Halo 2 was hyped with the viral marketing ARG (alternate reality game) "I Love Bees." A message about its titular website was hidden in Halo 2's trailer, and over several months, got millions of hits from players doing its puzzles.
Halo 2 leaked onto the internet four weeks before its launch. This wasn't seen as a sales disaster, however, as the pirated copies needed a modded Xbox to run and wouldn't be allowed into Xbox Live's online multiplayer (a major part of its predecessor's success). Halo 2 sold like gangbusters, and by 2007, was reported to be the best-selling first-gen Xbox game overall.
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