Halo 2 in 2004 was very popular. It helped make Xbox Live a success. They'd already had a few online games (Unreal Championship, MechAssault, etc), but Halo took it from mild curiosity to THE big thing people were talking about.
When the game launched it hit the news. And that only rarely happens, at least around here where I live. They were talking about it on local channels. I even saw awards show presenters talking about Halo 2.
When the 360 launched, Halo 2 and it's LIVE features were the most played game on the platform for a while. I don't want to make claims that I'm unsure of so I won't go giving any numbers or whatnot, but it was going strong to say the least.
Playstation's online offerings were good as well. SOCOM was fun. But while somewhat popular, I don't remember anyone being as nuts for SOCOM as people were for Halo 2. Largely, one would assume, because the PS2 didn't have an on board HDD or network card. Those were all peripherals sold separately while the Xbox had them built in. It wasn't until the PS3 that Sony got their system ready to be put online out of the box.
If I had to pin it down to one singular moment, I'd say the launch of Halo 2 took console online games from "kind of interesting" to being the big new thing of the time. Now whether or not ushering in the age of the online console shooter was good thing or not is a debate for another time. ;)
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