Leaks can be debilitating, but Capcom made sure it wasn’t.
A recent leak involving Street Fighter V almost ruined Capcom’s Evo 2019 weekend. Instead, the company embraced the buzz and turned it into a positive public relations move. In fighting game terms: Capcom just hit the perfect parry.
As it turns out, Capcom planned to unveil Poison, Lucia and longtime fighter E. Honda during Evo 2019. Based on the characters’ planned release date of August 4th—the same day as the Evo SFV finals—they were likely going to be announced that day and made immediately available. Combining announcements with relevant events is a move that works for many companies, so it makes sense that Capcom chose Evo instead of E3.
The early reveal slip up happened on Steam well before Street Fighter V took the stage at Evo. A listing went up containing a bundle of the three characters alongside screenshots and videos. Once they started generating attention, the assets were quickly removed.
Combining announcements with relevant events is a move that works for many companies so it makes sense that Capcom chose Evo instead of E3.
Luckily, Capcom responded to the leak in the best way possible. Rather than blaming someone for the mistake, the company simply owned it.
Capcom stepped in and delivered gameplay trailers for each character, confirming their existence rather than attempting to ignore the leak. It generates buzz for the game and makes Capcom look great for responding so positively. Whoever is behind the company’s social media deserves a nod, too:
We got a little TOO excited – E. Honda will bless the ring and join the original World Warriors in #SFVAE! He’s accompanied by Lucia and Poison, a deadly duo of fierce Final Fight fighters.
Characters out Aug 4. Bundle available Aug 5. pic.twitter.com/xWd2y9Lwcb
— Street Fighter (@StreetFighter) August 1, 2019