The only strategy I will be taking into account for my view is from GTA IV.
To begin with, with GTA IV Rockstar was already in a handicap.
They had to sell a game with mainly undesirable characteristics to the mass media:
- -No East Hook, nothing like 80's Miami, or 90's California
- -Because it was modern day, cultural references or parodies were less prevalent.
- -Soundtrack was difficult to master because of modern day setting without hind site as with previous games
- -A realistic game, which many of you may point out is "better" but it is still harder to sell.
HOWEVER, GTA V SEEMS TO HAVE MORE DESIRABLE CHARACTERISTICS FROM A MARKETING POINT OF VIEW
Even with the obvious disadvantages of GTA IV, Rockstar still managed to create a huge hype with releasing little information about the game itself.
-Set in California, subjectively more interesting that New York
-The game engine is more refined, so they are able to include things we missed from GTA IV
For GTA IV, Rockstar focused on the appeal of their new engine for the game, "The Technology of the game" rather than the game itself
Most of the few game previews focused less on the gameplay, and more on the physics/graphics of the game.
The "Ooh's and Aah's" of the GTA IV was from the physics and graphics, what will Rockstar sell now?
Additionally, Rockstar used a marketing strategy that works similar to Supply and Demand
-Rockstar has an international appeal with the GTA Franchise, ergo demand is already high
-However, the game itself has little selling points besides its new technology
-So they release only very little, because they have little selling points
Will this lead to more or less information of GTA V before the release based on the following:
-GTA V is more colorful and marketable
-They cannot show off technology that already has been exposed and used heavily
-Will GTA IV have more selling points.
My opinion is that:
-Rockstar will show only 3 trailers
-Rockstar will have more game previews than GTA IV
-Rockstar's "public" marketing (such as the billboard and stuff) will be more and grandiose.
10/29 -Trailer announced
11/2- Trailer released
01/15- Video Game Magazine information release, based on them watching a Rockstar employee playing the game
02/07-2nd Trailer Released
02/15- TV ads show up, more significant than GTA IV
03/14- 2nd Video Game Magazine information released, based on an hour of journalists playing the game
(from here on it's a crap shoot)