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Publishers can do several things:
- have daily or regular updates on their website (e.g. Super Smash Bros. Brawl had a website called the Dojo which revealed new moves for the game.)
- Viral marketing
- Cryptic messages or series of images on the developer's website. Blizzard tends to do this before a new game's announcement.
- a short teaser trailer just to let gamers know the game is in development. Sometimes no further media footage is shown for more than a year (Final Fantasy XIII).