I would say it is more based around those who have had history. While not the most popular series of RPGS, it has made it mark in history.
I say it falls in line with hmm. Rocky Horror Picture Show. Many know of it, many more seen it, and has a massive following, and often doesn't need much in marketing or advertising to push it forward due to the dedicated fan from as early as 1989.
While the big three (WoW, FFXIV, ESO) have decent marketing and advertising and discussions - most of the time, from my perspective through the social media outlets it is filtered with some bizarre comments that either nothing to do with company/game or seemingly trollish / hamrful as a whole giving random population spikes and dives through their game's live.
SEGA on the other hand, feels like it is using the classic and basics of advertising. Simple online, and the power of word of mouth.
Who do you trust... Social media tid bits of how awesome said game is or family and friends insight and their experiences?