Recently a very popular game held an event (an actual event, not just a few skins and a new map for a game mode which most players aren’t interested in). I don’t play the game in question, but what I saw was fantastic. All the players involved seemed to be having massive amounts of fun. Unlike the unfortunate Overwatch players who are having all the fun drained out of the game by a developer who only cares about E sports. Games should be fun, and this game delivered it in spades.
You could learn a lot from this company, Blizzard.