So we are here to talk about why are there more leaks at Nintendo than ever before?

It seems like the leaks just keep coming and they have not been able to really stop them.

And we are maybe the rumor mill is spinning on the week of potentially the Nintendo Direct that's leaked

weeks ago weeks ago this big huge moment that was supposed to be this anchor right

of you know late summer into fall all these surprises all, a lot of it, we still don't know.

But, I mean, people have been talking about this for, it seems like, two weeks now.

Right, right.

And one of the companies, you know, big things is surprising and delighting fans.

But more and more, it just seems like the big surprises get leaked, which is so interesting.

Yeah, and, you know, Nintendo is very focused on surprising and delighting fans, as you say, and they want to keep a lot of their announcements a surprise for that reason.

But the other reason that's really important to them that we just got drilled into us when we were working there is this idea of expectation management.

And the earlier things leak, like a potential Nintendo Direct, the more people start to

churn on the potential announcements that might be coming out of it, starts to inflate the

expectations. Oh, here comes Animal Crossing.

Here comes the next Smash Brothers.

We've seen already a million theories about what could be in this thing that Nintendo is not even confirmed yet.

And ultimately how that ends up being kind of negative for Nintendo is when they finally do make the announcement and none of these things are in it, people are

ultimately disappointed.

What do you mean?

I talked myself into this.

It's not real?

The summoning circle. Now I'm not at you. I did it. And you didn't announce the next Animal Crossing. I'm so mad. How dare you? So, yeah. So it's been very difficult for them to control these leaks. it's becoming almost like more common to have a leak than to not have a leak at this point.

...