Behind the Game: Master Chief

Interesting story on how Halo 3's marketing team molded the image of Master Chief from being a hardcore game to a pop culture hero.

"Microsoft knew Halo 3 could be big, bigger than gaming itself. It wasn't about video games, wasn't about video games press, but the franchise had to become part of pop culture."

"We didn't have an awareness problem – people knew Halo 3 was coming out. We had a perception problem."

"People thought the game was hardcore, and not mainstream. To change that perception, the team wanted people to think about Master Chief as a hero. That's how we transcended from video games to pop culture."

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