What’s that? A HALF-LIFE 3 POSTER OH EM JEEZ? Nah, but somebody wants you to think it is. The thing is, if you stop hyperventilating for a moment and actually look at it properly, you’ll probably notice that the orthography is all wrong. It doesn’t say “Half-Life 3“, it says “Half-Life: 3”, and that punctuation totally matters.
The full text reads “Half-Life: 3” and, below it, “Redakteure, die es damals gespielt haben”. In English, that’s “Half-Life: 3 editors who played it back then”. Oh you. According to Eurogamer, the ad was taken out by German websites spieletipps and GIGA games, who obviously think Half-Life 3 jokes are still super hilarious, more than 10 years later.