I would say that it depends on how high of quality it is and how much support it is given ...
No More Heroes was a high enough quality game but was (essentially) dropped onto the market with no support. With very little marketing only very informed gamers knew anything about the game, and there were people (like me) who found it amazingly difficult to find on store shelves so you had to go out of your way to buy it.
...
Personally, I think Mad World looks like (just about) the easiest game to market in the world. The three colour palate (Black, White and Red) seems to emphasize the violent nature of the game, and a targeted marketing campaign that focused on channels like Spike and shows like Wrestling or UFC would probably result in a strong boost off of a minimal cost.
