While KZ2 had a lot of hype behind it (no, not more than Halo 3), and had it's top of the line graphics to distinguish itself, does MAG have the ability to compete against a very crowded and tough market, especially when it is a original IP and it's graphics won't grab anyone just by it's screenshots.
In order for people to be interested and consider MAG over the likes of games such as Modern Warfare, is if they know about it's features and gameplay mechanics. Unfortunately in order for people to find that out, they need to have enough interest to take the next step and look up MAG on google, and read about it, and I doubt casual gamers would even do that at all, but rather just buy what's popular at the momment.
So I say that Sony should get that hardcore and Sony fanboys interested and utilize the infamously fanatical hype and zeal those fanboys have by providing a constant stream of news. Every time a bit of news, a new trailer, some screenshots, etc comes out, they can count on Sony fanboys like me to post it on VGChartz and act like sales men. They should make this the first priority to get a safety net of definite cutomers of the game.
For casual fans, I say that they need to use the TV, and outside posters. But when they do use up that precious 30 seconds, and whatever attention span the average teenager like me has, they need to go OVER THE TOP. For Christ's sake, the name itself is over the top: Massive Action Game.
They can't spend that 30 seconds doing soemthing artsy, or explaining whatever the fuck storyline they have going. They need to go "X ammounts of weapons, character customization, X ammount of vehicles, X sq miles in this map, and finally X ammount of players in one game" (I can see a TV commercial where they zoom in on one soldier, and then they zoom out to show the entire battlefield).
The features of this game is what's going to attract casual PS3 owners, and they need to showcase that.
I don't expect this game to beat MW2, and I'm afraid that it might not possibly sell that well. So I think that because this is a new IP, Sony needs to really advertise this smartly, as opposed to what I felt was mediocre marketing with KZ2.
