Fans and Microsoft "Believe" in Halo 3

“A cultural touchstone,” proclaims Wired, “a Star Wars for the thumbstick generation.” The Halo franchise is more than just a video game—it’s an audience-fueled phenomenon that combines interactivity with the sweeping narrative of a novel or movie. With mythology and references ranging from the Spartan stand at Thermopylae and the Book of Genesis, and drawing on sci-fi works likes Aliens or books from Larry Niven, William Gibson, and Arthur C. Clarke, Halo is an epic tale worthy of the Greeks merged with cybernetics and future weapons.

And it’s also a huge moneymaker—potentially a billion dollar cross-media franchise for Microsoft. Shane Kim, Corporate VP of Microsoft Game Studios, describes the launch as “the biggest day in entertainment history” and expects Halo 3 to surpass the Harry Potter and the Deathly Hallows opening day revenue record of $166 million.



It’s expected to sell three million copies in 12 days—including a record 1.5 million pre-orders. Microsoft isn’t just counting on a $200 million opening day. They’re counting on Halo 3 to push Xbox 360 sales. Some experts predict consoles sales for September will reach 400,000, and help Microsoft combat Nintendo and the Wii.



Call it the “Halo” effect
Like cinema blockbusters, sales for Halo 3 will be concentrated in first few weeks. That’s why Microsoft is spending a $10 million in advertising to promote it. This launch also comes with numerous tie-ins, including a special limited edition Mountain Dew “Game Fuel” soda, a Halo-tagged Pontiac G6 GXP Street, Halo-themed packaging at Burger King and 7-Eleven, and a Fifth Avenue event at Best Buy featuring Master Chief and UNSC Marines handing out the game.



Here’s another interesting number: 62 percent. That’s how many Halo fans who, according to a G4 poll, will call in sick to play Halo 3 on Tuesday. Productivity issues aside, that’s brand loyalty.

Labels: advertising, business, culture, Halo, marketing, Microsoft

posted by Mark @ 4:40 AM