In August 2010, a two-page advertisement appeared in Famitsu, showing Kamurocho in ruins, with the words "The End" over the image. The name of the game was officially announced in a September issue of Famitsu and confirmed on the game's official site on September 9. Video footage of the game was shown for the first time at the Tokyo Game Show 2010, showing footage of minigames such as darts, fishing, batting and karaoke. It also showed scenes of the town being overrun by zombies and destroyed by a large, black monster and many small creatures. Footage afterwards on the Ryu-Stream channel showed the cabaret girls' actors "shooting" a zombie actor with guns. A recurring theme in the series is tie-ins, in which real-life businesses, restaurant chains or products are promoted prior to the game's release and within the game itself. A range of awamori drinks by Okinawa's Seifuku Distillery were licensed. A range of goods, including bracelets and T-shirts, was sold at Don Quijote, a store chain which has been featured in every game except "Kenzan!" so far. Also sold at Don Quijote was a themed energy drink called "Energy Dragon". Another returning tie-in was a promotion with 777town, in which a Kazuma Kiryu avatar was available for use with the 777town website, and Volcano, a pachinko centre sponsored by the website, was included within the game. A collaboration with a hat brand, Override, was shown in-game; the hat was also available for purchase from Override's website. A men's fragrance, "Black Dragon", was designed by producer Toshihiro Nagoshi, and appears both in-game and at retailers such as Don Quijote. Another promotion with Kai Razor included a Ryū ga Gotoku strap and razor case, and protagonist Kazuma Kiryu is shown shaving with one of their razors in an in-game cutscene. Another Kai Razor campaign featured bracelets designed by Nagoshi, Takaya Kuroda, Hidenari Ugaki, and the hostess' performers, as well as a nail clipper. Karaoke Kan, a karaoke venue featured in the game since "Yakuza 3", was included in another promotion. The first 200 customers to visit the special series rooms were awarded one of the three tie-in prizes (80 of each of the T-shirt and Kai Razor prizes were available, while 40 bottles of Black Dragon were given away), and an alternative "Karaoke Kan Version" of the game's commercial was played there, featuring Jun Komori, a model who appears as a masseuse in the game.