[jarin]

Without being a game industry insider, it would seem like the best way would be to use distribution and advertising methods that allow you release a game when it's done. That is to say, distribution methods like Steam or the App Store and advertising methods like dev blogs, teaser/sneak peak videos, frequent articles on game review sites, playable demos at Comic-Con, etc.

Bioware seems to be taking a really good approach to this with Star Wars: The Old Republic, but they might be able to get away with it because it's Star Wars.

I think the problem is a lot of companies rely on big box retailers and traditional media for their blockbusters, which means long lead times on print materials, DVD pressing, magazine advertising. Big projects always go longer than you intend, and if you make all of these big feature promises and deadlines in advance you basically are forcing yourself into extended crunch time.