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That article brings up a good point. If you think about it, if a company has an extremely valuable property (such as Halo), why not milk the hell out of said property in order to profit off OTHER properties?
Konami packaged the MGS 2 demo along with Zone of the Enders for PS2 way back in March of 01...hell go back further to Tobal No. 1 for PSone, where Square packaged the first demo for Final Fantasy VII. Tobal No. 1 and Z.O.E. became best-sellers not necessarily because they were good games (which, coincidentally, they actually were), but because the hype surrounding the included demos got people's attention. That meant good sales for the game that included the demo, plus good sales for the full version of the demo as well.
And yeah, I believe the Halo 3 Beta is the biggest beta event ever. I've never heard of so much hype surrounding a trial version of a game. Other companies will likely begin to follow suit. Sony/Incog. already have with Warhawk; you can sign up now over at the Warhawk official website and be involved in the beta over the summer.
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