybody with an eye on the games industry will have noticed the ongoing heated debate surrounding an ad from a number of state backed UK charities that implies videogames lead to a sedentary lifestyle that can (and it would seem, will) in turn lead to an early grave.

What communications challenges face Sony in ensuring that 'LittleBigPlanet' is the success it could be?

Despite something of a rocky start, 'LittleBigPlanet' seems to be finding its little cloth feet in the marketplace. With big promotional campaigns pushing the game in the run up to the holiday season, Sony and Media Molecule will be hoping that the title lives up to the big promises it has made to both of them.

 What happens when games stop being products and become brands?

Those who have recently finished Far Cry 2 will be pleased to find out that the fun isn’t over just yet. Courtesy of Intel, two new missions have been added to the PC version of the game. And what’s more, they’re free!

 The new Metal Gear flash site not only teases gamers, it puts them to work.

Teaser’s have an important role to play in promotional campaigns, especially for those IP capable of such dizzy heights of hype as Metal Gear. They act as a declaration, a statement of intent, an identifiable point that marks the beginning of a game’s existence in the public conscious. Of all the trailers, adverts, demonstrations and interviews that are used to promote a title, whatever it may be, they will all be traceable back to this single point.

Why re-branding was the best possible move for a cornered SCi

Big tectonic shifts in the world of game branding yesterday as SCi announced that it had officially adopted the name of its subsidiary Eidos. The move marks the latest point along the firm’s recently turbulent timeline as it has struggled against considerable losses, mass-layoffs, project-axing and rumours of acquisition.

What opportunities await brands wanting to make their first venture into videogames with Sony's 'Home'?

With the launch of PlaySation Home seemingly all but imminent Red Bull has had the pleasure of announcing that it will be the first brand to have a presence within Sony’s virtual world.

 The beauty of Resistance 2's newspaper wrap around is that it doesn't look like advertising.

 Editor's Note: This article is posted by a reader of Edge and does not necesarily reflect the opinions of Edge's editorial team.

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Do liberally distributed beta tests take the edge off promotional campaigns?

For a long time videogames have had a solid and effective method of delivering product trial in the faithful old demo. However, the rise of the “open beta” has seen this mainstay of the game marketer’s promotional toolset redefined.

Is the Shenmue mail campaign an exersize in futility or a golden opportunity for Sega?

Public Relations needs to stop being veiwed as an isolated function but instead something that goes right to the core of a developer's output.