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As I mentioned earlier I have never played the game unitl about 3 weeks ago when I preordered 12 and downloaded the 11 demo. However, besides this board one of the things that really sold me was the OOTP 11 road to release series. You can still easily find them online. When I was reading these I really wanted to buy the game, but figured I would wait since it was only a short time before 12 came out. I was really looking forward to seeing this for 12 when I preordered. Having those road to releases online somewhere is like free advertising.
It seems like they wouldn't take that long to do and would probably pay for themselves 5 or 10 times like The Wolf aluded to. It's shame that they are not going to happen.
I think your PR should be a two pronged approach. Yes get the name out there, but people won't buy it just because they see it. If they see it they will google it. If they google it the first thing they will find are these boards and road to release letters. That's what will sell them on the game.
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