Halo 3 (the final chapter in Microsoft’s epic video game trilogy) finally goes on sale around the world. By the end of the week, 37 countries will be playing one of the most anticipated video games of all time. Microsoft won’t divulge sales predictions (and won’t specify how many millions of dollars the company has spent developing and marketing it), but the pre-sales have already broken sales records for any previous video game.
When Halo 2 was released in 2004, it grossed $125 million during the first 24 hours of its release. Microsoft spokesman Ryan James said “We know we’re going to clear that.” More than 1.5 million copies of “Halo 3” have been sold before a single store opens its doors at midnight, making this the fasting pre-selling game in history, surpassing the previous record-setting pre-sales of “Halo 2.” Well beyond just a U.S. phenomenon, the launch of “Halo 3” is a worldwide celebration that is releasing in 37 countries and available in 17 languages. To date, over 14.8 million copies of the previous two games have been sold.
The Halo 3 hype machine has saturated the market for months. Celebrities have been spotlighted to proclaim their love of Halo, and the merchendising campaign is nothing short of any summer blockbuster. Master Chief’s image has been slapped on everything from Mountain Dew to novels, Special Edition Xbox 360s and even an action figure line.
Mountain Dew was pouring shots of their fruity Game Fuel
Some dedicated gamers have been anticipating the game for over a year. Many purchased the game nearly a year ago when stores began taking pre-orders. At that time, it was unknown that there would be three versions available, and some gamers were coerced into upgrading their $59.99 “regular edition” sale to the $69.99 Limited Edition (which includes a collectable metal case). The $129.99 “Legendary Edition” is also available, which includes a Spartan helmet replica (the helmet worn by Master Chief), bonus discs, and special “Halo” fiction and art book.
Master Chief butters up the crowd
Many Best Buy, Circuit City, Game Crazy, Game Stop, Blockbuster and nearly 10,000 other video game retailers will be open at midnight to welcome the rabid fans waiting in line for their copy of Halo 3.
Halo 3 promises to tie up the loose ends at the conclusion of ‘Halo 2’, which left some fans confused (even angry). Brian Jarrard, an executive for Bungie Studios confirmed that the story line will be brought full-circle, which should satify the hordes of fans. “We’ve definately heard a lot of complaints about the cliffhanger ending in ‘Halo 2′” Jarrard said. “For us this is the third chapter. We are definately wrapping up the story arc. We talk about it as our ‘Return of the King.'”
Although Halo 3 is the end of the “story arc”, it doesn’t appear that the series will be fading anytime soon, Jerard added. A strategy game called “Halo Wars” is set for release in 2008. Last year, Microsoft reached a deal with Peter Jackson to help create two new video games; at least one of them in the ‘Halo’ universe.
In Halo 3, Master Chief returns to Earth to “Finish the Fight” for humanity’s survival, that continues from the second game. The alien armies of the Covenant are trying to take over Earth (in retaliation for the destruction of Halo at the end of the first game). Another alien threat (called the Flood) threatens the entire galaxy, and Master Chief must thwart all of the alien forces.
More than 10,000 retailers have planned events to open their doors at midnight to celebrate the third installment in the billion-dollar Halo franchise. The Best Buy in Bellevue, Washington (just a stone’s throw from the Microsoft campus) hosted one of the biggest parties, featuring contests, and appearances by various celebrities fanatical about the Halo franchise, and OCmodshop was there.
Most gamers started showing up around 6:00 or 7:00, but a few had camped out the night before to get the first place in line. By 9:00, the line had stretched way beyond the back of the store, with an estimated 400 people in line. It was rumored that Best Buy had secured over 800 copies of Halo 3, so there were sure to be plenty for everyone, including retail customers that will arrive the next day.
WizKids was there giving away Halo ActionClix figures
The Bellevue launch party was set to be one of the biggest in the country, and several well-known media outlets were there, in addition to OCmodshop. All of Seattle’s local news stations had set up aerials from their mobile news stations, and G4 even made an appearance. Also making the rounds was “Glen the Toolbox” from the B.J. Shea morning talkshow on KISW FM in Seattle.
G4 showed up to cover the event
The place was crawling with Microsoft representatives, who were covering the event for xbox.com, and several other Microsoft-run sites. Among them was Laura Foy, who used to be a journalist on ZDTV before G4 took over. Also doing promotions for Microsoft was Xbox.com’s Trixie, who was giving away autographed Xbox 360 consoles to those in line.
Local celebrities came out to par-tay!
Master Chief met with the crowd, emerging from the store every hour or so to take pictures with the fanboys (and girls). Master Chief was silent throughout each ordeal, no matter how many questions people asked him.
Best Buy staff started lining up barrier chains in front of the main entrance of the store. Apparently there were going to be some celebrity guests. Shortly after 10:30, Warren Moon (the voice talent behind Sargeant Johnson) came out of the front doors to meet the crowd and sign autographs. He was very grateful to the fans, and answered as many questions as he could before moving on down the line. Several Bungie superstars also had their Sharpies ready (such as Bungie’s Josh Bell), and signed posters, boxes, and copies of Halo 3 for those in line.
Warren Moon signs autographs for the crows
We all knew something big was coming up next, because the Best Buy staff came out like armed guards, and started clearing the pathway. Around 20 minutes before midnight, Bill Gates himself was led out the front doors to do a quick meet and greet with the loyal Halo fans. The media went into an absolute frenzy, and the multitude of camera flashes almost turned the night into day. Bill went down the line at a good pace, shaking hands and signing autographs. Bill stayed in the brightly lit front of the building and didn’t turn the corner, so most of the line didn’t get a chance to see him. It was an exciting gesture for the head of Microsoft to show up, but it seemed to be over as quickly as it started.
Bill Gates emerges to greet the hordes of Halo fans
Minutes later, three large buses pulled into the Best Buy parking lot, and the entire crew from Bungie greeted the crowd. Everyone applauded, cheered, and started chanting “Bungie! Bungie!”, as the developers threw various Halo 3 stickers and hacky-sacks into the crowd. The crew piled up near the entrance and were positioned so that they could see everyone coming out of the store. The crew at Bungie seemed very proud of their baby they had worked on for over three years.
One of the MS reps, Eric, started firing up the crowd, bullhorn in hand. “C’mon guys, we’ve only got 20 minutes left! Soon you’ll be able to play Halo 3!” The crowd became more and more excited as the hour drew near.
The Best Buy reps came out and announced the 5 minute mark. At 12:01, the doors were opened, and the first batch of customers were allowed inside to finally purchase their copy of Halo 3. The line was guided by a literal wall of strategically-placed Halo 3 Limited Edition Xbox 360 consoles. In the front of the store was a table of what seemed like hundreds of copies of Halo 3. There were even tens of scores of Legendary Edition boxes, with the coveted Spartan helmet nestled inside.
Various Babes came out for Halo 3
The line moved very quickly, and within thirty minutes nearly one-third of the line had already purchased their games. Most people started hurrying to their cars, as many “had to be at work the next day”. It’s probably a safe bet that Tuesday will be the highest sick-day count in the country, as many gamers develop “Halo Fever” as they play into the night.
Among all the other Halo 3 events across the country, this was the place to be. Gamers found themselves among a close-knit group of new friends, all sharing in the united celebration of something much bigger than any one of us: the common bond of tossing a plasma grenade, hijacking an alien craft, and p0wning that trash-talking n00b. If that doesn’t bring people together into a era of peace and love, then I don’t know what will.
For many hardcore gamers, Halo 3 has been anticipated since the second part of the saga released in 2004. Halo 3 delivers a much bigger part of the story, and many gamers are hoping that this isn’t the last they see of Master Chief. While Halo 4 hasn’t been announced (even in the rumor mill), Halo Wars is coming in 2008, which should keep gamers happily blasting away in the Halo universe.
Peter Jackson is also onboard with Microsoft to help create a new Halo game, too, so it looks like we’re only seeing the tip of the multi-billion dollar iceberg. To many, Master Chief is an old familiar friend, and Halo 3 is sure to keep us happy through the Holiday season. Microsoft knows when it has something good, and so do gamers.