Wollan said:
The game quality is a great success. Guerrilla isn't to be blamed.
Lack of heavy marketing is the genuine excuse here.
I don't doubt that Guerrilla delivered. Nevertheless, it is likely Sony failed to take into account how the FPS market changed from the time of Killzone 2's conception.
It used to be that the market was very receptive to new and different shooters, similar to how you could watch a bunch of different blockbuster sci-fi/WWII movies in the same summer. As the focus shifted from singleplayer to multiplayer (especially those with extensive stat tracking), time became a limited resource. Most players saw that it was preferable to spend their time playing the multiplayer of one shooter rather than trying a bunch of other shooters. In multiplayer, you could play with your friends, the gameplay was more dynamic, you wanted to get really good at it, and it tracked your progress.
It's now remarkably similar to the RTS genre in that the singleplayer shows the player the basics but it's the multiplayer that is the real meat of the game. The singleplayer gets you familiar with the game but the multiplayer is a dynamic experience with completely different skillset. We can see that Medal of Honor, a franchise that concentrated more on story-telling and unique single-player gameplay, hasn't seen the same explosive growth as Call of Duty, a franchise that became heavily focused on its competitive multiplayer. These days, a single-player focused shooter, such as FEAR 2, is treated like a DVD rental. They either bomb or have very poor legs due to a strong second-hand game market. Once the singleplayer in consumed by the player due to its finite content, the lackluster multiplayer won't sate their appetite and a strong used game market forms. Even mainstream coverage of FPS games rarely talks or shows the singleplayer portion of the game but instead concentrates on the competitive multiplayer and the community behind it. Nevertheless, we saw Left4Dead become a huge hit on the 360 because it concentrated on the same competitive multiplayer values but made the normally static cooperative multiplayer into a very dynamic experience. This lead to strong sales and word of mouth along with very long legs for a new IP shooter.
This is how you have your Halo 3 and your Call of Duty games topping the sales charts, having unusually long legs for a shooter, and dominating the online activity charts for months after their releases. There is a strong multiplayer focus that discourages a second-hand market and there is very strong word of mouth due to how social these games are. It's similar to a MMO in that a player can become so invested in the game. You have friends playing Call of Duty 4, you have a strong need to level up and unlock in Call of Duty 4, you spent so much of your time. It's very difficult for a player like this to try another shooter when he is so invested into one shooter.
So now Killzone 2 has several obstacles it has to overcome if it wants to establish itself. It has no brand recognition. At best, the brand recognition would hurt the game. As a showpiece for the PS3's power, it concentrates heavily on providing the player with finite resources, such as the best visuals in the console market and cinematic sequences. After a shooter's release, the word of mouth is rarely about the graphics and singleplayer but about the health of the multiplayer community and the developer support. The game is at a disadvantage in that it has to build up a community from scratch. A game like Halo 3 has the Halo community providing word of mouth and a foundation for the game. The game also targets players that are already dedicated to the multiplayer and community of another game. These players have spent hours playing and mastering the game's multiplayer and it's going take more than visuals to win them over. They will be reluctant switch to another game unless skills are easily transferable (i.e. Call of Duty 4 to Call of Duty: World At War). We've seen the ground up PS3 exclusive, Resistance 2, fail to outsell the PS3 SKU of Call of Duty: World at War and fall off the charts very quickly.
That is a lot of obstacles. It very interesting to see that FPS market is transforming into something of an oligopoly with a handful of franchises dominating sales due to their brand name, community, and word of mouth. Anyone making a singleplayer focused FPS or even a competitive multiplayer FPS that doesn't have a strong brand attached to it has a death wish.
Edit:
I was at the single-digit page count when I started this...