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.

When I’m not playing Rocket League (best game ever), you can find me writing about all things games, space and more. You can reach me at alex@newsledge.com

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