Bungie says its aim is to surpass its Halo series with its new shooter, Destiny.
The Activision-published shooter has headlined two press conferences so far this year, and is part of a new ten-year project for the developer and publisher. It is already tipped, along with Ubisoft's Watch Dogs, as one of the big new IPs for the next generation of consoles.
"We put a lot of pressure on ourselves to set the bar higher," said Bungie COO Pete Parsons.
"We owe it to ourselves, and our fans to stretch our studio to its absolute limit.
"We constantly challenge ourselves to evolve with technology and entertainment, to do something better than we did before. That takes ambition, but it also takes passion, an incredibly talented and inspiring team, and tons of hard work With Destiny, we're not only building a great action game, but to change the way our fans play Bungie games together
"We're building an awesome, hopeful world filled with epic action and adventure. If we do that successfully, we hope players will hold Destiny in the same regard they do all their other beloved entertainment franchises."
The game's marketing and pre-order campaign has already begun, and Bungie is fully involved in this part of the business, too.
"We like to say that we're all storytellers," added Parsons.
"We love taking our fans on entertaining journeys, even prior to launching our games. We've always been involved in every aspect of the marketing of our games. Destiny is no different."