From 2002 to 2004, LucasArts had entered a gaming renaissance. Of course, numbers don’t always equate to quality.
And Ward declared himself the Rogue Leader who would put LucasArts on the map. In 2004, LucasArts had only grossed $100 million, significantly less than its top competitor in the gaming market, Halo 2. He wished to do the same at LucasArts, which he considered a mess of a company when he was handed the keys.
Ward had been responsible for The Phantom Menace‘s now-infamous media blitz, which helped the film rake in over $400 million. In 2004, the VP of Marketing at Lucasfilm, Jim Ward, was named President of LucasArts. The video game part of the franchise, however, was in deep trouble.
