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Halo: Reach is Microsoft's biggest-ever marketing spend

By Alec Meer

Tue 24 Aug 2010 8:49am GMT / 4:49am EDT / 1:49am PDT

Media campaign to top $6.5m, and involves a laser-wielding robot

Microsoft intends to spend more on marketing for upcoming shooter Halo: Reach than for any previous effort. While figures are undisclosed, its media spend alone will top the $6.5 million laid out for Halo 3.

Xbox global product manager Michael Stout told Advertising Age that the campaign would be Microsoft's biggest ever, and followed a beta trial for the game which attracted 2.7 million players.

Media spend includes 300 million bottles of Mountain Dew, 30 million bags of Doritos, an Ultimate Fighting Championship sponsorship, a series of live-action TV spots… and a laser-wielding robot in San Francisco.

"We're trying to get people to connect back to their lives, not computer graphics or something overly sci-fi," said Taylor Smith, director of global marketing communications for Xbox.

"Live action is a way to capture that. We're trying to tell the story in broad strokes and universal themes that people know all around the world."

The KUKA KR 140 robot arm will be controlled by visitors to, who can use it to remotely carve a 54000-point light-sculpture of the game's protagonists.

The aim is to beat Halo 3's $300 million in first-week sales, and to significantly increase the $2 billion the 34 million-selling series and its associated merchandise has generated since 2001.

From Recommendations by Taboola


Did they really spend only $6.5M on Halo 3's marketing? I find it hard to believe. Valve said they'd spent $20M on Left 4 Dead 2 marketing campaign and Halo 3 push was much bigger.

Edited 1 times. Last edit by Paweł Szarek on 24th August 2010 11:01am

Posted:6 years ago


Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.

2,522 3,225 1.3
Halo 3's marketing budget is somewhere between $40 million and $100 million depending on the source.

They'll likely spend $6.5 million on each of those individual marketing efforts alone (Mountain Dew, Doritos, UFC, etc...).

Posted:6 years ago


John Bye Lead Designer, Future Games of London

510 549 1.1
"We're trying to tell the story in broad strokes and universal themes that people know all around the world"

Like laser-wielding robots? o_O

Posted:6 years ago


James Osborn Studying Computer Science Networks, University of Hertfordshire

3 0 0.0
"Like laser-wielding robots? o_O "

Do YOU know of any person, regardless of who they are, that wouldn't love a laser-wielding robot?

Posted:6 years ago


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