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It would be really weird to create an ARG to keep the hype going, and then have it completed well over a year before the actual game is released. That makes no sense at all from a marketing point of view. This ARG should be running, on and off, right up until the game's release if their PR department is remotely competent.
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True, but a remotely competent PR department would keep things simmering slowly, rather than have everything go in a rush and then slam straight into a full stop.