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A rising emotional tide lifts all commercial barks. By advocating fiercely for their chosen brand, fans are helping out their rival as well. Both wrestlers "win" if the narrative advances their brands. The battle is scripted and predetermined - it is a mechanism for promoting the brand, just as the stream of advertisements, interviews and interruptions to other wrestlers' matches have been in the run-up. Of course, the relationship between any sort of pure martial ability and the result of this high-stakes match is tangential at best. Arguments rage fiercely in the run-up to main events, in the media and across fan communities, as to whether John Cena is a better "all-round" wrestler than CM Punk - or whoever else is getting a marketing push at the time. Heat describes the artificially-generated passion felt by fans towards a particular champion or a particular rivalry.
#CALL OF DUTY GHOST FIGURE PROFESSIONAL#
"Heat" is a very intentional usage - it is a concept as old as competitive sports, but one which really came into its own in the world of professional wrestling. So, wonderfully, traducing Microsoft across the Internet helps Sony, and vice versa. That translates into front-loaded sales figures at the start of the sales campaign, which provides momentum for marketeers to use in their media planning and buying in the run-up to Christmas/Festivus/Holiday/Winterval. The angrier a fan is about perceived slights to their favored brand, the more likely they are to pony up the cash for a new console as a pre-order. Meanwhile, Sony and Microsoft also benefit from the heat. But this keeps the title bobbing to the top of the gamer's mind. Of course, the vast majority of the audience for Call of Duty: Ghosts are simply going to buy it on whatever console they currently own, or whichever console they decide to buy later for a complex of reasons unrelated to the fierce arguments going on at present. Activision benefits from the heat, because it inspires partisan supporters of either console platform to get agreeably frothy about the benefits of a game they have in many cases not played on a piece of hardware they have in the overwhelming majority of cases not seen.