My bad, I meant marketing strategy not advertising budget. Concord definitely had a bigger budget considering they got a Secret level episode deal before the game was even launched. But the budget and bits of marketing don't matter when it doesn't gain any traction and whatever their strategy was it gained no traction what so ever.

As for highguard, they did pay for the TGA spot. They didn't pay extra to be the premier trailer, that Jeff gave them for free. And they did had a weird strategy of going completely radio silent after TGA. But despite that people at launch knew this game existed and has already beaten Concord numbers (at least on Steam) by hundredfold and I don't think that's solely because this game is F2P.