At first glance, the two Ubisoft execs might seem to contradict each other, but nowhere does Detoc actually compare casual marketing costs to core marketing costs. It's not like "marketing, retail space, branding" are unimportant for core games.
The EA example is most likely an outlier. They're betting big on Sports Active because they see Nintendo making tens of millions of unit sales with their Wii Fit campaign. Judging casual marketing costs based on such titles is like judging core titles by Halo 3's marketing budget.
"The worst part about these reviews is they are [subjective]--and their scores often depend on how drunk you got the media at a Street Fighter event." — Mona Hamilton, Capcom Senior VP of Marketing
*Image indefinitely borrowed from BrainBoxLtd without his consent.
