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Not really something "new" per say. It had more entrants at WB as well and peaks the streams of NLBC in terms of viewers etc. The game is more popular overall, but it's early days right now and might just be new game hype. Check again in 6 months or a year if it still is leading the FGC in terms of numbers.
Well, ArcSys is the most scummy developer of fighting games so...
At this point, there's only a handful of publishers in the industry that aren't scumbags, and Bamco isn't one of them. And since I play DLC: The Fighting Game, I'm not even going to pretend to throw stones.