CAL4M1TY on 25 November 2008
If SONY choose to do heavy marketing, they HAVE to differentiate the game as far away from Halo as possible, because we all remember how quickly shot down KZ1 was when it was labelled the "Halo-Killer".
Not that Sony would mention a rival product in their ads, but the way the ad campaign is setup (no live-action ads) and the nature of the ads (i.e I don't want to see a character taking a "last stand" and doing a mad dash through the opposition lines in order to devastate them from within like the Halo 3 superbowl ad, I think it was the superbowl ad, the one with the bubble shield reveal).
