Halo 3 ODST to Own Consumer Until 2010 Reach Demo

Microsoft’s UK Xbox and Entertainment director Stephen McGill, is a man not afraid to make bold claims, here's one for Halo 3 prequel, ODST, due out on September 22nd: "As part of arguably one of the biggest video game, if not entertainment, franchises of all time, ODST is very much something fans of blockbuster action titles are looking forward to."

There's no way you could say that this isn't laying cards on tables, and then smashing them off those tables with a machine gun before opening a new pack of cards and building a new table to slam them down on.

McGill continues, "We’re aware we’ve got a fantastic opportunity to own consumer mindshare before we hit the more traditionally crowded release schedules later in the year.

"However, this gives us a great opportunity for a second burst of activity in the run-up to the critical Christmas buying period, along with the sustained marketing activity offered throughout 2010 with the launch of the Halo: Reach beta."

You can read more stuff about owning consumer mindshare and the like here.