Show any gamer a picture of Link and he'll know who he is, same goes for Freeman.
Show a lay person a picture of Gordon Freeman and they'll ask you why you've shown them a picture of a geek in an orange suit. However, with Link, there is a fairly small but reasonable chance they will know who it is, even if it's just 'that guy from that game on Nintendo' but he's still recognised as far more of a character than Freeman is IMO.
Oh the lols from that.
Put it this way. Freemans a guy with a crowbar running around a science facility wacking and shooting aliens, marines and possibly his own colleagues and don't get me wrong, Half Life is a class game, but Zelda is something else. Zelda was released on different consoles and Link actually has a timeline, a legacy and a more epic storyline than Half Life.
Either way, if Link does win, he won't beat Mario.
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