In one of the biggest leaks of the year and possibly of all time, Kotaku dropped some serious knowledge on the Internet back in May of 2011. This wasn’t just a minor spoiler like “get ready to go to Russia!” Instead, this was the whole Modern Warfare 3 sausage.
What gamers all over the world got that day well ahead of the November 8th release date was information on the game’s story, multiplayer modes, art assets, and more. As you can probably imagine, Activision, publisher and owner of the game’s developer Infinity Ward, was not happy about this.
However, they managed to turn it around and made it an opportunity that they wouldn’t have had otherwise. During Creativity and Ad Age’s Creativity and Technology event at CES this year, Activision CEO Eric Hirshberg (Bobby Kotick is CEO of Activision Blizzard) spoke out about how they managed to put a positive spin on an otherwise disastrous event.
His main point was that the fans did nothing wrong and that the company was presented with a choice: they could either harp on the leak and have everyone in the frame of mind that Activision is just another company that can’t keep its assets under control or they could keep rolling with the fact that everyone was buzzing about their game six months ahead of schedule and drum up additional interest. Hirshberg’s end goal was to be able to answer one question: if this leak hadn’t happened, then what couldn’t they have accomplished? It’s a simple but powerful question to turn that leak around.
Source: Ad Age