I don't think Evo would be a lousy promotion. They couldn't give a better promotion than that. I mean Atlus is backing the games release in the USA, and Atlus has tons of fans... SNK got a good publisher to do that job than compared to when Ignition published the previous game.
It's foolish to compare a games "hype" to SFxT or UMvC, cuz let's face it, those are Capcom games, good or bad, people will be hyped for them. But I know alot of people are still hyped for KOFXIII to be hitting home.