Epic's Gears of War has finally ousted Halo 2 as the most-played game on the Xbox Live service. It's not too surprising, given the game's popularity. Epic was apparently expecting that; GameDaily spoke with Microsoft Corporate VP of Global Marketing Jeff Bell, who as much as says that Gears is the first chapter in a trilogy. From the article: "Gamers today demand an excellent story in their games; they need to know what's at stake, and why they should care. Excitement tops the list of desired emotions, but they want to be scared, too. They want the rush that comes from being scared by an enemy or trapped in a dark room and escaping with their lives. The goal of this ad is to establish Marcus Fenix as the hero of the Gears of War trilogy. The intention is to create emotional connection with him that is lacking in typical third-person action title marketing, by communicating a sense of desperation, loneliness, overwhelming odds, and the ultimate futility of the situation he faces."