Future US

October 01, 2009 08:00 ET

Future US Brings Gamers the Modern Warfare Experience of Codemasters' "Operation FlashPoint: Dragon Rising" With Exclusive, Augmented Reality Ads

The Official PlayStation and Xbox Magazines Ads Connect the Print and Online Advertising Campaign, With a New, Extended Game Scenario

SOUTH SAN FRANCISCO, CA--(Marketwire - October 1, 2009) - Future US, the special-interest media company, has revealed its first-ever augmented reality print advertising campaign, partnering with Codemasters to bring a contemporary conflict scenario for its Operation Flashpoint: Dragon Rising video game to life.

The augmented reality advertising campaign, in which the reader visits to hold the print ad in front of any webcam to trigger the war scene, will appear exclusively in the December issues of Official Xbox Magazine and PlayStation: The Official Magazine, which shipped to subscribers on 9/30. The advertisements will only appear in the Future US titles. Future plans to launch more augmented reality campaigns, which "Read, Write, Web" identified as one of the top 5 web trends of 2009.(1)

When the innovative print advert for Operation Flashpoint: Dragon Rising is displayed in front of any webcam at a special landing page on, the previously static print advert promises to come to life before your eyes. The print advert depicts a small group of allied soldiers outgunned and outmanned behind enemy lines. Putting the ad in front of the webcam brings it to life, with your soldiers calling in air support from an AH-1Z helicopter, which fires missiles at the enemies and saves your troops.

The special web page also provides links to the official Operation Flashpoint: Dragon Rising website, alongside links to YouTube video, and Facebook and Twitter feeds. The augmented reality campaign was created in-house at Future US.

"We saw Future's Official PlayStation and Xbox Magazines as the best platform to reach our core audience by bringing Operation Flashpoint: Dragon Rising to life through exciting new print to online enabled advertising technology," said Dave Miller, Vice President of Marketing for Codemasters.

Rachelle Considine, General Manager of the Games Advertising Group for Future US, added:

"Already a rising trend in advertising, we are delighted to partner with Codemasters on our first-ever augmented reality campaign, which is best suited for the interactive gaming audience. Only through this medium can readers thumb through the issues and take it online to GamesRadar to unlock more unique content for Operation Flashpoint: Dragon Rising. We look forward to working with our games industry partners on additional augmented reality campaigns, demonstrating that print isn't dying -- it is reinventing and innovating."

To find out more, please visit from Thursday, October 1.

(1) September 10, 2009: Top 5 Web Trends of 2009: Mobile Web & Augmented Reality

About Future

Future plc is an international special-interest media group that is listed on the London Stock Exchange (LSE: FUTR). Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating over 180 special-interest publications, websites and events for people who are passionate about their interests. We hold strong market positions in games, film, music, technology, cycling, automotive and crafts. Our biggest-selling magazines include T3, Total Film, Digital Camera, Fast Car, Classic Rock, Guitar World, Official Xbox Magazine, Official Playstation Magazine, Nintendo Power, Maximum PC and MacLife. Our websites include,,, and Future produces over 4 million magazines each month; we attract more than 18 million unique visitors to our websites; and we host 25 annual live events that attract hundreds of thousands of enthusiasts. In addition, Future exports, syndicates or licenses its publications to 90 countries internationally, making us the UK's number one exporter and licensor of monthly magazines.

About Codemasters

Codemasters is a developer and worldwide publisher of entertainment software appealing to all ages and interests. Publishing for all platforms including Microsoft Xbox 360™, Sony® Playstation® 3, Sony Playstation Portable, Nintendo DS, PC-DVD and Nintendo Wii™, mobile phones and provide persistent online services. Codemasters is dedicated to bringing excellent and innovative games to players across the world. With more than 20 years experience, a strong management team and great technology, Codemasters has invested heavily to take advantage of the many new opportunities in the fast-expanding digital entertainment market.

Contact Information

  • For more information
    Brigit Valencia
    Plugged In PR for Future
    Email Contact