Videogame marketing is strange creature; remember when Microsoft strapped eight people to a billboard in London and threw weather at them to promote the release of Rise of the Tomb Raider, with the last person standing winning a Tomb Raider-themed holiday that sounded just as arduous? Well, now it’s happening again as to promote Fry Cry Primal, Ubisoft is launching a competition that will see the winner take part in expert survival training and spend the night in a cave in France.
Called “cave bnb”, the competition is being used to promote the Stone Age world in which Far Cry Primal is set, with the winner “learning to push [their] limits and reconnect with [their] most primal instincts” by taking part in a survival course by day and using the skills they’ve learned to live in the cave at night. You can even wreak vengeance on the person you hate mos- sorry, I mean you even get the chance to bring a friend along to experience the fun with you.
That sounds…great. I feel like someone somewhere has gotten the impression that the majority of people who play action adventure games do so because they would really love nothing more than to experience the grueling lives of the characters they play. Now, I certainly can’t speak for everyone who plays games, but as someone who frequently plays them wrapped in a blanket with a mug of hot chocolate to hand, safe in the knowledge that I will never have to do anything like fight a mammoth or sharpen a spear, this isn’t massively appealing to me. I play these experiences because I don’t have to actually live them. The wild would eat me alive.
Actually, when you look at the breakdown for the prize, you find that the trip does involve a night in a hotel in Lourdes, as well as the inclusion of all your food, so there’s a silver lining there. Plus, apparently the cave costs €250 per person, per night to stay in, so it’s kind of a luxury cave. It’d probably have a market value of £2.5 million if it was in London.
If going Primal does appeal to you and you’re a resident of the UK, France, Germany, Spain, Belgium or the Netherlands over the age of 18, you can enter the competition by tweeting why you want to stay in the cave to @farcrygame with the hashtag #cavebnb. It’s open from now until January 21st. I think I’ll probably just opt for vicarious living and wait for the game’s release in February.