Activision recently unveiled plans for a brand new quest in Destiny that has fans a little ticked off. The expansion, called The Taken King, will feature a new “never-before-seen, multi-stage mission in [upcoming expansion] The Taken King that will test the speed and strategic abilities of Destiny players in new ways.”
However, it’s only available to Destiny fans once they purchase a can of spasm-inducing Red Bull.
Learn more after the break…
Activision released the following press release about the exclusive expansion:
Activision Publishing, Inc. and Bungie, together with energy drink category leader Red Bull today announced a partnership that will bring an epic new quest to players of the popular sci-fi action adventure game franchise Destiny via custom-designed Red Bull® Energy Drink cans, inviting consumers across the United States and Canada to Become Legend, making this the first time a video-game, or any third party brand, has ever appeared on the iconic Red Bull can.
Access to the quest will be available on specially-marked cans of Red Bull and leverage themes of speed, tenacity and strategy inspired by the energy drink, through www.RedBullQuest.com. Each Red Bull can will also include bonus XP to help players prepare for this epic quest. Players can start using the bonus XP throughout the summer, with the in-game quest kicking off following the launch of The Taken King, the latest addition to the Destiny universe scheduled for release on September 15, 2015.
So, in short, from Sept. 18 to Dec. 31, the quest will be a Red Bull-exclusive. Once a player purchases a can, they’ll also receive an XP booster that will crank up their XP gains for a short time-frame.
From a marketing perspective, this makes sense. Many gamers like Red Bull, so an exclusive mission like this sounds like a solid idea.
The problem is, you have a game that initially promised a truly extensive, breathtaking and engaging fictional realm but didn’t quite follow through. Then, once the developers finally got around to fleshing out the world, the publisher announces that fans can only access this extra content by purchasing a terrible energy drink.
How can any player purchase a can and not feel a little taken advantage of?
Frankly, this whole exclusive deal serves as wonderful study in how to kill loyalty.