I'd imagine at least part of the problem with marketing is that the West isn't the primary market for FFXVI and never really was. It's also an older game, and old games tend to not get advertised much. Especially old MMOs. Think about how much advertising WoW had back around 2006 vs now. Now if WoW is getting advertised, it's not actually advertisements. It's because Blizzard has gotten in the news, often in a bad way.