Add a new killer without a full update.
Had the thought. Release a killer without any notice. Wanna see the game pop? Start a new killer that no one knows. Only devs play as or certain people that won't ruin it. Starts gossip about a new killer type in game. Makes the game scary for veteran players. Imagine how scary that would be. A match with a complete new and unknown enemy.
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The devs don't play killer, at least not at a level where they would "scare" veteran players lol.