Martin Frain, marketing director for developer DICE says Mirror's Edge is proof that an IP can come out of nowhere and capture imagination, "just by being different." He is targeting worldwide sales of 3m.
"We're being helped immensely, just by the look of the game," Frain says. "You look at a screenshot of Mirror's Edge, and you know what it is."
Frain says that within most genres, all screenshots will look the same as other games in that same genre. "Some games do a good job with a unique look," he admits. "You see a screenshot of Bioshock, and you'd know it was Bioshock."
Mirror's Edge has that, too, Frain believes. "And we were quite frugal with our assets. So we had a lot of people questioning, 'What is this game about?'"
All these swirling questions, Frain continues, generated a lot of interest. "If it's not interesting, then you can withhold whatever you want - no one's going to talk about it."
"But I think if we'd flooded the market straight away," he concludes, "People would have become immune."
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