Capcom believes the Dead Rising 2: Case Zero downloadable prologue has provided the same awareness for the full blown title as a multi-million pound TV campaign.
Case Zero was released a few weeks prior to Dead Rising 2 at the low price of 400 MS Points and has sold over 500,000 copies.
"It's the most dynamic sales weapon we have ever had in our arsenal, giving us the equivalent exposure of a multi-million pound TV campaign," Capcom's UK product manager Karl Reader told MCV.
He added: "We foresee other publishers will follow suit. With increasing development budgets and increased risk, several smaller projects is only sensible. What we are seeing is a precursor to episodic gaming with Capcom at the helm."
Dead Rising 2 is out today for Xbox 360 and PS3 - read our review here. A second downloadable episode, Case West, this time acting as an epilogue will be released later this year.