In Real Life

4.6 Million People Played The Destiny Beta

That’s a lot of human beings.

The Destiny Beta took place between July 17 and July 27 and everyone and their dog somehow managed to get a key. Even if they didn’t, they got a chance to play regardless towards the end of the Beta when Bungie opened it up for everyone.

“This is the biggest beta of this console generation by a wide margin and the largest console beta ever for a new video game IP to date,” said Activision Publishing CEO Eric Hirshberg. “Hosting a beta at this scale is an incredible feat, so we’re thrilled to see the phenomenal response.”

I think, in hindsight, we’ll look at the Destiny Beta as one of the greatest master strokes of marketing in video game history. Giving each person who pre-ordered the game an extra two beta codes to distribute was key. It really allowed friends to introduce others to the game. It gave core players a chance to spread the word outward to players who might not have bought the game otherwise. It truly was a genius move, allowing Bungie to test their technology and communicate the Destiny message to players who might not have heard it otherwise.

The game comes out September 9. Can’t come soon enough.

Destiny beta boasts 4.6 million players [GIBiz]