Microsoft Studios head Phil Spencer says that Halo 4 is the most important entertainment product in the company’s history. When asked if it was also the most expensive product, Spencer said, “Absolutely. Nothing’s even close.”

While Spencer didn’t give an exact amount, this total also includes the total media spend on the game. Halo: Reach in 2010 was Microsoft’s previous high to be spent on marketing, bigger than Halo 3 which saw $6.5 million in its total media spend according to Kantar Media (the actual amount is likely far higher).

Source: Polygon