Once the creators of Destiny had invited its most loyal fans in for a sneak peek by way of the Easter egg, they then began to make more overt references to the game in other places.

On August 11th, 2011, Bungie released an anniversary documentary called, O Brave New World. Inside of the documentary appeared many Destiny-related hints that you would have only spotted if you were following along closely and paying attention. Hints such as early environment renders, an environment editor named "Grognok" and a shot of actors performing a scene with motion capture equipment.

In that same documentary, Bungie co-founder, Jason Jones, discussed the game's development using only its original code name Project Tiger. This fueled more media coverage, by many of the popular video game blogs, as people tried to uncover the unknown details about what the production company was creating.

Keeping the details under wraps proved harder and harder to do as time passed. In May of 2012, a contract between Bungie and Activision was published by the Los Angeles Times6, which illustrated the developer's plan to create four Destiny games.

On November 27, 2012, gaming website IGN released leaked story details and concept art to the public, which elicited over 1,200 comments. In response to this, Bungie released a tongue-in-cheek blog post that encouraged the media, and fans, to take a peek .

With this leaked information, anticipation began to build for the game and the reach began to broaden beyond the hard core gamers and moved into the next level of Bungie's customer base-the casual gamer.

To explain why this is incredibly important, let's take a look at the adoption lifecycle