Blizzard has a program called Friends & Family. The participants in this program gain access to new patches and games before they are made available through beta invites or to the open public.
Many of the people who run the most popular fan sites for Blizzard products are in the Friends & Family program. The top guilds in World of Warcraft are in the Friends & Family program. The top PVPers in World of Warcraft are in the Friends & Family program. Information is datamined from World of Warcraft patches before the NDAs are lifted and published on sites belonging to these individuals. A model here, a new spell there.
Even things that haven't been added to the pre-downloads that normal customers have access until the last minute are revealed weeks and even months ahead of time. Official news is actually very light until the software gets to the Public Test Realms but the unofficial sites have a lot of the information, even if some things get tweaked before release. If Blizzard doesn't plan these leaks, they condone them by allowing the sites that create them to remain in their Friends & Family pre-release program.
Now, I am talking about one company. I am not talking about every company that has leaks of their new products or rumors that are true or even close to being true. Blizzard uses leaks as part of their promotional campaign and keeping said campaign at a grassroots level. Their commercial marketing isn't overbearing and a lot of times sporadic and yet they are alway top sellers and dominate their markets.
Many of the people who run the most popular fan sites for Blizzard products are in the Friends & Family program. The top guilds in World of Warcraft are in the Friends & Family program. The top PVPers in World of Warcraft are in the Friends & Family program. Information is datamined from World of Warcraft patches before the NDAs are lifted and published on sites belonging to these individuals. A model here, a new spell there.
Even things that haven't been added to the pre-downloads that normal customers have access until the last minute are revealed weeks and even months ahead of time. Official news is actually very light until the software gets to the Public Test Realms but the unofficial sites have a lot of the information, even if some things get tweaked before release. If Blizzard doesn't plan these leaks, they condone them by allowing the sites that create them to remain in their Friends & Family pre-release program.
Now, I am talking about one company. I am not talking about every company that has leaks of their new products or rumors that are true or even close to being true. Blizzard uses leaks as part of their promotional campaign and keeping said campaign at a grassroots level. Their commercial marketing isn't overbearing and a lot of times sporadic and yet they are alway top sellers and dominate their markets.
Comment