In Overwatch, this takes the form of weekly "gimmick" game modes. I think Riot (League of Legends) was the first company I saw really embrace and explain secon

In Overwatch, this takes the form of weekly "gimmick" game modes. I think Riot (League of Legends) was the first company I saw really embrace and explain secondary game modes by introducing limited-time-only featured game modes. On the one hand, they wanted to offer novelty to players, and also to their designers by letting them create wacky stuff and see how it played out, but on the other hand they did not want to dilute their primary game mode, nor did they want to allow the gimmicky secondary game modes to become worn out and trite. And so their solution grew out of their holiday event game modes into a deliberate full-time policy.