It's becoming more and more common for studios to use the internet as a forum for advertising, which makes plenty of sense since today's younger generations practically live online. I've personally never gotten into the Myspace fad, but I know that it is quite the popular site, so it seems like an obvious choice for such a venture. Are such "alternate" means of advertising successful? It's probably far to early to find any concrete stats on that yet, but I'll say this: Hutch has good taste - RE4 was a fantastic game.
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