These days, the term "exclusive" is used fairly frequently when describing AAA game releases - and it's rarely what consumers think. Some games may be announced exclusive for one platform (as Sony did for GTA5 on next-gen), while others may merely be timed exclusives (as Microsoft plans for Rise of the Tomb Raider). But in the case of Destiny, things are a little different.
The wealth of exclusive content coming to both the PS3 and PS4 shows that Sony is betting big on Bungie's new persistent online title, but in the UK, that exclusivity means Microsoft can't even advertise that Destiny will be coming to Xbox as well. Not to be removed from the discussion completely, the company went a little outside of the box to not only remind their platform owners that they, too, can delve into Destiny, but take a shot at Sony's deal at the same time.
It all began with a Tweet that would seem fairly uninteresting, excepting the fact that it appeared to promote a new fragrance - being created by Microsoft's Xbox division:
The Tweets soon led viewers to the website at 'DestinyFragrance.com' where they were given the full story on the 'new fragrance by Xbox.' It seems that Xbox UK decided to put their sense of humor to work in circumventing their restrictions; they aren't technically advertising the game called Destiny, but a fragrance sharing the title. Once arriving at the website, a clearer explanation was given:
CLICK TO ENLARGE
Although the website has since been modified to feature nothing but a generic placeholder promotion, we have to at least applaud the ingenuity of Xbox UK. The official Twitter account didn't actually advertise the game, and technically, neither does the website (even if the 'Order Now' button led users to purchase the game for the Xbox 360 or Xbox One). As crafty as they may have been, it seems Activision/Sony called off the play, or leadership deemed it to be too risky in the end.
But even if the website has been pulled, or those responsible may face a tough day once the weekend is over, it's hard to argue that the plan worked as they had hoped. Microsoft decided to advertise a made-up fragrance, and now the fact that Destiny is also launching on their platforms is being brought up across the internet.
What do you think of the move? Is Microsoft being juvenile or immature in regards to an exclusivity deal, or do you take issue with them not being able to advertise for the game in the first place? Sound off in the comments.
Destiny releases September 9, 2014 for PS Vita, PS3, PS4, Xbox 360, and Xbox One.
Follow me on Twitter @andrew_dyce.