They're pushing the game pretty hard within the Xbox ecosystem itself. On the home page and the Game Pass page etc..
This always felt like the right place for it. It seemed to me like a game they got to "bulk up" Game Pass and make sure there were regular big releases for people to get excited about and dig into. This was part of their "buy smaller but respected studios" period for that strategy, a long time ago. Now it seems like that isn't their strategy anymore (otherwise Hi-Fi Rush would have been perfect) but this game has been in development forever.
I don't think it's a game that makes sense to give a big advertising blitz like you would Starfield or Halo because it DOESN'T have mass appeal. If you get the COD bros to check it out they're going to mostly hate it. So it makes sense to push it in the enthusiast press and within Xbox itself but not buy big TV ads.
I did see some Reddit ads for it, for what it's worth.
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