tl;dr: Banjo Kazooie/Doom Slayer/Ryu Hayabusa/Artorias "leaked" via Google Ad manipulation in certain regions
So this is a fun batshit crazy conspiracy theory, involving Google ads and searching.
When some people in Europe Google search certain character names followed by the words "Smash Bros Ultimate" they get an AD for the Fighter Pass/DLC (not the smash website, the DLC itself). So far we've gotten Joker/Banjo Kazooie/Doom Slayer/Ryu Hayabusa/Artorias to cause this ad to pop up. NO other characters anyone has tried have caused the ad to pop up.
Others have been able to replicate it by signing out, clearing cookies, turning off "Signed-out Search Activity" and making sure Google thought their region were in certain countries.
Nintendo, in order for that ad to pop up specifically for those characters, would've had to make them keywords when searching that on a search engine... what's even more weird? This only works under specific regions and areas which further leads me to believe those keywords probably aren't supposed to tie in their information to the smash ad JUST YET. We have proof their names work and link to the ads via screenshots. While this isn't definitive "Oh yeah they are forsure in" his definitely raises a few questions as to "Why do their results recommend me to check the Smash DLC Fighter Pass page?"
I tried to do it myself but couldn't get it to work on my work computer, and didn't want to disable adblockers at home to try. I think I have to use a VPN also.