Last year, we blew the lid off Modern Warfare 3 months before it was due for release. It was the biggest leak weād seen, let alone written about, in almost a decade.
https://lastchance.cc/the-modern-warfare-3-files-exclusive-first-details-on-5801226%3C/a%3E%3C/p%3E
It was, in short, one hell of a story. It was also only half the story.
The other side, that of how publishers Activision reacted to the leak, is just as interesting! In this video (linked below) from marketing site Ad Age, Activision CEO Eric Hirshberg goes into great detail on the companyās response, and how it turned what many in that side of business would have called a catastrophe into something they could actually work with.
āWe were probably nine months away from launching Modern Warfare 3ā, Hirshberg recalls. āI was actually at my physical therapist, Iād just had surgery on my lower back, and my iPhone starts doing the nnnnnn, nnnnnn thingā
āSo I limp over to the thing and look at it, and thereās been this massive leak.ā
āIt wasnāt coolā.
He then goes into specific detail on how the different wings involved in the gameās marketing and production kicked into gear and reacted. As a side of the business we donāt normally get to see, itās fascinating stuff.
Activision CEO on How āMassive Leakā Changed the Launch of āModern Warfare IIIā [Ad Age]
