Epic Games' Cliff Bleszinski has revealed that the expected Gears of War 3 announcement at this year's Spike VGA Awards was because the timing wasn't right”.
A myriad of big name games were announced and showcased at this year's awards, but Microsoft's highly-anticipated third-person shooter was noticeably absent – despite prior rumours that a key reveal about the game would be made, according to CVG.
During the show, Bleszinski told 1UP that the announcement was pulled as part of a last-minute change of plans.
One thing I've learned in the world of video games: it's a war out there,” he said.
There's a lot of strategising going on and at any point something may shift due to a strategic move that needs to happen. So I came our here potentially announcing something, it turns out the timing's not right.”