Japanese publishing giant Bandai Namco has said that its marketing push for Elden Ring expansion Shadow of the Erdtree is its "most ambitious" for DLC so far. 

Speaking to GamesIndustry.biz, Anthony Macare – the company's European marketing and sales boss – said that it is developer FromSoftware's biggest expansion to date. 

"We envision Shadow of the Erdtree as a monumental milestone," Macare said. "It’s not merely an expansion; it’s the largest FromSoftware [expansion] ever crafted, transcending the traditional scope of downloadable content."

He continued: "Recognising the significance of this release, we’ve approached the marketing of this expansion with the same vigour and commitment as we would for a brand-new title," he said. "From the initial announcement to the release, we’ve allocated a substantial budget and resources to ensure the campaign’s impact matches the content’s quality.

"This campaign is unparalleled in its scale and by far our most ambitious for an expansion."

Elden Ring launched back in 2022 and has shifted over 25 million copies to date. The Shadow of the Erdtree expansion is out today (June 20th).