People have been saying that Sony should take a leaf out of MS's book in marketing games but I don't agree. In fact I think MS's marketing is messed up and here is why.
1. You shouldn’t spend millions upon millions to market a game that is already guaranteed to sell millions. Halo 3 and Gears 2 are good examples. The reason why there is marketing for a product is to ensure it will sell. Did Halo 3 and Gears 2 need it? I don't think so. On name alone Halo 3 and Gears 2 will sell themselves.
2. MS's fetish for the hardcore market and their disproportional spending in marketing core games and casual games. MS's with their marketing strategies have always come across to favor the hardcore gamers. Why aren't there any mountain dew Banjo drinks? MS have done a good job in diversifying their lineup this gen which includes casual gems like Viva but where is the Gears 2 level of hype and ads for viva or Banjo?. You see. The message MS is sending out to the casuals with their marketing strategies is that only the hardcore matters and others are just afterthought. Well guess what? MS like Sony needs the casual to sustain their growth.
If you compare this to Sony. It’s completely the opposite. Sony never discriminates between gamers or games. Sony gives equal importance to all their games with their marketing strategies. If you look at all major PS3 games so far like Uncharted, MGS4, HS,LBP,RC TOD,R1,R2. All of them had similar level of advertisement from Sony. The overall message Sony is sending is that all these games are important and so are all the different gamers that love them.
Even with GT5. I doubt Sony will put in a Super Bowl ad lol!.