IndustryGamers was the first to bring you the news that Electronic Arts would be shelling out the big bucks to secure a TV spot during the Super Bowl. The 30-second advertisement likely cost EA in the range of $3 million, which is an awful lot of dough to spend on just one component of a video game marketing campaign. We have to wonder if it was worth the investment for the publisher. Thankfully our friends at the[a]listdaily got an answer straight from the horse’s mouth.

Phil Marineau, Sr. Product Manager for Dante’s Inferno, explained that the Super Bowl ad generated enough buzz that it was worth every penny. When you’re trying to get attention for a brand-new IP in a crowded market, standing out can be difficult. “From the marketing standpoint, we couldn’t be more pleased,” Marineau said of the Super Bowl spot. “With Dante’s we’ve tried to have big ideas the whole time and that came up with this; we could buy a whole bunch of cable spots or we could go after the large reach, the large audience. We knew we had to leverage it as much as possible and we told management how we were going to do it. We got lucky; it was the third most watched spot of the Super Bowl. People, WSJ put it in the top five, Wired put it number one. Our Google searches were through the roof. So the Super Bowl spot worked well for us.”

Check out the full interview with Marineau for much more on the wide-ranging campaign that EA put together for Dante’s.