Here, marketing had a positive ROI, so they put as much money into it as they judged profitable.
But if Grand Theft Auto V was an awful game, then the marketing would have been largely wasted, no matter how much they spent.
Anything good still needs marketing, but marketing won't save a bad product. There's nothing inherently filthy about marketing.
It's very, very hard to get people to hear about the stuff you do, even if it's really good.
Here, marketing had a positive ROI, so they put as much money into it as they judged profitable.
But if Grand Theft Auto V was an awful game, then the marketing would have been largely wasted, no matter how much they spent.
Anything good still needs marketing, but marketing won't save a bad product. There's nothing inherently filthy about marketing.
It's very, very hard to get people to hear about the stuff you do, even if it's really good.