Hot Topic lets you pay to promote Halo 3

by Kyle Orland { Nov 27th 2006 at 4:15PM }

Doing a little post-Thanksgiving mall browsing this weekend, I was surprised to find T-shirts with the Halo 3 logo lining the walls in my local Hot Topic (I was looking for a gift for a friend, OK?). It seems the store started selling the shirts a few weeks ago, despite the fact that the game itself doesn't even have an official release date and likely won't see the light of day until months from now at the soonest.

This is more than a little confusing to us. While most of Hot Topic's video game shirts at least have some element of nostalgia or interesting design going for them, these Halo 3 shirts are basically just a big logo on your chest. In essence, you're paying Hot Topic $15 (or more for the pictured hoodie) for the privilege of pimping out a game you haven't played.

We know there must be some kind of market for these shirts, or Hot Topic wouldn't be selling them. So we're asking you, dear readers, what's the appeal of being a walking billboard for an unreleased game?

Tags: 360, Bungie, halo, halo3

Reader Comments (Page 1 of 1)

Halo @ Nov 27th 2006 4:21PM

PR managers of Hot Topic decided to earn money from non-existing (for us NOW) game. Strange wish, but who can stop them from mistakes? Just new mistakes

Joe @ Nov 27th 2006 5:50PM

Why Hot Topic? Only emos shop there. The only things I've ever bought there were a Rolling Stones shirt (6$) and a Snakes on a Plane shirt (18$).

Way too overpriced, and you get stares if you're a "normie".

Picky @ Nov 27th 2006 4:26PM

What's the difference of walking around with a ton of Nike, sports gear, etc? I don't see a difference between wearing your favorite team's gear and [one of] your favorite games logo. After all, your favorite team could end up sucking at any moment, and so could the game, but depending on the team or in this case game, it's a pretty safe bet that it will have a good showing.

Plus how can you miss out on the chance to show you're a true fan? You can almost say you helped pay to develop Halo 3, even if you never owned Halo 1 or Halo 2.

You're always paying someone to advertise their stuff for them, which has always slightly amused me even as I purchase the stuff.

I'd say the real question is why did they take the picture of an emo kid wearing it.

I was mostly kidding in this post and I don't see myself buying Halo 3 or any other game's clothes any time soon.

Wes @ Nov 27th 2006 4:28PM

I have one of the hoodies. What can I say ... I'm a whore. Although I don't look nearly as emo as that dude.

Unimental @ Nov 27th 2006 5:29PM

I pre-ordered the Duke Nukem Forever hoodie at Hot Topic, but apparently it's still in development.

And as for "letting you pay to promote Halo 3"... isn't that what every shirt in Hot Topic is about? Whether it's a band, movie, or a retro video game: you're paying to associate yourself with it.

carg0 @ Nov 27th 2006 4:29PM

If it means I have to look like that schmuck, then...umm...nah, count me out.

KineticOnline @ Nov 27th 2006 4:29PM

"So we're asking you, dear readers, what's the appeal of being a walking billboard for an unreleased game?"

Says the site that gave away tshirts for an unreleased game ;) (roboblitz)

footlong! @ Nov 27th 2006 10:52PM

This is significantly different than mere advertising. Do you (word used loosely) lash out on people for wearing Yankee's jerseys or Sox hats? What about a Pink Floyd t-shirt? This isn't blind brand-loyalty. This is support for something you enjoy.

KineticOnline @ Nov 27th 2006 4:33PM

Ok so it wasnt joystiq, but 360fanboy but i think the points still kinda valid. - Games get fans before they are released, fans want to show their support

Strike Man @ Nov 29th 2006 6:02PM

KineticOnline, are you implying that the kettle is also black?

I'll have you know that it's a darkish-gray!

...would we even be having this conversation if the shirt in question was for Smash Bros Brawl or featured ReallyReallyOldSnake?

blank @ Nov 27th 2006 5:10PM

Sweet... Now the 14 year olds that riddle the online environment in Halo 2 and destroyed any sense of fun in that game, are going to be able to destroy the reputation of the entire franchise before they even get a chance to infest the online gameplay.

No shock that Hot Topic would play this card, seeing as how the 14 year olds who worship halo seem to make up the majority of their customer base. By referring to their customers base, I am including any individuals who are older, but still live like their 14 year old renditions who still live at home, pay no bills and have a wardrobe made up primarily comprised of godsmack, metallica or other atrocious "band" shirts, with the exception being tacky video game shirts, corny dragonball and gundam anime shirts and simpsons (which, who the hell watches or cares about that show anymore) shirts, all which happen to be black or some version of very dark grey or blue, only due to being worn nonstop since they actually were 14.

News of this made me care that much less about owning any future installment of the Halo franchise and hope that much more for the failure. But I'll leave the sullying of that to the "youth of the nation", as they will inevitably do.

Here's to marketing at it's worst!

tituspullo @ Nov 28th 2006 9:18PM

same as being a walking billboard for nike, marc echo, your favorite band? what's the difference? slow news day?

Wes @ Nov 27th 2006 4:52PM

Well, it's the only physical piece of merchandise related to Halo 3 that you can currently own. And what is different about buying something from Hot Topic and something from Bungie's store?

shirizaki @ Nov 27th 2006 8:41PM

Hot Topic: The tragically emo goth store.

Jose @ Nov 27th 2006 5:43PM

It's just a brand, like any other. You think that, in anticipation for their respective releases, you wouldn't have seen any RE4 or Shadow of the Colossus shirts? If they had them, I know many people who would be willing to shell out a few bucks to support that.

AirIntake @ Nov 27th 2006 4:43PM

I'd pay $15 to smack that emo kid in the picture around. He can keep the shirt.

MosquitoControl @ Nov 27th 2006 6:15PM

Wasn't this the same site giddy over the ! and ? hats they sold?

Is the difference that one is already released? Wearing either seems pretty pathetic to me.

Although, quite frankly, nothing could really make an individual look worse than the haircut this "model" has.

Wes @ Nov 27th 2006 5:54PM

And No. 8 ... don't you think that's a tad dramatic?

It's just a sweatshirt. Every apparel company in America is playing to a demographic. Just as Hot Topic is playing to the still-living-with-their-mom LOTR/emo sterotype, I'm sure the style of clothes you buy were carefully test marketed to pass your uber-cool requirements. It's all relative.

And you giving up on Halo because you don't like the company's targeted demographic in regards to marketing is akin to saying "I used to listen to that band before they were mainstream. They suck now. And so do you for listening to them."

Morder @ Nov 27th 2006 4:52PM

"What's the difference of walking around with a ton of Nike, sports gear, etc? I don't see a difference between wearing your favorite team's gear and [one of] your favorite games logo."

and that would be why the clothes i buy have their names only visible on the tags inside the clothes.

RHP @ Nov 27th 2006 5:55PM

Are you kidding, I love my Duke Nukem Forever shirt I picked up from then about 10 years ago.

Mark @ Nov 27th 2006 4:53PM

I'm getting one!

Wes @ Nov 27th 2006 4:57PM

Spore @ Nov 27th 2006 6:06PM

Girl: Hey, what's that 3 mean?
You: Um, it's for Halo 3.
Girl: Oh. What's that?
You: Uh... a game for the Xbox 360 that comes out next year. It's going
to be the most incredible game EVER! Halo3, FTW!
Girl:

Jackson Pritt @ Nov 27th 2006 5:07PM

""What's the difference of walking around with a ton of Nike, sports gear, etc? I don't see a difference between wearing your favorite team's gear and [one of] your favorite games logo."

and that would be why the clothes i buy have their names only visible on the tags inside the clothes."

Word up, no. 11.
I wear shirts that have graphics but NOT logos, and don't advertise products.
Threadless.com, GAMA-GO.com, that kind of thing.

If you want me to use my body as a billboard you'd better be giving out your shirts for free or else paying ME money.

pete @ Nov 27th 2006 5:13PM

yeah... ummmm halo 3 shirts you say, slow news day i guess. any way your all tools paying conglomerates and corporations to sport and advertise there stuff, yeah ima pay you to be a walking billboard, the only shirts i wear with logos are the polo shirts with the little alligator on'em those kick ass.

i guess am a tool as well then oh well

David @ Nov 28th 2006 5:12PM

Do you even need to advertise Halo 3?

Ender @ Nov 27th 2006 5:15PM

Only piece of physical merchandise? Maybe you haven't seen the myriads of Halo 3 faceplates at various retailers (I've personally seen them in stock at gamestop, eb, target, and best buy, and by in stock, i mean in excess of 30).

See, there is a way to show your gamer pride and not look like a complete tool.

Of course, if that is what you are going for, the cd tray slot on the faceplate could easily hold a necklace and you could walk around sporting the faceplate. It's much more original (and what Hot Topic customer isn't walking through that door hoping to become a more original person?) and much more inventive. The best part is you don't have to play into the corporate counter-culture whore outfitter, more common referred to as Hot Topic.

And referring to comment #13: I didn't give up on Halo because of the marketing to a demographic. I gave up because what became their target demographic sucked the life and fun from it. It's not something that can be paralled with the "i used to listen to them before they were popular" phrase, also commonly used as a seemingly valid argument by the party in question.

It's more along the lines of, "I used to like this bar before it was burned down, and rebuilt into a child care facility" or "I used to enjoy this band before their concerts were riddled with children that whine about everything and cuss everyone out during the show."

Halo had been popular long before I became a fan, and it will be popular long after I ceased being a fan.

Happy Fragging!

Strike Man @ Nov 29th 2006 6:02PM

For the record, the faceplates you saw were simply for Halo, not Halo 3...

Mike @ Nov 27th 2006 6:33PM

No kidding about the 14 year olds. I HATE HALO, MOSTLY BECAUSE OF THEM! ID rather wear a pic of Bin Laden on my shirt.....

Is there a Halo 3 symbol with a slash through it? As in NO halo 2? OR one that says FUCK HALO 2?

Id buy like 10 of those.

Because I hate Halo.

PS Not a troll this is seriously my opinion. I feel it is the MOST over-hyped over rated series of all time behind the king of all whores Madden. And it only comes in second b/c madden is out once a year.

Wes @ Nov 27th 2006 5:26PM

No. 16 ... so basically you are saying that you don't like the other stat whores in ranked games and are unable to have fun with friends in private matches?

Because Halo isn't a child-care experience for me when I stick to playing with my friends in private games. But I guess the man is keeping me down.

TB @ Nov 27th 2006 7:56PM

I'm going to go buy one. Those shirts are cool. Any shirt with a logo is paying to promote. Be it a band, Nike, ect.

pete @ Nov 27th 2006 6:50PM

@#18 very funny and very true but mostly funny!

heavyness @ Nov 27th 2006 6:51PM

if joystiq sold t-shirts, i would buy one because i want to show my support. bungie takes care of their fanbase [new maps, good matching making service, and weekly updates on their website]. because they take care of their fans, their fans take care of them [buying their game, t-shirts, and action figures]. game studios survive because of one thing... money.

so yes, if that means buying products that i need anyways [clothing] to help a game studio, so be it.

also, all clothing is advertisement in some way or another.

stev @ Nov 28th 2006 9:00PM

ya i like the shirts they have at hot topic and all
(anime, video games, zim, random crap)
but i find $10 to be about the right price for a t-shirt
if they have something good in the clearance rack
(thats not bigger than L)
ill buy it
ive pretty much given up on the store though since they only have XXL on clearance
and everything is cheap at steve and berrys right down the mall

Izeas GT @ Dec 4th 2006 10:04PM

"I wish my shirt had a logo or a product on it. A good shirt turns the wearer into a walking corporate billboard! It says to the world, 'My identity is so wrapped up in what I buy that *I* paid the *company* to advertise its products!'"
"You'd admit that?"
"Oh sure. Endorsing products is the American way to express individuality."

David @ Nov 27th 2006 6:46PM

Oh crap. More free advertising? I'd rather minimize the amount of free advertising I do on me, without buying no-name brands.

Same with auto dealer license plate frames, and the horrible dealer stickers on the back, unless they give me money to drive around with that, then it's off.

Keegan @ Nov 27th 2006 7:16PM

When the WoW Shirts were sold I said the same thing,

Once hot topics starts selling your subculture, you know its ruined.

Once hot topics starts selling your subculture, you know its ruined.

Once hot topics starts selling your subculture, you know its ruined.

Once hot topics starts selling your subculture, you know its ruined.

Once hot topics starts selling your subculture, you know its ruined.

Once hot topics starts selling your subculture, you know its ruined.

dsub @ Nov 28th 2006 12:00AM

everything is walking billboard these days guys...come on. What about all the Abercrombie & Fitch shirts? Sports team shirts, Nike shoes, the list goes on and on. As far as video games, so what. I proudly wear video game shirts all the time. I get tons of free swag from EB Games...and am I advertising for companies by wearing said clothing? Sure. Do I care? No. Welcome to america. The land of brand recognition at it's finest.

Unless you wear a plain colored T-Shirt and a pair a jeans with the tag ripped off along with some plain colored shoes, you are doing the same exact thing.

Pince @ Nov 28th 2006 2:35PM

People are making a big deal over something that has been an accepted part of our culture since the inception of "fandom" itself.

What does it matter if the game is out yet? Fanboys still have reason to buy that shirt and wear it. Its what we do when we like something enough to call ourselves a "fan" of it.

For example; I am a fan of the Minnesota Twins. I own a Minnesota Twins shirt and wear it often. It displays my fandom upon my chest, is a conversation piece for other Twins fans or fans of baseball in general, and I just like it. The Twins logo fills me with nostalgiac joy and makes me excited for next season.

I also own shirts that display Ninja Turtles, Boo (from the ghost houses in Mario, that Boo), Sonic, etc etc etc. The same reasons apply: display of fandom, conversation piece for other fans, and an increased sense of personal joy.

Now, if I were a huge Halo fan, I would probably want to buy one of those shirts for the same reason. Does it advertize for a game that isnt even out yet? Yeah, sure, but what Halo fan doesnt want other people to know about Halo? It is a legitimate way of expressing and spreading your interests to other people; by wearing it right on your chest.

Paying Hot Topic stupid amounts of money to do so is another issue altogether, but monetary worth is a completely relative concept, so unless you have never paid 15$ for something that served similar purposes - a hat for a sports team, a shirt with your favorite gand's logo, a tri-force tattoo on your butt (oh come on, you guys have to have made some similar purchase at some point)- you aren't really one to throw stones.

ill trooper @ Nov 27th 2006 7:57PM

It's one year away - 1up month-long specials, trailers, clothing? This is like the big set-up for a real, real, really WACK disappointment - like the one-player boring trudge, lack-of-online CO-OP that Halo 2 delivered.

Johnny Storm @ Nov 27th 2006 8:44PM

I would never pay money for a t-shirt w/ a gaming logo on them. I have a closet full of this junk from E3, GDC, pre-release parties etc.

I've sold some of these t-shirts for $20.00+ on eBay though. That's where the real money is...

omfg! @ Nov 28th 2006 1:10PM

Jackson Pritt...

Threadless is also guilty of branding...and trendy pop culture whoring too.
Hot Topic for 20-somethings. I love this anti-consumerism consumerism...people like you seem to be blinded by the hipster credibility.

http://threadless.com/product/668/I_Heart_Threadless

Pride over your lack of labels is just funny...and no, these shirts are not free.
Where is your god now? :)

BTW, a Hanes three pack is like $10 and is completely blank. You could make you own designs and REALLY live by the ideal you profess to love.

Off the (hot) topic, is anyone else sick of these attention whore self-declaration shirts? The "I heart beer" and "I wish these were brains" shirts and the like. Shallow (frat) party "conversation" starters... People with nothing to say can now say it through a shirt. The general rule is that if a shirt makes reference to the wearer it is by definition an attention-whore shirt. Please get over yourself Pritt.

omfg! @ Nov 27th 2006 11:54PM

benjamin @ Nov 28th 2006 7:13AM

I'd seen this yesterday (oddly, while getting my reserved copy of Twilight Princess for my recently acquired Wii). They had a little sign out front that said something to the effect of "Pwn them all."

Needless to say, I was offended by the hipsterization (warning: not a word) of 'pwn.'