Theres a huge difference between Smartphone game marketing and Console game marketing. Smartphone game marketing is much more about simply getting the name out. Because of the low barrier of entry (often free), if people know the name of your game, they will try it.
Obviously console gaming is a radically different beast. The barrier for entry is much higher to the tune of hundreds of dollars (console+game), so convincing someone isn't as easy as making them know it exists.
Also, you have to take into consideration the audience. How do people learn about smartphone games? For the most part, a vast majority of them get no real publicity through game sites and whatnot, and you are mostly selling to people who wouldn't see the game websites anyways. With console games, I'd guess that a large chunk of the audience learn about games through game sites. If you consider all of the sales of the game, how many people would say that they bought any console game due to an advertisement? I'd guess not many relative to mobile games
Because of all of this (and more), marketing is much less of a shotgun tactic for console games, and targeted advertisement tends to be much more economical.
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