Bandai Namco is marking a major milestone with the launch of Elden Ring: Shadow of the Erdtree, describing it as their "most ambitious" expansion to date

Bandai Namco has described the promotional efforts for Elden Ring's new Shadow of the Erdtree expansion as their "most ambitious" yet.

Set for release tomorrow, Shadow of the Erdtree introduces a fresh map with new dungeons and bosses, extends the story, and enhances RPG elements.

In a conversation with GamesIndustry.biz, Anthony Macare, Bandai Namco Europe's Chief Marketing and Sales Officer, expressed the high expectations the company has for this expansion.

"We view Shadow of the Erdtree as a landmark achievement," said Macare. "It's the largest DLC FromSoftware has ever created, going beyond typical downloadable content."

Macare mentioned that the expansion's scale is akin to that of a full game, which has influenced Bandai Namco's marketing strategy.

"Due to the importance of this launch, our marketing approach treats it like a completely new game release, involving significant budget and resources to ensure the campaign reflects the expansion's high quality," he remarked. "This campaign represents our biggest and most elaborate effort for any DLC."

Unlike many expansions that are digital-only, Bandai Namco is offering both physical and digital versions, including a premium collector's edition, aiming for a strong retail presence.

Macare also predicts a notable increase in Elden Ring sales thanks to the launch, noting an upswing in active players leading up to the release.

He highlighted that the game has seen a surge in active players, including both longtime fans and newcomers.

"We are grateful our players are willing to pause their other activities to engage with FromSoftware's immersive world once more," he said.

Addressing a PC Gamer report indicating that less than half of Elden Ring players on Steam have defeated the boss required to access the new content, Macare noted the challenge this presents.

"While this statistic poses a unique challenge, our vast player base—exceeding 25 million units sold—ensures even a fraction represents a significant audience. Our marketing is designed to reach this substantial number effectively."

He further stated that the expansion's launch will incentivize players to complete the necessary parts of the game.

"The journey to access the DLC is an integral part of the adventure, and we look forward to seeing players meet this challenge," he concluded.