Heavenly Sword Developed By Ninja Theory Next Generation Games Developer In Cambridge UK

Wow. I wouldn't want to say anything bad about Microsoft Game Studio's Marketing and PR. Luckily this guy says it for me.

It's weird at MS. Sometimes a game (like Project Gotham Racing) will have a super-enthusiastic Program Manager and the marketing guys will have him talk to the press and things go great!

On Halo, that's what Ed Fries did - he knew the game and went out there and hyped the hell out of it. He did a really good job!

Other times they'll put a guy that used to sell sportswear in front of the press, and it all goes to hell.

I don't get it. It's some kind of cultural weirdness there that allows such a thing.

I'm serious. I really don't get it. The usual excuse, 'we grew really fast', won't work anymore. I think there is just something about their culture at MS that says, 'a good marketing guy can sell anything.' But guess what - that's not true!

Especially in games. Game journalists can smell fake gamers a mile away.