Marathon: Marketing Missteps and Potential Delays
Bungie’s highly anticipated revival of the Marathon franchise has been anything but smooth sailing. After a promising announcement in May 2023, the game faced significant hurdles, including a delay—now scheduled for 2025—largely due to layoffs within the studio. Read more about the announcement here.
The Shadow of Layoffs and Executive Changes
In 2024, the situation worsened when Game Director Christopher Barrett was fired for misconduct. The reins were handed to Joe Ziegler, formerly of Valorant. This change, alongside insider reports from figures like Tom Henderson, cast a bleak shadow over the game’s future. Find out more about Barrett’s departure.
A Mixed Bag of Announcements
Bungie tried to regain ground last month with the release of gameplay footage and a date for Marathon’s debut: September 23, 2025. However, the excitement was short-lived. A serious setback emerged when Bungie confirmed that the game used assets taken without permission from the artist Antireal. The studio has publicly acknowledged its mistake and vowed to rectify the situation and compensate the artist. See their official statement here.
Rumors of Marketing Cuts: What Does It Mean?
Amidst these challenging times, an alarming rumor surfaced about the lack of marketing plans for Marathon. In a recent episode of the Sacred Symbols + podcast, former IGN journalist Colin Moriarty shared that:
"I was told by someone familiar with marketing plans in a key overseas market that there are now no plans to do paid marketing for Marathon at all."
This revelation raises eyebrows, particularly for a game of such high profile, igniting speculation about the game’s viability. Listen to the podcast here.
The Weight of Expectations
It’s essential to approach these rumors with caution. Both Sony and Bungie are under immense pressure following previous missteps. Sony recently experienced the fallout from the poorly received Concord, which lost $200 million, as well as the cancellation of The Last of Us Online. Meanwhile, Bungie has grappled with layoffs and vocal criticisms of its leadership. Delays may be a strategic move aimed at salvaging Marathon’s potential.
Multiplayer Features That Matter
Marathon is set to make a mark on PC, PlayStation 5, and Xbox Series S|X, featuring full cross-play capabilities. Interestingly, this sci-fi first-person PvP extraction shooter won’t carry a full-price tag, likely being positioned around $40 to $50. Read more about its pricing strategy.
Conclusion: A Path Forward?
As we stand on the brink of Marathon’s release, the road ahead is fraught with challenges. Yet, it also offers an opportunity for Bungie to learn from past errors and deliver a game that resonates with fans. Only time will tell if these marketing missteps can be turned around, but one thing is clear: both Bungie and Sony cannot afford another live service misfire.
Stay tuned for updates as we continue to monitor the situation and share insights on what this may mean for the future of Marathon.
