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The first Killzone had a huge marketing push in Europe. Full size Helghast figures in stores, posters everywhere and commercials on TV.

Even Killzone: Liberation had quite a few big advertisements.

Sony want to make KZ their own big first party shooter franchise to rival the likes of COD or Halo. I suspect come January they're going to turn up the hype meter and start to really market the hell out of this title.