Originally Posted by Kreij
Most game developers/publishers will not wait until final release to promote their games.
They want to build anticipation (hype) and interest in the game during development.
This can be a double-edged sword as if the hype and expectation is much greater than the product that is released, the game will get trashed in player reviews as they will feel let down.
This is more prominent in cases when a game sequel has taken years. Case in point, Duke Nukem.
Another example where it went bad is Black & White. The game was good, but not the GOD ALMIGHTY Peter Whatshisname made it to be. On the other side of the coin we have Valve who could release a HL title tomorrow without any kind of promotion and it would still fly off the digital shelves.