Bungie's veteran composer Marty O'Donnell, in continuing his chats with IndustryGamers, has expressed that Bungie aspires to gaining the same sort of recognition and reputation as a games development studio as Blizzard and Valve.
O'Donnell notes that Halo, the franchise they're most famous for, probably holds 'bigger marketing pizazz' than the Bungie name itself:
'We were fortunate enough to keep Bungie's name up front while we were making Halo. But certainly the Halo fan is a bigger set and the Bungie fan is probably a smaller subset of that. I think we have a pretty good Bungie awareness out there but we certainly would like to pull everyone who's a fan of games with us and expand with that. Halo probably has a bigger marketing pizzazz than Bungie does, but we're working to change that.'
The key, it would seem, is in aspiration - actively seeking to expand upon their brand name rather than crowning 'individual rock stars'. They're not looking to just be another well-thought of development stable, but rather reach a level where the Bungie name becomes synonymous with a high level of quality.
'I think individual stars in the game industry, we have examples of that and they're out there but that hasn't been Bungie's way. I don't think it's Blizzard's way; I don't think it's Valve's way. Blizzard and Valve are pretty successful companies and people know them. If there's a new Valve game I know I'm going to pick it up. People probably are not chomping at the bit for Activision's new game. They don't think about it that way.
'We sort of like that Blizzard is ... Bungie is around exactly the same time Blizzard was and we've been friends with a lot of those Blizzards guys for years and we have a lot of respect for them and I don't think about individual rock stars in Blizzard as much as I think about Blizzard. If it's a Blizzard game it's going to be amazing. And we hope the same thing happens for Bungie'
Bungie signed a decade-long deal with Activision last April to create a new IP having completed work on Halo: Reach. It has not yet been announced what form this new game will take, although various rumours and the occasional joke have pointed towards a sci-fi MMO FPS. [IndustryGamers]