xbox 360
Even Gears Of War 2's Marketing Is Bigger, More Badass
Posted by Luke Plunkett at 8:30 PM on September 5, 2008
The Gears 2 development team have a motto: bigger, better, more badass. It's inscribed, in blood, atop their monitors, and every morning, they gather in a circle, wearing dark hoods, and chant it in latin. But it doesn't just apply to the development of the game. Oh no, according to Epic artist Pete Hayes, it applies to the marketing as well. Witness Dude Huge and his toy Lancer. Or this comment from lead writer Josh Ortega:
The first [Gears] was good and if we can find a way to do ten times better, than I'd be impressed. That sounds hard, but sure, why not? I say the original Gears was like the ten, but sure, let's go to eleven. Like Spinal Tap, right? Let's go to eleven.
Cocky? We like to think they're just not taking the lead-in to this game as SERIOUSLY as some other developers do (though few developers get the luxury of working on a guaranteed million-seller).
Lead GoW2 artist and writer talk Lancer polys, deaths and comics [X3F]

Comments (AU Comments · US Comments)
There are currently no AU comments for this post.
Poison
Posted 9:03 PM 5/9/08
MAIOR, MELIOR, PLUS CULUS MALUS!
MAIOR, MELIOR, PLUS CULUS MALUS!
I hope they remember to sacrifice a goat. But not in public, like Sony likes to do...
Poison
lumpi
Posted 9:02 PM 5/9/08
Cocky? Yes, cocky.
lumpi
Atheist Jew
Posted 8:55 PM 5/9/08
The original game was ANYTHING but a 10. More like an 8, or a 7.
How about make Gears 2 bigger, better, but with a story? I'd enjoy that.
Atheist Jew
manderf
Posted 8:54 PM 5/9/08
What is this problem with marketing - especially in the gaming world - where overexcited developers and promoters claim that they're 'turning it up to 11'. I've only seen Spinal Tap once, but I'm pretty sure that the whole point of that joke was to demonstrate how idiotic the band were that had their amps designed to go to 11. Just make 10 better! (and while you're at it make GoW2 better, because the first one really wasn't that good)
manderf
CanaryWundaboy
Posted 8:53 PM 5/9/08
@thinkfreemind:
What's wrong with the aiming?
So Marcus doesnt put a 60 round mag right into the left eye of a locust from 50 metres away, coz that would be SO realistic.
Im sorry but every negative feeling I ever hear towards Gears is summed by the eventual phrase "I sucked at it."
CanaryWundaboy
thinkfreemind
Posted 8:45 PM 5/9/08
I didn't like the first game at all. I'd score it a 5. The main reason I didn't like the game is because of the aiming reticule. When I was shooting, the game felt more sloppy than Resistance, especially when firing from behind cover. There are things the game did well, such as graphics etc., but that isn't enough to me.
thinkfreemind
GFX-187
Posted 8:45 PM 5/9/08
mines goes to 12.
GFX-187
Murderdolls
Posted 8:43 PM 5/9/08
@TrjnRabbit: But it goes to 11...
Murderdolls
TrjnRabbit
Posted 8:40 PM 5/9/08
Why not just make 10 louder?
TrjnRabbit
frostcircus
Posted 8:36 PM 5/9/08
@Does Not Equal (ダズノット): I dunno, the way he spelled out the reference kind of gave it some extra kick
frostcircus
Does Not Equal (ダズノット)
Posted 8:34 PM 5/9/08
Oh, man. A goes-to-eleven Spinal Tap reference? This is the first ever time I have seen such a thing. Not at all a cliché, nossir.
Does Not Equal (ダズノット)
denki
Posted 8:34 PM 5/9/08
I ain't no mathermichigan, but isn't 10 times better than 10 100? Basically they are going to take a decent game and make it 1.1 times better.
denki
cubabit
Posted 9:21 PM 5/9/08
Wow, theres nothing more I look forward to a game than the marketing!
cubabit
Murderdolls
Posted 9:16 PM 5/9/08
@Atheist Jew: They said 2 will have an actual story when it was first announced.
Murderdolls
MOP88
Posted 9:15 PM 5/9/08
Man, they sure are penisy. I just hope they can deliver where their balls are at.
Wait, that didnt sound right.
MOP88
Atheist Jew
Posted 9:28 PM 5/9/08
@Murderdolls: I'm sure they did! In fact, I remember them saying that!
But will they actually deliver on that promise? Honestly, I doubt it. Oh I'm sure they'll try to infuse some kind of story with the game, but really, it's Epic. They don't do story. They do action, and they're damned good at it. I hope I'm wrong, I really do. I think the Gears of War franchise is a great universe that can be used to tell some genuinely great stories, but I don't expect Epic to be able to produce them.
Atheist Jew
EVIL_V2
Posted 10:20 PM 5/9/08
the problem with gears is it has cliffyb as the lead. now i do know that i am in the minority when it comes to people who cannot truly stand cliffyb, tho i can appreciate what he has created, but i just cannot get into any game that he puts his hands on. there are a # of things i can go into depths on, but if this game does do better than halo3 than sony is in worse shape than previously thought, specially with the price drops for the 360
EVIL_V2
badmoogle
Posted 10:16 PM 5/9/08
Pure American ego in all its glory...
I wish many devs (especially in the west) would learn something from people like Fumito Ueda.The man talks less than a fish and creates masterpieces.
badmoogle
Quicksilver4648
Posted 10:16 PM 5/9/08
If it can beat Halo 3's marketing then I think it will land on the "10x better" plateau.
Quicksilver4648
Cavefish
Posted 10:13 PM 5/9/08
Hype can't be forced like this.
Or can they? Is anyone more hyped now?
Cavefish
Spootythegameguru
Posted 10:10 PM 5/9/08
You had to put it in the strap, didn't you?
Spootythegameguru
Rectangle
Posted 11:04 PM 5/9/08
@EVIL_V2: It's not like Cliff appears in the game. :)
Rectangle
sixonedoesitall
Posted 11:00 PM 5/9/08
@EVIL_V2:
I would buy Gears of War 2 if Cliffy B was fired.
sixonedoesitall
theuglyteradon
Posted 11:09 PM 5/9/08
Why all the hate against Cliffy? I think he's a talented individual who made a kick ass game, and is now working hard on the second. So what if he's a little eccentric, cocky, or obnoxious? I think that's part of the charm... at least somebody is making this shit entertaining once in awhile.
I mean would you rather him dress up in a suit and spurt out boring statistics and numbers about sales, or are you the anti-fun and hate it when he bursts onto the stage with a lancer?
theuglyteradon
Evilv6
Posted 11:08 PM 5/9/08
@EVIL_V2:
O:
Copycat
Evilv6
excel_excel
Posted 11:39 PM 5/9/08
DOOD HUGE!!!!!!!
excel_excel
-EDGE-
Posted 11:35 PM 5/9/08
@manderf:
I thought he went by "Dude Huge" now? Did I miss the memo?
-EDGE-
manderf
Posted 11:33 PM 5/9/08
We hate him because he won't let us call him Cliffy B anymore. And when he lets us call him Cliffy B, we hate him because Cliffy B is a stupid fucking name.
manderf
-EDGE-
Posted 11:32 PM 5/9/08
I think they should call the next game "Gears of War: Suck My Love Pump". Just a thought.
-EDGE-
duckmouth
Posted 11:57 PM 5/9/08
@denki: Mathermichigan?
duckmouth
Smitty
Posted 11:53 PM 5/9/08
@EVIL_V2: Are you saying you don't like Jazz Jackrabbit? TAKE IT BACK!
Smitty
NeoXY
Posted 11:50 PM 5/9/08
love the 11 =p
NeoXY
Teamwork Takedown
Posted 12:09 AM 6/9/08
Hate for a game because of the lead designer?
You can't get more childish than that.
Anyway, this game will be great. I wasn't into the MP of the first one but playing 2P Co-op was awesome. And with Gears 2 I got another 2P campaign to go through, plus the 5P Co-op new game mode. It'll be great. And the ability to have bot matches makes me happy as well.
Teamwork Takedown
sakeido
Posted 1:45 AM 6/9/08
@Numanoid: I'm pretty sure the masculine dominant form is badius assimus
sakeido
Numanoid
Posted 1:30 AM 6/9/08
What's badass in Latin?
Anyone?
Numanoid
mrrobsa
Posted 1:28 AM 6/9/08
Anyone here used the BBC's iPlayer? The volume control goes up to 11 in what I can only hope was a deliberate move by an awesome techie.
Full Force Viewing(& listening)!
mrrobsa
okenny :) ...building bridges (to hide under)
Posted 1:02 AM 6/9/08
@Teamwork Takedown: Many people would love to see Too Human happen again ;)
okenny :) ...building bridges (to hide under)
vellocet
Posted 12:58 AM 6/9/08
Oh god. If there's one thing I hate is when people try to make something more "XTREME!".
So is CliffyB going to make you his bitch or something?
vellocet
CliffyB
Posted 1:47 AM 6/9/08
Aw come on now, I retired the 3B's six months ago Luke. :D
CliffyB
Refused
Posted 2:27 AM 6/9/08
Im really looking forward to this game. I loved the first one, but I didn't like how little gametypes the multiplayer came with. The new/refined gametypes are enough for me to buy this. Its just a lot of fun.
Refused
CartBlanche2
Posted 2:59 AM 6/9/08
I find the differences between the Gears dev team and Insomniac dev teams quite interesting. Gears are more like the loud, obnoxious Americans that Europeans always compain about are let out of the States. While Insomniac come across as the sensitive/sensible Americans you meet when you actually visit the states.
Quite an interesting combination. Maybe each is a Zing to the other's Yang.
CartBlanche2
spacecoffin2
Posted 3:10 AM 6/9/08
Wow they could spend like a billion on marketing and I still wouldnt give a crap about another online wank wank co-op deathmatch wank wank TPS with a analog sticky target dog framerate and airstrikes for scrubs wank wank wank.
spacecoffin2
sakeido
Posted 4:02 AM 6/9/08
@spacecoffin2: This comment makes exactly zero sense
sakeido
Gam3r
Posted 4:35 AM 6/9/08
Gears wasn't that great. Bad story, bad characters, few enemies on screen at once, lame weapons, etc. The only good thing was the reload innovation.
Gam3r
CheechWizz
Posted 5:19 AM 6/9/08
Ok, ok, enough already. Look Epic, I promise to buy a copy when it comes out but only if you just leave me alone.
CheechWizz
gencid
Posted 5:38 AM 6/9/08
Wait, he said 11 / 10 = 10? Thanks for teaching me new math.
gencid
GodKiller0
Posted 5:37 AM 6/9/08
The first, was in my opinion only fun on pc. On xbox, I couldn't rush, I had to stay behind a wall and sometimes come out and shoot 5-6 bullets, rinse, repeat. On pc, since the aiming is a lot faster I can go directly in their face and kill em so fast I don't need to hide...and at veteran. No I don't like "tactical" fps's, it's booooring to me lol.
I was really sick of seeing ads for GoW 1, now they want to make more with the second...ah gimme a break :(
Gears, is not a AAA game, it's a A- at max, the only new thing in it is the reloading which, doesn't make sense at all, but it's kinda fun
GodKiller0
Baron_VonBootymeat
Posted 11:52 AM 6/9/08
@thinkfreemind:
I don't know if you know this, but shooting anything automatic will have you jitter around. No one can stay in one spot and unload a clip in the same spot; besides, Only the machine guns in resistance were like that; every other weapon had sniper-like precision except for the flame thrower and the splitter.
Baron_VonBootymeat
GodKiller0
Posted 7:11 PM 6/9/08
I really don't want a story in a game like this, it's useless
GodKiller0
Altima NEO
Posted 4:46 AM 7/9/08
Now if only they dont fuck up the shipping like they did with Gears 1
Altima NEO