Portal 2 is Valve Software’s biggest launch this year, and is significant for including the PS3 along with the PC and Xbox 360. Still, it may not reach what is considered the company’s most seminal title: Half-Life 2.
“Everything that we do competes with Half-Life 2,” said Valve VP of marketing Doug Lombardi . “That was a huge, huge launch. It was six million or something in the first year, so we’re always chasing that one. But yeah, Portal 2‘s going to be really, really big.”
However, he denied the need to go after the platforms individually, saying that’s old school and tied to the old print mentality. He added, Today, the websites are all multi-platform. If you’re doing television ads, which are where a big, big percentage of where the dollars are going, those are all multi-platform. Of the $25 million that we spent for Left 4 Dead 2, which came out on only two platforms, at least $23 million of it was spent just promoting the brand and the game. Without any thought of it was PC or Xbox.”
Source: GI.biz
