Halo Reach - Transforming Marketing into Mythology
In September 2010 Xbox launched Halo Reach. Just three years prior, Halo 3 had set the record for highest-grossing entertainment launch of all time. However in the two years that followed, subsequent Halo titles failed to replicate Halo 3's success. With the launch of Halo Reach, Xbox sought to reinvigorate the Halo brand and reverse that sales decline.
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