Fallout 4 and Halo 5: Guardians Show What Good Marketing Looks Like

Fallout 4 live action trailer

Great marketing can turn an anticipated game into a huge seller. Gamers were already going to buy Fallout 4 and Halo 5, but great marketing from both cement these purchases.

One popular marketing tool for games in recent years is live-action trailers. Microsoft used this to great effect during their Halo 3: ODST marketing campaign.

Today, Bethesda released a live-action trailer for Fallout 4. You wouldn’t think it would work, but it does. (here’s a link to the song used in the trailer below)

Now I want a Fallout TV show.

Fallout 4’s marketing extends to explaining the game’s mechanics. A series of educational videos highlight the “seven defining attributes that make you S.P.E.C.I.A.L.!” Yesterday, Bethesda released the sixth video – Agility.

It’s a great series of videos that keeps fans interested without spoiling anything from the game.

Bethesda’s marketing campaign for Fallout 4 began on the day it revealed the game. Right after their E3 press conference, Bethesda released a mobile game – Fallout Shelter. It’s just a simple simulation game, but Fallout fans were eager to play anything Fallout related. What started as a marketing resource quickly turned into a cash generator. In its first two weeks, Bethesda pulled in $5.1 million according to mobile tracking firm Superdata. Not bad for a free-to-play mobile game targeted at a traditionally hardcore gaming audience.

Bethesda shows how a multi-faceted marketing approach can generate interest and even money.

Halo 5: Guardians’ marketing entertains

Halo 5 hunt the truth

Halo 5: Guardians’ marketing engine has been roaring for nearly a year. You can argue last year’s multiplayer beta was the first salvo in an in-depth marketing campaign. Giving Halo fans a taste of Halo 5: Guardians nearly a year before its release helped ease concerns following the misstep that was Halo: The Master Chief Collection.

I loved the beta, but something even better was coming for Halo fans – #HuntTheTruth.

#HuntTheTruth is an ongoing part docu-diary, part audio archive that is one of the best pieces of marketing I’ve ever seen. Season 1 followed journalist Benjamin Giraud’s hunt for the truth about the story of Master Chief. Season 2 follows FERO and provides a backdrop for the events of Halo 5: Guardians.

Microsoft also went with a pair of live action trailers that tied directly into the #HuntTheTruth campaign.

Can we please get a Halo movie already?!


There’s always one game every holiday season that underperforms sales wise. Halo 5: Guardians and Fallout 4’s marketing campaigns help guarantee that it won’t be these two games.

Fallout 4 live action trailer
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