Activision did it with The Dark Below the first expansion for Destiny in 2013. They registered the name under Blizzard and everyone thought it was an expansion for Diablo III. On April 28th Bungie registered the name “Taken King” with Jim Charne, Bungie’s attorney as the listed name.
The logo appears to be associated with Destiny’s Hive enemy faction. Early speculation is that The Taken King is the name of a feature-rich expansion featuring something called “Comet: The Plaque of Darkness” offering new sub-classes, weapon types, PvP maps, story missions, and locations.
They fooled us once with a disappointing first expansion, The Dark Below, and now the second expansion House of Wolves is being released May 19th. Could Taken King be the third expansion? We can only wait patiently for the news to unfold and see if this is in fact for Destiny or some other game Bungie is releasing.
Either way it is an interesting marketing strategy to release a name under someone else to hold off speculation, but to do it twice for the same game seems strange.