Microsoft: Halo is ‘biggest platform exclusive’

"Nothing is bigger than Halo," says Xbox marketing boss.

March 12, 2012 / 06:41 AM EDT / (@salromano)

Master Chief’s return later this year “is huge,” according to Xbox director of global marketing Steve Beinner. 

The Xbox mascot last appeared in 2007′s Halo 3; 2010′s Halo: Reach saw players in control of Noble Team and took place before the events of the first Halo.

“Honestly, there’s not many franchises that have done what Halo has,” Beinner told MCV. “There’s not many that have broken through and sold that much. You named two of them, [Grand Theft Auto] and Call of Duty. But if you look at platform exclusives, nothing is bigger than Halo.”

Halo 4 producer Kiki Wolfkill added: “Halo has missed Master Chief a little bit. And that’s not to take anything away from the games that were off the main line. But we’ve built so much equity in Chief and really such a strong icon in Chief, that I do think people missed a little bit not being able to see what he was doing next. He is such a strong focal point.”

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  • KingKelloggTheWaffleHaggler

    Too bad 343 is screwing it up so dang bad

  • Malcolm Reynolds

    Gran Turismo says hello.

    • FaithlessMr

      @Malcolm Reynolds:
      Ahah yeah, and Mario, like Kain81 pointed out.

      Then again, this guy is advertising his own product, nothing wrong with that on my book.

  • Locksus

    I wish my name was Kiki Wolfkill. Damn badass.

    • whiteferrero

      @Locksus: in my country, kiki means a boob XD

  • Zero

    Kind of a no shit sherlock moment here.

    Considering it is one of the only first party 360 exclusives that gamers really care about.

    I’m highly skeptical of 343 as well. Trying to pick up the series from Bungie is no easy task.

    With that said, I’m willing to give them a chance before I crucify them.

    • KingKelloggTheWaffleHaggler

      @Zero: No crucify them now!

    • Zero

      @Zero:

      I didn’t realize exactly what he said when I read the article earlier.

      Perhaps, I just put it into context, and figured he was only talking about Xbox 360 platform exclusives.

      If you want to dig into all platform exclusives, then you have to first ask the question. What makes a great exclusive?

      Is it sales, is it awards and high review scores, or is it something else entirely?

      For example, while I’m sure the games have not sold as much as Halo titles. The Uncharted series, specifically 2 and 3, won many awards and took game of the year from a majority of publications.

      Food for thought.

  • Gaara D. Dragon

    I really don’t care about the shooter console that is the 360 but seeing how this fella confuses words like “big” with “only” is a bit sad.

  • Kain81

    I would say Mario is the biggest plattform exclusiv…

    • hush404

      @Kain81: Yep. If we’re talking ALL platforms then Halo isn’t. If we’re talking JUST xbox… of course Halo is… what else is there to even compete against it on that system?

  • Gaara D. Dragon

  • FaithlessMr

    Well….being that this comes from a Microsoft rep, I wouldn’t expect him to say otherwise. They do have to advertise their products, after all.

  • Malcolm Reynolds

    @FaithlessMr: agrred, nothing wrong with advertising your product.
    There is something wrong with falsely advertising or in this case misrepresenting your product.

    He said “GTA and CoD sure, but as far as PLATFORM exclusives (encompassing all platforms) nothing is bigger than halo”.

    This is simply not true. Both Gran Turismo and Mario are bigger franchises.
    Typical MS reps talking out of their ass. Nothing new to see here.

  • GAMEMASTER

    Microsoft always talk talk talk, but when it comes to deliver, its ass……

  • dart2087

    Mario says HI! :)

  • KingOptimus101

    M$ and Halo can go suck a dick, all of this is just hype to steal people money over a milked product.

  • xMCXx

    Masterchief doesn’t even have a face!

  • Malcolm Reynolds

    It pleases me to see so many posters on this site who dont suffer the typical MS induced Stockholm Syndrome the majority of America does.

    Thank you folks. Perhaps there is hope for the gaming industry.

    • KingKelloggTheWaffleHaggler

      @Malcolm Reynolds: I only got an xbox for my love of bungie =\

      Now,no more!

    • kiri25

      Master Chief is what saved the original xbox and personaly the way MS milks the halo franchise and the desire to make no new IP’s, I feel Master Chief may kill the system.

      I mean when the new xbox comes out what will they have? Halo is not going to be able to always save the system, and with bungie gone and Peter no longer with lionhead both franchises future seem uncertain. This is what MS does not understand, it seems they believe they dont have to bring anything new to the industry as long as they have halo and fable.

      Well this is just my opinion anyway.