This was an incredibly efficient, clean and informative release campaign. The game was announced five months before it's closed alpha and was in an incredible state. This is a rollout where the product was able to speak for itself and the thoughtful mechanics and vibrant setting got players excited.
We hope other AAA games will take note of this release cadence. As we've said before, long drawn out campaigns (see Cyberpunk 2077) are antiquated strategies that have no marketing or financial efficiency. We would argue that the cinematic trailer wasn't even necessary, and our guess is that it was probably something that the marketing team wanted more than the developers.
All of the key beats are below, we hope they're helpful.
*Key beats are bold.
October 25, 2021 - Game leak on Reddit. The leak doens't appear to have affected the rollout plans in any way.
May 12, 2022 - Closed alpha announced. A 'Pros vs Devs' gameplay match is released along with the announce of closed alpha giving the game validation among the EVO community.
May 16, 2022 - Official cinematic trailer released.
May 19, 2022 - Closed alpha starts and runs May 19th-27th. Players are allowed to create content and share the experience publicly.
July 14, 2022 - Open beta announce. A new gameplay trailer is released along with an official Open Beta announce trailer featuring Tony Huynh and details on how to get early access.
July 19, 2022 - Early access begins for players who joined the closed alpha or earned a code via Twitch drops.
July 26, 2022 - Open beta launch. Game is available on PC, PS, and Xbox.
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