I don't play fortnite, but I think it is awesome how they encoded the dance move into the audio, and I am very surprise that someone actually decided to analyse the sound with spectrum analyser to find out!
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Gamers will walk the lengths of the earth to find easter eggs. The amount of work that went into the Battlefield 4 megalodon was legendary.
I think it's a great strategy. The game generate new publicity from the buildup and anticipation, and the gamers get new exciting content! It's a win-win situation. But I guess it takes passionate game devs to pull off something like that.