It will sell at least a million based on advertising alone, just like R&C Future. Hell, the TV ads have already begun. Sony has often pointed to this title as their big exclusive for the end of the year, even above Resistance 2, so you know they'll be pushing it heavily.
Of course, one million is merely my low end estimate. Personally, I think this game will go on to sell 4+ million. This game will start off slow, with mainly hardcore gamers like us buying it (and judging by the reactions of forumites and journalists alike, there will be plenty of us, as this game seems to hold a sway over gamers like no other), but it will have extremely long legs, with things like word of mouth and the ever expanding user generated content of the game pulling in more and more people.
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