Rumors Suggest Sony Will Not Launch Paid Marketing Campaign for Bungie’s Marathon Amid Controversies
Sony Likely Shelves Paid Promotion for Bungie’s Upcoming Game
Recent rumors indicate that Sony has decided against launching a paid advertising campaign for the highly anticipated game, Marathon, developed by Bungie. This development comes amidst ongoing questions and controversy surrounding the project.
Details of the Marketing Decision
According to journalist Colin Moriarty, who shared insights on the Sacred Symbols+ podcast, Sony has reportedly canceled all plans for a paid promotional push for Marathon. The information suggests that the company is refraining from any form of paid marketing efforts for the game, which is unusual for a title of its caliber.
“Someone familiar with the marketing strategy in a major international market told me that there are no longer any plans for paid marketing for Marathon. I don’t know if recent events influenced this decision, if it was always the plan, or if there’s another reason behind it, but it’s quite an uncommon move for such a high-profile game,” Moriarty explained.
Controversies Surrounding Bungie’s Marathon
The game faced recent backlash after Bungie admitted to using artist Antireal’s assets without permission. This breach of copyright has cast a shadow over the project, prompting questions about its development integrity.
Additionally, Bungie recently announced the departure of its game director, Christopher Barrett, who was dismissed due to inappropriate conduct. He was replaced by Joe Ziegler, a veteran developer known for his work on Valorant.
Impact on the Game’s Release Timeline
Marathon was officially announced in early 2023, with a scheduled release date of September 23, 2025. However, the ongoing issues with asset misuse and management upheavals may lead to delays, as developers will need time to replace the stolen assets and address the controversy.
Recent Changes in Public Access and Player Reactions
In response to lukewarm player reception, Bungie recently lifted restrictions on reviews and streams of Marathon. Participants in the closed alpha are now allowed to share gameplay videos and impressions publicly, reflecting a shift in communication strategy.
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Alex "Pixel" Petrov
Gaming journalist & industry insider. Covers the latest game releases, updates, and behind-the-scenes dev stories. Knows every Easter egg, patch note, and upcoming title worth hyping. Always gaming, always analyzing.