Remember when a strange, demonic-looking statue popped up in the Mojave Desert, and The Game Awards tweeted about it? The gaming world went wild! Everyone had their own theories about what it meant. Turns out, Larian Studios put it there to announce the World Premiere of their game, Divinity. But why go to such lengths? A Divinity developer recently explained the strategy behind the Desert Statue in a Reddit AMA.
As someone who follows game development and marketing closely, I’ve seen a lot of creative campaigns, but this one stood out. The ingenuity in turning potential leaks into buzz is remarkable.
How Did the Divinity Desert Statue Become a Hype Machine Instead of a Leak Cover?
Michael, Head of Publishing at Larian Studios, revealed in an AMA on r/Games that the team was worried about leaks before the big Divinity announcement. To combat this, they decided to create a distraction – something that would grab attention and overshadow any potential leaks. The solution? An ominous monolith placed in the Joshua Tree portion of the Mojave Desert.
The result was a monolith. I always wanted it in Joshua Tree, because I love Joshua Tree. So we had two ambitions: create a monolith, and dump it in the desert.
Once the decision was made, the mood at Larian shifted from paranoia to excitement. Michael mentioned Roy, another team member, actually flew to Joshua Tree during PAX (a gaming event) and worked with local officials to make it happen, while the rest of the team focused on designing the monolith. I can only imagine the energy in the office during that time, with everyone pulling together on such a unique project.
Why Was the Desert Statue Reveal So Effective for Divinity?
The elaborate plan paid off big time. The Desert Statue became a major talking point during The Game Awards. Paired with an impressive Divinity trailer, gamers were instantly excited, even though the game was still years away. It was like they turned a potential crisis into a viral sensation.
Where Exactly Was the Divinity Desert Statue Placed?
The Divinity desert statue was placed in the Joshua Tree area of the Mojave Desert. The specific location wasn’t pinpointed, adding to the mystery and intrigue.
How Much Did the Divinity Desert Statue Stunt Cost?
While the exact cost hasn’t been revealed, creating and transporting a monolith to the desert, plus the related logistics and marketing efforts, likely involved a significant investment. Some estimate it could have been around $50,000 (€46,000) or more, depending on the materials and labor involved.
What Other Marketing Strategies Has Larian Studios Used?
Larian Studios is known for engaging directly with its community, using platforms like Reddit and Twitch for AMAs and gameplay streams. They also often release developer diaries, giving fans insights into the game development process. This level of transparency helps build trust and excitement.
The Divinity Desert Statue story shows how creative marketing can turn potential problems into huge wins. It’s a reminder that thinking outside the box can really pay off. What are your thoughts on the Divinity Desert Statue stunt? Share your opinions in the comments below!