Look at Rockstar's Red Dead 2. Cost about $540 million to produce. Split almost down the middle for advertising and development costs. For every dollar spent on

Look at Rockstar's Red Dead 2. Cost about $540 million to produce. Split almost down the middle for advertising and development costs. For every dollar spent on dev, a dollar was spent on advertising. It's now one of the most successful games ever made. The advertising did nothing to hurt innovation, and in fact proved Rockstar's hypothesis that the market is ready for this kind of innovation, but needs to be sold on the idea.