Gamedaily writes: "In a special presentation at the recent MI6 Conference, Microsoft marketers talked about the success story that is Halo 3. MS wanted to make sure the mainstream, not just the hardcore, viewed Master Chief as a hero.
One the biggest game success stories in recent years has been Microsoft's Halo 3. And at the MI6 conference in San Francisco, the marketing minds behind some of the biggest projects gave a presentation on how they'd planned to conquer the market – and how the titles had succeeded.
Jerret West, a global group product manager from Microsoft, says they had a Halo 3 mandate from former Xbox exec Peter Moore: "Don't screw up."
Starting with positioning, the team wanted to develop the humanity around the character of Master Chief as a human savior, "not as a reckless American cowboy." West says that they also wanted to raise the immersion bar of the franchise."