[quote name='dmaul1114']That's just another reason they don't need marketing for pre-orders--the stores push them themselves.
I'd also the vast majority of people shopping in game stores are at least semi-serious gamers. The super casual, buy a game or two a year gamers probably just get all their games at Wal-mart, Target etc.[/quote]
There is a huge gulf between the super hardcore and the super casual, and most gamers fall into that gulf. EB/GS gets plenty of sales from that gulf, seeing as they're in just about every mall in the country. They're there for a reason, and it isn't just to sell to the hardcore. Really, very few mall stores sell to any hardcore audiences, unless you look at the more boutique malls.
At any rate, publishers aren't going to hype a game early as they don't give two shits about pre-orders. They care about sales from launch on, they couldn't care less how many of those are preordered at the game stores or how many are bought on launch day by walk up business at normal stores.
Wrong, publishers care a great deal about pre-orders. It gives them an idea of just how many to print, and an idea of how successful a title might be. Sequels get greenlit on pre-orders alone. If you don't think it matters, ask yourself why no game ever gets dropped at retail without some sort of buildup? Wait, some do, but they're always the ones the publishers expect not to sell at all. They even push pre-orders on niche titles, such as JRPGs.
As such it makes more sense to wait until right before launch to really start marketing a game. Get the word our when people are going to be able to walk to a store and buy it.
They both make sense. You can't market overnight. You have to build buzz. MS has been working on the buzz for Halo 3 for years now. It's reaching a fever pitch and the pre-orders only help to push the message that, "You have to be part of this!"