The best business strategy would be to offer Ximerin bonus after the launch, not before.
Maximal player base, most hype, frenzy. Offering before is not going to do NGD bottom line any favours. Remember the main aim is to maximise profit. The people who would buy before would wait and possibly buy more than they initially wanted to depending on what the expansion contains. If the player is desperate for Ximerin now they can buy retail.
Waiting a week won't hurt.
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