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Grimes said:
The marketing wasn't very creative or exciting, like a Halo or Gears. Sony needs to learn how to market outside the core demographic, because that is the difference between decent and blockbuster sales.

Especially such a witty likeable character like Nathan Drake, they did miss on this one, but the "dear playstation" ad was good, it didnt really showcase arguably the most charming part of the game, the characters.