Though the general public didn't get to see any of it, Red Dead Redemption 2 was actually there at E3 - just in a restricted capacity.
E3 2018 brought back a trend that was missing these past few years in that several games that were announced had behind-closed-doors demos, available only to select members of the press.
Thing is, Rockstar's Red Dead Redemption 2 demo was done in such a secretive manner that even some of the most prestigious sites only learned of it by accident.
It is said that there was a relatively small room to which only a very small selection of journalists were admitted where the demo was presented. Reporters form Eurogamer and Ars Technica both confirmed the existence of The Room™.
As far as the general public was concerned, Take-Two played a power-stunt at E3 this year with a huge, luxurious booth that had precisely zero marketing purpose. It was a massive expenditure with no direct profit value and amounted to the company flaunting how much money Red Dead Redemption 2 will earn them later in the year.
Rockstar Games provided a press demo during an event in Edinburgh earlier this year which resulted in some of the first gameplay details being revealed about the game.
After that, the marketing machine finally picked up and we started getting somewhat more official info, including the reveal of the game's many special editions.
If we were to look at how Rockstar marketed their previous games, then a new trailer showing gameplay should be imminent. A similar publicity model has been followed ever since Red Dead Redemption, with L.A. Noire and Grand Theft Auto 5 following it too. Based on how things went for GTA 5, we should be getting a new trailer in July.
The fact that some digital pre-order bonuses are also expiring on the 31st of July dictates that some kind of marketing move will be played before then to push those pre-orders harder.
In today's AAA industry, pre-orders are very important for companies as a way to gauge interest and project sales numbers. Pre-orders also help retailers estimate how much retail stock to order.
Red Dead Redemption 2 will launch on Xbox One and PlayStation 4 on the 26th of October.