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Release Date: November 8, 2011

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How Activison Reacted To The Modern Warfare 3 Leak

Posted on January 19, 2012 AT 07:16am

THE BUZZ: Last year gaming website Kotaku leaked a large amount of information on the then unannounced Modern Warfare 3, but what sort of impact did this have on Activision.

In a recent video (link below) from marketing company Ad Age, Activison CEO Eric Hirshberg goes into detail about how the company reacted to the leak and actually managed to turn it into a successful marketing campaign.

“We were probably nine months away from launching Modern Warfare 3,” Hirshberg recalls. “I was actually at my physical therapist, I’d just had surgery on my lower back, and my iPhone starts doing the vibrating thing. So I limp over to the thing and look at it, and there’s been this massive leak.”

You can check out the video here.

EGM’s TAKE: The Modern Warfare 3 leak was probably the biggest in gaming for a good number of years, if not ever, but the way in which Activision reacted was the most amazing part. Instead of panicking, which they probably did a bit, the team used some quick thinking and clever marketing people to turn the leak back in their favor. The team probably had their marketing strategy planned out to begin around E3, but the leak forced their hand and they quickly put out a set of teaser videos for each of the games four main countries, sending the Internet into Call of Duty melt down. Suddenly the gaming world was no longer talking about the leak but was instead busy mulling over these trailers, dissecting every little detail from them. Plus, all the leak really did was add more hype to the already highly anticipated next Call of Duty title. Activision simply had to keep fueling the fire until the game’s official release date. We will never truly know how the leak affected the sales of Modern Warfare 3, but either way it became yet another success story so it doesn’t really matter.

Do you think the leak helped or hindered? Could it have been on purpose? Leave your thoughts below.

Source: Ad Age

Matthew Bennett, Associate Editor
Matthew Bennett finally got his big break with EGM three years ago, following years of volunteer work for various sites. An ability to go many hours without sleep and a quick wit make him ideal for his role as associate editor at EGMNOW.com. He often thinks back to the days when the very idea of this career seemed like nothing but an impossible dream. Follow him on Twitter @mattyjb89. Meet the rest of the crew.

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