Halo 3's release was celebrated by more than 10,000 launch parties around the world, like this one at the NASDAQ building in New York City.
The first-person shooter video game Halo 3 was the focus of an extensive marketing campaign which began with the game's developer, Bungie, announcing the game via a trailer at the Electronic Entertainment Expo in May 2006. Microsoft, the game's publisher, planned a five-pronged marketing strategy to maximize sales and to appeal to casual and hard-core gamers. Bungie produced trailers and video documentaries to promote the game, partnering with firms such as Digital Domain and Weta Workshop. Licensed products including action figures, toys, and Halo 3-branded soda were released in anticipation of the game; the franchise utilized more than forty licensees to promote the game, and the advertising campaign ultimately cost more than $40 million.
While Halo 2's release had set industry records, the mainstream press was not fully involved in covering the game; part of Microsoft's strategy was to fully involve casual readers and the press in the story. The saturation of advertising and promotions led Wired to state: "The release of Halo 3 this week was an event that stretched far beyond our little gaming world. Everyone from The New York Times to Mother Jones wanted to cover it."[1]
Released on September 25, 2007, Halo 3 became the biggest entertainment debut in history, earning more than $170 million in a few days and selling a record 3,300,000 copies in its first week of sales alone.[2]Halo 3's marketing won several awards, and was cited as evidence of the increasing mainstream popularity of games.
^Kohler, Christ (August 27, 2007). "Halo 3: The Mainstream Press Responds". Wired Magazine. Retrieved February 21, 2008.
^Klepeck, Patrick (October 18, 2007). "September NPD: Halo 3 Sells 3.3M". 1UP.com. Archived from the original on May 16, 2007. Retrieved February 10, 2008.
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