In brief: When Xbox launched over two decades ago, no one could have predicted how big Halo would become. The iconic sci-fi shooter franchise has reportedly raked in $10 billion, cementing it’s position as one of gaming’s most lucrative properties. But the real shocker is that a mind-blowing $1.8 billion of Halo’s total revenue came from merchandise like apparel, toys, books, shows, and licensing.
That figure, revealed in a recent License Global magazine feature, underscores just how massive Master Chief and his world have become globally. The magazine spoke to John Friend, Xbox’s head of consumer products, who suggested that when you have an IP as gargantuan as Halo, you can go to town on licensing deals.
“It’s important to assess a franchise and a community based on who they are and what that franchise is and make sure that you’re designing a program that’s additive to fans and building fandom, both for that group and for that franchise,” he told the magazine.
The avalanche of new Halo merch that came out this year alone from an all-star roster of brand partners testifies to this strategy. There are exclusive action figures from Jazwares, adorable plushy Master Chiefs courtesy of TOMY, and Little People collector sets by way of Fisher-Price. Even Mattel delivered building sets tied to Halo Infinite. Apparel wasn’t forgotten either, with Culture Kings launching retro Halo tees that sold really well, according to the report.
The barrage continues into next year as well. Sci-fi buffs can look forward to Simon & Schuster’s new Halo novel “Empty Throne” in early 2025. Those who prefer hands-on experiences can try the upcoming “Halo: Flashpoint” tabletop game from Mantic Games.
All this comes even though the last title from the franchise, Halo Infinite, released in 2021.
The one area where Xbox’s expansion for Halo hasn’t seen runaway success is the now-canceled live-action TV series on Paramount+. That big budget adaptation was a rare misfire in Microsoft’s otherwise successful campaign to make Halo far more than just a revered video game series.
However, the series still commands a respectable 70% score on Rotten Tomatoes, which is a lot better than the ratings of many other recent adaptations.
As for what’s next for the franchise, information is slim beyond a few rumors. There are whispers of a Halo: Combat Evolved remaster potentially coming to PlayStation 5 besides the usual Xbox/PC release. This holds water considering Microsoft’s decisions to expand console exclusives like Hi-Fi Rush to other platforms.