GTA 4 (as in Grand Theft Auto) was absolutely marketed around a character, and the game was successfully used to represent the 360 in official advertising.
Doom, Duke Nukem, Golden Eye, Half Life, Halo 1, Far Cry, Half Life 2, Halo 2, Halo 3, Crysis, Gears of War and Gears of War 2 etc etc etc have all benefited from promotion and marketing based around a central character.
Halo is clearly not the anomaly you suggest it is.
Which is completely wrong. Doom when it was designed was specifically created so that the central character would have absolutely no character. Anything invested into the character would come from the mind of the person playing it.
They went out of their way to make him as generic as possible. Doom Guy was just the "Guy that survived and didn't get massacred when the gates of hell opened and flooded the base."
Half-Life 1 had Gordon. Which one up'd this by giving the guy a name. But other than that, again they went out of the way to make him as generic as possible. He doesn't even talk...
Halo followed in Doom's footsteps. Make the central character as bland and generic as possible, even to the point of not giving him a name. They want the PLAYER to feel as if it is THEM in the game, and not some character created by Bungie.
As for Golden Eye, what else are you supposed to do with a 007 game? Bond IS 007.
Doom Guy got the name Doom Guy because there was NO NAME given to him by ID. So fans of the game just gave him the name Doom Guy. Hell, considering the bland armor you could have been playing a Girl. But the lack of obvious in-you-face boobs and most of the gaming population at the time being guys meant he was inferred to be a guy. Although at no time did ID state whether it was even a guy or a girl.
Halo 2 obviously now had a recognizable character because Halo became popular and thus faceless bland armor suit suddenly became an iconic figure.
Half-Life 2 same story. Gordon was now iconic because the game had gotten to hit status. And even then Gordon is STILL generic and bland.
Far Cry, yes they were tellling a story with a main character where the main character was a prominent part of that story. And even had a little bit of background. I still have no clue who the Far Cry guy is though. Meaning the character itself was still rather bland.
Gears of War, yes, they used him in an advert...successfully.
But as obonicus was stating. For the most part and specifically with regards to Doom Guy and Master Chief. The games made the main characters into popular iconic figures rather than Doom Guy and Master Chief selling the games.
Most FPS games still try not to characterize the person that the player is controlling. It helps with immersion. Gives players and opportunity to imagine it is them in the game rather than someone else.
Either way. You remember Doom Guy, Master Chief and Gordon because of the game. There is absolutely nothing about them that would set them apart from Joe Schmoe member of their particular organization in the games. Although I suppose Master Chief was a Spartan so that made him no different than any other member of a small elite team of soldiers.
Regards,
SB