Oh, the ESRB. You ruin so many surprises. And while most publishers would either feverishly deny such leaks or get right pissed off about them, Atlus takes it all in stride.Claiming that ESRB leaks are the new viral marketing scheme of the future, the company put out this recent press release regarding the recently leaked info about Steal Princess and The Dark Spire:
"Our experiment has been a rousing success,” said Aram Jabbari, Manager of PR and Sales, beaming. “Allowing information about our upcoming titles to be silently posted on ESRB’s website has been a triumph, and we’ve decided to abandon all direct, overt disclosures of our future games in favor of quietly allowing the posting of new titles onto ESRB.org. Every other publisher puts their press releases out there in the same distribution channel, and sometimes the news gets overlooked. By sneaking all future game announcements onto the ESRB website for just a handful of passionate editors to find, we distance ourselves from industry conventions.”
Atlus will start this groundbreaking game launch tactic in 2009, and hopes to continue the practice as long as it remains effective.
"We’re sure we’ll have everyone doing this at some point, following in our footsteps. And maybe at some point it will force us to change direction. But in the mean time, we really feel that indirectly leaking all future game announcements and hoping a few people stumble upon them and tell everyone they know is the best way to go at this juncture."I've got to say, I don't think it matters whether the leaks were indeed intentional or Atlus is just playing it cool, as this kind of humor is a welcome breath of fresh air from an industry that tends to take itself way too seriously lately.
Bonus points for you, Atlus. Like you needed any.
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