Same Company Co-Branding

In this video, notice the line "Exclusive Unlock Code for Dragon Age II inside copies of Dead Space 2".

Here, the video pushes pushes sales of Dead Space 2 on the back of the popularity of Dragon Age II. Dragon Age II has a huge fan following. Thus, fans of the Dragon Age franchise want to get their hands on every piece of Dragon Age content available. By including special Unlock Code to Dragon Age II content inside boxes of Dead Space 2, the publisher, Bio Ware, aims at increasing sales of Dead Space 2 through fans who will buy Dead Space 2 copies just to get the codes for exclusive Dragon Age II content.