4. Halo 5: Guardians’ Marketing
Game: Halo 5: Guardians
Developer: 343 Industry
After the failed launch of the Halo: Masterchief Collection, 343 Industry needed to bounce back in order to bring the Halo franchise to current-gen. Halo 5: Guardians attempt to bring Halo back to basic, after Halo 4 changed the formula to make it more Call of Duty. Despite releasing with good reviews, and a consistent community that still plays the games today. However, the same can’t be said for the story mode of the game. Halo 5: Guardians introduce a new Spartan called Spartan Lock, throughout the story you play as him as you search for Master Chief after The Chief decided to garb his own team in order to search for Cortana. Simple premise right? Well if you actually looked at all the trailers and interviews from 343 Industries and Microsoft you’ll assume that the Masterchief is on the run for destroying a planet.
The entire buildup of the game is that supposedly Masterchief went rouge and that you have to go after him. This was promoted as the #Huntthetruth campaign. Even the trailers portrayed the Chief and Lock trying to kill each other. However, it is safe to say that none of that actually happened. The player was expected to play as both Lock and Chief equally to get a good idea of the story, but it was more of 80% Lock, 20% Chief. This blatant attempt to mislead the player truly did hurt the reputation of Halo 5, and it took 343 Industries years to recover, all because they did not advertise the game properly.