Well, to be honest to the Swordquest deal itself... that IS something gaming companies should actually do more. I mean, people love leaderboards and online content in their games nowadays, so why not?
Launch a game, and make a promotion that 1 year after launch, the top 3 players in the game will win something awesome (like a freaking Golden Sword with diamons, holy shit!) and then, you launch some DLC and those who buy the DLC are now in for a new Round.
Do shit like this and i can easily see any game skyrocketing their sales at least a bit
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