A lot can be said of triple-a game marketing these days, but I don't think anyone does it better than Microsoft with Halo. Since Bungie's original Halo became a hit, and the basis for things like Xbox Live even existing, the series has always been treated with a reverence by Microsoft.
Halo is responsible for plenty of typical, trashy merchandising, but the world building supported now by 343's Bonnie Ross and Frank O'Connor (who use to work for Bungie) have spawned genuinely good peripheral content that does flesh out the Halo universe and give greater context to the games. i'm not just talking about movie sequences or comic books here, I'm talking about New York Times best sellers.
One of such pieces of content is Hunt the truth, a podcast from 343 and Miscorosoft done in a sudo-Serial style radio drama played out in 20 minute episodes. Kegan Michael Key from Key and Peele fame lends his talents to this and I've found a lot of the vocal performances in it really stellar.
Bloomberg published an article titled "Can the Woman Behind Halo 5 Save the Xbox?" in reference to Microsoft having it's lunch eaten by Sony's seemingly unstoppable wave of PS4 sales. It's a interesting look at the leader behind Halo now, and how the team looks at the franchise. The piece talks more about the story and the pieces that comprise it:
Since I'm not usually attracted to competitive multiplayer games. I've never really given Halo it's due. But playing through The Master Chief Collection felt like more than just playing Halo games. It was a historical record of how games have changed, and while complicated, and not always well acted, it was a coherent story with a ton of moving parts. I only finished Halo 4 this past weekend, and I actually prefer 343's approach to telling Halo's story in that game from Bungie's. So I'm excited to see where they take Halo 5, and based on some of the early reviews, like this one from Arthur Gies of Polygon, it may be a bit of a mixed bag.
Now that I finally feel like I have a handle on the game's fiction for the first time in my life, and have been so impressed by the Hunt the Truth podcast, I actually renewed my tradition of pre-ordering the limited edition of Halo 5 (something I've done since Halo 2), because I'm interested in what Halo: The Fall of Reach—an animated series about Master Chief's Spartan 2 team, to bolster and accompany the in-game story—has to offer. 343's bought my goodwill, and I'm retuning the favor by investing back in them. So, my eyes are open and my fingers are crossed.