While the latter part of 2007 was well represented across the board, the genre receiving the most attention was easily the first-person shooter. Rather than go head-to-head with the likes of Valve's The Orange Box, Crytek's Crysis, or 2K's BioShock, Ubisoft and Gearbox opted for a tactical retreat with Brothers in Arms: Hell's Highway, delaying the game to the first part of 2008. In January, Ubisoft pushed the game back even farther, saying the title wouldn't appear until the publisher's 2009 fiscal year, which runs April 1, 2008 to March 31, 2009.
It now appears as if Gearbox's squad-focused World War II shooter will arrive sooner rather than later, as the game's latest trailer touts an August 2008 release window. First announced in April 2006 for a holiday release that same year, Brothers in Arms: Hell's Highway will ship for the Xbox 360, PlayStation 3, and PC.
Last month, Gearbox provoked the ire of many fans pining for the long-awaited shooter, saying it had partnered with in-game advertisement provider Double Fusion for both dynamic and static ads. Gearbox president Randy Pitchford was quick to mollify those concerns, however, stating in a post to the developer's blog that the ads would not be implemented in such a fashion that would detract from the experience.
