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Looks to be 10AM Pacific Time according to the store page, which would be 1PM EST if true. As to the midnight release thing... at one point, Steam charged extra to do them. Have no idea if they still charge the publisher a fee to release early, or what.
 
That's *no foul language - its in the forum rules* up because technically it's not early it's just on time. It doesn't bother me so much with this game as it isn't being released in box format also, I've had several games release where you think going digital you'd be first to play instead you're waiting another 12 hours :glare:

You are right though it looks like 1pm launch for EST.
 
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That's fucked up because technically it's not early it's just on time. It doesn't bother me so much with this game as it isn't being released in box format also, I've had several games release where you think going digital you'd be first to play instead you're waiting another 12 hours :glare:

You are right though it looks like 1pm launch for EST.

I think it has to do with Valve needing to have extra Steam staff there outside of working hours (probably paying them extra too) for a midnight release, in case anything goes wrong. It's not like they can just set it to launch at X time in the program and rely on everything to go smoothly.