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There is one big difference between announcement of Alan Wake and FFXIII/GT5/Killzone 2. Remedy was forced to announce Alan Wake in very early phase of development, because they didn't have any publisher and they are very small company without resources (money) to develop game size of Alan Wake without outside funding. Without announcement of Alan Wake and all buzz after that MS probably wouldn't publish Alan Wake.

FFXIII, GT5 and Killzone 2 already had publisher and required funding for development when those were announced to public. Only reason to announce those games so early phase is that Sony needed hype to survive first two to three years of PS3 lifespan.