Bungie staged a gun-arm and mind-transfer prank to promote Marathon

Bungie released an unusual promotional video for Marathon – instead of a standard gameplay trailer, the studio put together an elaborate sci-fi prank. Unsuspecting participants were invited to a fake Sekiguchi Genetics corporate showroom, where they were shown "prototypes" of technologies from the game's universe.

Showroom visitors got a look at mind-transfer technology, including the K.A.A.L.1 pet model – a robo-cat named Bingus that has become something of a Marathon mascot. They were also introduced to a "Vandal" class shell equipped with micro-jets and a cannon. From there, things escalated into classic prank-show territory, with actors in character costumes and hidden cameras.

Community reaction was predictably mixed. Some viewers appreciated the creative angle – a few asked whether the pink Bingus was for sale, others inquired about the cost of the prosthetics seen in the video, and some suggested Bungie should build a Marathon-themed escape room.

Others weren't as enthusiastic, calling the stunt a waste of budget given the game's ongoing issues.

— Remember when Bungie did cool things instead of copying a Brazilian prank show?

— Could've spent that money fixing the UI.

Some fans drew comparisons to the live-action promotional videos Bungie produced for Destiny, as well as old Ratchet & Clank promos. Complaints about the game itself also showed up directly under the video.

The official Xbox account got in on it with a joke about theft:

Great opportunity to grab Bingus and run.

The video also sparked questions about how much Sony has invested in the Marathon marketing push – one user called the scale of the campaign "insane" and asked about the budget outright.