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Its all about hype and trying to get people intrested as early as possible. It makes people begin to think about a certain game and then either do a normal flow of info releases or the occasional piece of information. Smaller hyped games try to send out info when they know competition will be at its slowest or not bother if a game like Modern Warfare 2 is coming and would steal all the spotlight regardless of what information is shown.
Look at the upcoming Zelda game, all Nintendo released was 1 poster and the hype it generated was huge (or even news about an image being released during E3).
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