I got curious after that and found an article where publishers talked about it here (archive which talks about development cost and marketing. Some excerpts:

...and marketing costs reaching up to $310 million depending on the franchise.

...and their recent instalments are approximately Euro 150 million for pre-launch development costs and approximately Euro 50 million for launch marketing campaign costs.

...Specifically, it reported a total of development and marketing costs between about $110 million and almost $380 million for some of its latest major releases.

...It provided an example that for one AAA game the development budget value could range between $90 million and $180 million, whereas the marketing budget could range between $50 million and $150 million. This publisher also submitted that for one of its major franchise's development costs reached $660 million and marketing costs peaked at almost $550 million.

While these are no set in stone variables, I'd assume since they even made bloody controllers they probably did 100% of dev budget. We will probably never know but it's an interesting thing to think about.