Bungie’s Marathon in Crisis: Marketing Pulled, Morale Sinks, and September Release in Doubt

Bungie's upcoming extraction shooter Marathon is facing mounting challenges that could jeopardize its planned September 23, 2025 release. What began as a promising revival of a cult-classic franchise has spiraled into a storm of controversy, internal turmoil, and now—an apparent collapse in marketing support.

From Reveal to Repercussions

The trouble began shortly after Marathon’s major gameplay reveal in April. Players quickly expressed concern over the unannounced pricing model, a detail Bungie has yet to clarify. 

Fan disappointment only deepened when the studio confirmed that the game would not include proximity chat—a feature many consider essential for extraction shooters.

Then came an eyebrow-raising move: Bungie dropped the NDA requirement for its Closed Alpha. The change followed mixed player reactions to the early build, signaling possible internal concerns about the game's reception.

Art Theft Controversy

The biggest blow came when independent artist ANTIREAL accused Bungie of plagiarizing her work for in-game assets and promotional materials. Bungie confirmed the allegation, issued an apology, and pledged to audit all creative materials, but the controversy left a stain on the game's already shaky public image.

Internal Struggles and Low Morale

Reports from within the studio suggest that Marathon’s issues extend far beyond PR disasters. According to sources, employee morale has plummeted, with some describing the environment as “actively hostile.” 

Former developers have gone further, labeling the project’s leadership as “extremely toxic and humiliating,” and claiming that early concerns about the game's PvP focus were routinely dismissed by higher-ups.

Sony Pulls the Plug on Paid Marketing

Now, in a potentially devastating development, Sony has canceled all paid marketing plans for Marathon. The news comes via Sacred Symbols+ host and former IGN editor Colin Moriarty, who cited a source familiar with marketing efforts in a key overseas territory.

“There are now no plans to do paid marketing for Marathon at all,” Moriarty said, calling it “a fairly unusual move for a game of this high profile.”

This aligns with earlier reporting from Forbes journalist Paul Tassi, who revealed that Bungie had already scrapped its main marketing push, which was set to include a new trailer and pre-orders in June. Those plans are reportedly being reworked—though it’s unclear what will replace them.

Delay Seems Increasingly Likely

With marketing efforts halted, internal morale in free fall, and continued fallout from the art plagiarism controversy, industry insiders now speculate that Marathon is unlikely to meet its September release date.

Neither Bungie nor Sony has issued a public statement about the alleged marketing pullback or a potential delay.

Source: The Game Post