US Halo 3 launch madness

By GamesIndustry International Published 25 September, 2007

Three-year wait finally at an end.

Halo 3 has finally launched in the US, greeted by thousands of consumers desperate to get their hands on the highly-anticipated Xbox 360 title, GamesIndustry.biz reports.

For employees at the GameStop in Folsom, California, one of the 10,000 US retailers opening at midnight, the launch of Halo 3 was just as big as they were expecting.

"Halo 3 is the biggest game ever for reservations in the history of GameStop," said a worker named Brian. "We've already pre-sold more copies than Halo 2, World of Warcraft, or any other big releases."

One of the questions analysts and journalists alike are asking is whether or not Halo 3 will cause a significant increase in Xbox 360 console sales. For this GameStop, anyway, the answer is yes.

"We have had multiple people buy the Halo-themed console...about 10 this past week alone...ready to play the game," said a GameStop employee. "Regionally, our supplies of used Xbox 360 consoles have dwindled down to only a few. We've definitely seen a spike in the sale of Xbox 360 consoles."

GameStop is the world's largest videogame retailer, operating 4,954 stores throughout the US, UK, and worldwide. This northern California store, on the outskirts of the state's capitol city, took almost 700 reservations, with two nearby stores having taken more than 1,000 reservations.

According to the GameStop employees, the majority of pre-orders were taken on the standard edition of the game, with approximately 20 per cent for the collector's edition. The Legendary edition, priced USD 129.99, was also in high demand. Of the 120 copies received by the store, all but one were pre-sold.

The line outside the store began at 10:15am, only a few minutes after the store opened. By the time the doors opened again at midnight, the line had wrapped completely around the building, with several hundred people waiting patiently.

Raymund Ofina, 16, was first in line. Actually, his older sister saved his place in line for him until school let out at 3:00pm, and stayed with him to make the purchase. What would motivate the siblings to remain outside a store for 14 hours?

"Halo is one of the best games ever made," Ofina said. "My friend got me into it. It was really fun, and I got hooked." He planned to stay up all night to play through the single-player campaign, although he would not admit to planning to stay home from school the next day.

Others in the crowd were not so coy, freely admitting that they planned to skip school and work if necessary. Most intended to play the campaign first, although a few said they would jump right into multiplayer matches.

Another GameStop employee, identifying himself only as "Cool Jeff", acted as an impromptu bouncer for the night. Fortunately, the crowd remained orderly, and the only unauthorized entry came from someone's small dog. Jeff promptly caught the ticketless interloper.

"They're here for the best game of the year," the 19 year-old remarked as he surveyed the crowd. "I am so excited to play this game. I am definitely getting one for myself!" He won't be skipping work, though--he has the day off tomorrow.

A few minutes after midnight, Raymund Ofina left the GameStop with the USD $129.99 Legendary Edition box hoisted above his head. The crowd outside broke into applause. Moments later, the screeching of tires could be heard as the next group of Halo 3 owners made a hasty exit from the parking lot, eager to head home to play the game.

Scenes like this repeated themselves all across the US.

While regional events in New York, Los Angeles, Miami, and Seattle featured celebrities and giveaways, attracting larger crowds, even the people waiting there were quick to leave...ready to go home and fire up the long-awaited game on their Xbox 360s.

Steve Evans, 21, arrived shortly before the midnight opening, thanks to a friend who saved his spot during the afternoon. "I think it's the best first-person shooter since Goldeneye. Halo 1 was great, Halo 2 was even better...Halo 3's got to be even better than Halo 2."

Unlike Ofina, Evans didn't plan to stay up all night.

"I'd like to do the multiplayer first, but I don't know if I am going to have the chance to," Evans said. "I've got to sleep. I like sleep."

Head over to our review of Halo 3 to see why we thought it was the best in the series so far and warranted top marks.

Picture of GamesIndustry.

About GamesIndustry International

GamesIndustry International is the world's leading games industry website, incorporating GamesIndustry.biz and IndustryGamers.com.

Read more articles from GamesIndustry by visiting the GamesIndustry International archive page.

You may also like...

Comments (40) Latest comment 5 years ago

Comments for this article are now closed, but please feel free to continue chatting on the forum!

  • ScottyXTUK #1 5 years ago

    Should have my copy soon \o/

  • gabsta69 #2 5 years ago

    A Console launch maybe, but a game launch? Oh wait its HALO 3! woot!

  • Razzajazz #3 5 years ago

    How long will it be before we see the first Korean-MMO-Cafe-style death? People staying up all night and all day playing Halo 3 on nothing but Mountain Dew Game Fuel. Could be ugly.... ;)

  • Dizzy #4 5 years ago

    Gonna be mad on Live next few days.

    Crazy Yanks ;)

    Apparently that Halo Mountain Dew is the most foul thing ever. :)
    Edited by Dizzy at 25/09/07 @ 10:00

  • jonsaan #5 5 years ago

    'We have had multiple people buy the Halo-themed console...about 10 this past week alone...'

    erm....that's not many?!

    Also, personally, I never get the staying up for days on end to burn through the game as quickly as possible. If you've waited 3 years for it, why not take your time and make the most of it?
    Edited by jonsaan at 25/09/07 @ 10:02

  • StormRider #6 5 years ago

    Well, good for USA. But not so good for Hong Kong.

    Microsoft totally f*cked up the Halo3 launch here in Hong Kong. And I mean TOTALLY.
    You have to buy the Halo3 console to be eligible to get the Legendary edition, but that's only the tip of the iceberg.

    What gamers over here are angry about is that Microsoft - in their infinite wisdom - have decided to scrap the English voiceovers and put Mandarin in instead. What the f*ck? Mandarin?

    People hardly understand the language, especially the kind who play videogames. Microsoft never even told us about this. Not one official word. So, all the gamers, including expats who don't understand Chinese, queued up to get the game, go home in hot anticipation, only to find out that the f*cking game is in Mandarin. Well, f*ck you Microsoft, are you f*cking stupid or what?

    Gamers are now so incensed that they now want their money back, or get the disc replaced with the English version.

    And Microsoft still haven't said anything officially yet. W*nkers.

  • Schiraman #7 5 years ago

    Huray! Does this mean an end to the constant stupid hype?

  • Squire #8 5 years ago

    :E
    Edited by Squire at 25/09/07 @ 10:19

  • Danoxth #9 5 years ago

    Bit of a bugger for Hong Kong =/

    Hopefully my copy will arrive tomorrow as postman has already been today, but in no rush :)

    *starts to get fears of postman dropping game and damaging disc* *froths at mouth*

  • homerramone #10 5 years ago

    I think it's the best first-person shooter since Goldeneye.

    This coming from a man who is standing in the Q waiting to buy it - how does he know ?

    Halo 1 was great, Halo 2 was even better...Halo 3's got to be even better than Halo 2.
    Just like PGR3 was eh ?


  • playgen #11 5 years ago

    "Huray! Does this mean an end to the constant stupid hype? "

    Nope, now begins the hype for Halo 4! or whatever else Bungie make next
    Edited by playgen at 25/09/07 @ 10:10

  • Darkedge #12 5 years ago

    10 in ONE store - GameStop in Folsom, California
    Thats not a big store either and selling 10 isn't bad of an ugly expensive Limited Ed.

  • absolutezero #13 5 years ago

    I was actually going to buy the Asian version, but hearing that its in Mandarin has given me the excuse I need to not buy it at all.

  • Dizzy #14 5 years ago

    >What the f*ck? Mandarin?

    Sucks to be part of China now :)

    Just kidding!!! Hmmm indeed must suck.. I guess MS China decided that piece of stupidity. I am sure dealers in the Golden Shopping centre will be offering other Asian versions soon ;) Maybe the Taiwanese version will have English?

  • ZuluHero #15 5 years ago

    didn't it say that it was in Mandarin on the back of the box anywhere?

  • cathalzx #16 5 years ago

    "Someone bought a 360 in Japan? "

    Do you think Hong Kong is in Japan?

  • keyboardmonkey #17 5 years ago

    A few minutes after midnight, Raymund Ofina left the GameStop with the USD $129.99 Legendary Edition box hoisted above his head. The crowd outside broke into applause. Moments later, the screeching of tires could be heard as the next group of Halo 3 owners made a hasty exit from the parking lot...

    Why oh why did my brain think that this was going to end with...

    Drove up to Raymund and demanded at gun point that the Halo 3 Legendary Edition be handed over.


    Edited by keyboardmonkey at 25/09/07 @ 10:18

  • souljacker2000 #18 5 years ago

    o dear somebody needs to look at an atlas

  • penhalion #19 5 years ago

    Halo mountain dew actually tastes like fuel! I mean pure frickin' unleaded petrol. Doesn't smell much better either. Not sure who created the flavour blend but, they obviously hate gamers.

    Incidentally does anyone actually know which shops will be opening at midnight in london?

    For such a major release it seems impossible to find a list of open shops. What gives?

  • Ryze #20 5 years ago

    Hype hype hype!

    Twin analogue stick FPSs!!!

    No ta for now...

  • Dizzy #21 5 years ago

    >Do you think Hong Kong is in Japan?

    Trolls R Stupid.

  • SBfistfun #22 5 years ago

    ^ ROFL

    "Raymund," "Brian" and "Cool Jeff".

    Those names say it all. Anybody who can't wait to get the game the next day is a fooking nerd and deserves to be biyatch mugged gangster style on the way home.

    Boyyyyyyyyyyee

  • cathalzx #23 5 years ago

    "Trolls R Stupid. "

    Thanks for the input Dizzy. Your post is much more in tune with the story than mine.
    Edit: Oh wait, that wasn't aimed at me! OOps. Apologies Dizzy.
    Edited by cathalzx at 25/09/07 @ 10:25

  • StormRider #24 5 years ago

    "didn't it say that it was in Mandarin on the back of the box anywhere?"

    No, it only says English/Chinese.

    But because the game only allows for one language, we expected it to be in English, like Halo 1 and 2 before it. We never ever expected it to be in mandarin.

    The Taiwan version is Mandarin also.

    HK gamers have to get the Singapore version (English) now, unless Microsoft comes up with a replacement or something (which I doubt).

  • miiiguel #25 5 years ago

    "Someone bought a 360 in Japan? "
    "Do you think Hong Kong is in Japan? "


    Shit, you two made me laugh, thx!
    Edited by miiiguel at 25/09/07 @ 10:25

  • The-Bodybuilder #26 5 years ago

    >"Why oh why did my brain think that this was going to end with...

    Drove up to Raymund and demanded at gun point that the Halo 3 Legendary Edition be handed over. "

    That's exactly what I was expecting too. LOL.

  • kangarootoo #27 5 years ago

    Mandarin is an odd choice for Hong Kong, given that Cantonese is the most commonly spoken language by far.

    You know, I wonder how much of that descision was in MS's hands. China controls media outlets pretty tightly, so it could perhaps have been a condition of release?

    I am totally supposing here, so if anyone has any firmer info please do shout out.


    "including expats who don't understand Chinese"

    On that particular note let me add a huge "well, boo hoo".

    I would say that choosing a chinese dialect (if perhaps not the expected one) over english seems a perfectly reaonable thing to do. It is a chinese country afterall ffs.

    A few whining ex-pats expecting local media releases to be in english should frankly stop being so bloody lazy and learn the local language if they plan on living there long term. If a chinese ex-pat came to live in England and complained that the local Halo 3 release didn't include Cantonese, what would people say in response?

  • The-Bodybuilder #28 5 years ago

    Also, is this me? Or is this the first ever halo-related comments section that hasn't already ended with "what's so great about halo?"

    I guess the 10/10 review did its job.

  • Penguinzoot #29 5 years ago

    Also, personally, I never get the staying up for days on end to burn through the game as quickly as possible. If you've waited 3 years for it, why not take your time and make the most of it?

    My thought exactly, especially given todays retail prices :-(

  • Dizzy #30 5 years ago

    "Also, personally, I never get the staying up for days on end to burn through the game as quickly as possible"

    Agree 100%.

    I will take my time (2 weeks or so?)... and when I need a Halo fix I will just shout EG guys in the face in multiplayer :)

  • rhinoxious #31 5 years ago

    Wow, I guess Microsoft don't have any respect for the special economic zone! Surely an english version with optional subtitles would have been best.

    As for a london midnight opening, I'd try and phone your local Game, there's nothing open on Oxford street because westminster council are worried it will get out of control.

  • space_ace #32 5 years ago

    by the time halo 2046 arrives, everything will be mandarin anyway. ms are simply looking ahead ;)

  • alpha-0ne #33 5 years ago

    I wont tickets for the UK Premier at IMAX tongiht cant wait to hopefully get some swag :-)

  • kangarootoo #34 5 years ago

    "Surely an english version with optional subtitles would have been best."

    Why not a Cantonese version with English subtitles?! Its Hong Kong, its not England. What is wrong with you people?

  • Fubdub #35 5 years ago

    I think it's more likely that the Hong Kong thing is an ill thought through attempt to prevent parallel imports.

  • zoidberg #36 5 years ago

    the article seems to have come from some marketing department (make that publicist)

  • Penguinzoot #37 5 years ago

    I think Kangas explanation of Mandarin being a condition of sale in HK feels more plausible IMO. Unless anyone has a better explanation.

  • Fab4 #38 5 years ago

    Anyone who describes themselves as "Cool Jeff" is, by definition, not.

  • Salubrious_K #39 5 years ago

    These people are mad!

    If anyone in London is mad as well, then I know the Camden Gamestation is opening at midnight. There's no way I'll be there though!

  • ElasticTangent #40 5 years ago

    I got my copy of Halo 3 from Game in the post this morning!! Nice surprise but I work from home and this is going to kill my working day.