My first encounter with the new Prince of Persia was a stunning video with a Sigur Ros song running through the background. After I watched the video, I wanted to immediately go find out what the song was. I was immediately “invested” in the game – there was no pushing, no prodding, no “BUY THIS NOW” required.

Now they have another video up on their front page, this one set to a Sia song called “Breathe Me”. And I had the same reaction – the first thing I did after watching the video was fire up Shazam and figure out who it was. To me, the folks over at Ubisoft marketing are doing a bang-up job. I wish more marketing teams would follow their lead. Just make me interested in the product you’re selling, and let me figure out whether I like it or not.