It's after gameplay.

Assassin's Creed II is a recent example.

From the wiki:

Having the title of the game not coming up immediately at the beginning of the game. Usually after a first mission or prologue.

I've added Shadow Complex (pending approval) as well. You play the beginning bit with the helicopter, then it shows the SC logo + dramatic music, then cut to Jason and Claire gone hiking. Clear example I'd say :)

I don't think Mass Effect qualifies. Imo there should be a kind of unexpected element to a late title card. You've been with the game long enough that you don't expect it.

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From the wiki:

 

Having the title of the game not coming up immediately at the beginning of the game. Usually after a first mission or prologue.

 
Regardless, there's no real definition of it. A title card that's not at the very beginning I suppose. 

On a side note, can anyone think of games that have their title card at the end? I'm trying to think of some but can't.      "

The Departed, its not actually a game but it easily had the best late title card in any medium.

its a title card, but later then the majority of other title cards 

Ryan totally vindicated my last post in the recent bombcast. YES!