Shovel Knight is one of the most popular indie games on the market today, and its success could be compared to that of Undertale or Minecraft. One of the game’s biggest achievements is the fact that it is the first indie title to have its protagonist turned into an officially licensed Amiibo. The developers of Shovel Knight, Yacht Club Games, worked hard to keep the Amiibo a secret until the appointed time, and responding to leaks was part of that struggle.
“The excitement leading up to it was something else. What was funny was that we were waiting for the announcement, website, trailer and stuff like that, and retailers kept leaking it. It was tricky to get the information out there. It’s one thing to leak that it’s a thing, but it’s another to leak that it’s in a game series it’s not! There was a lot of information around, and we couldn’t easily say it was wrong without talking about it fully. […] We had to say it was a mis-listing, so not denying everything. We had people getting pre-emptively mad about the release date, pricing. All mad at details that were incorrect. We’re pretty receptive online and tried to answer queries.”
“We tried to calm everyone down and put out a definitive update with full details. But that was fun, a few guys were at PAX for the reveal at the [email protected] event, and we were all excited that we had prototypes in a box. The guys were keeping them under their coats at the hotel so that we kept a lid on it, yet the whole time that was happening images were online. It was a bubble where the guys at the event were keeping a secret, but EVERYONE in the entire world knew about it.
“But still, it was an immensely exciting day with everything coming together.”
— Ian Flood
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Source: Nintendo Life