BBC Business News reports how the Halo franchise is a key part of Microsoft's global business strategy to dominate an increasingly uncharted, but potentially profitable, video game market. Microsoft hopes that Halo 3 will enhance Microsoft's profile worldwide, entice buyers to subscribe to Xbox Live and all other Microsoft services like movie downloads, and generate extra revenue streams.
It is a business model that is also being pursued by Sony with its PlayStation 3. Game industry analyst (and former Edge magazine editor) Margaret Robertson discusses if Sony's so-called "Halo-killer", Killzone 2, will capture public attention and imagination for Sony's PS3 as Halo has for Microsoft's Xbox. Robertson also compares the market advantages and strategies of Microsoft, Sony and Nintendo, and discusses how games and independent studios will continue to play significant roles in the competition.