“Microsoft was using ’Halo 3,’ their biggest property, to try and sell more Xbox 360s. “’Halo 3’ took the approach of going after a less core consumer, but they had an ulterior motive,” says Fowler. Fowler worked as a product manager on the original “Halo.” The silent treatment is a savvy business move, according to Steve Fowler, vice president of strategy for the Ayzenberg Group, a company that specializes in interactive entertainment advertising and marketing. Other than four popular online trailers and some embargoed press previews, there hasn’t been much information.

The desire for intel about “GTA IV” has been mounting since the game was announced at the Electronic Entertainment Expo in 2006 and again in August when Take-Two revealed “GTA IV” would be delayed until 2008. “Of course, we want them to understand what they’re buying, but we want there to be surprises along the way.” “We want people to be really excited and not know everything by the time they play the game,” said Houser. Take-Two and Rockstar declined to comment for this story, but following a 90-minute demonstration of the game in January, “GTA IV” writer and Rockstar vice president Dan Houser told The Associated Press that the infamous game developer, who’s also responsible for the “Manhunt” and “Bully” games, was being overly protective for one very important reason. That’s why - outside of the official trailers they released - people haven’t seen a lot of gameplay footage in advance of ’GTA IV’ shipping. “They want this to be seen and perceived exactly the way they want. “Rockstar wants to control the message all the time,” says Sam Kennedy, editorial director for the gaming site 1UP.com. With the launch of “GTA IV” on both the Xbox 360 and PlayStation 3, Rockstar is seemingly steering in one direction: the downlow.

Analysts predict Take-Two Interactive Software and Rockstar Games’ open-world, action-driving game will easily top last year’s record-breaking $300 million first-week sales of Microsoft and Bungee Studios’ first-person shooter “Halo 3” - and without a similar marketing bonanza.

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