While some people might considering it silly to devote a "ritual" to a game, for me expansion releases and Blizzcons are very special days. The world that I have spent more than half of my life in is expanding with yet another wave of new places to explore, new armors and mounts to collect, new stories to experience. And there are always a shit ton of people jumping in together, making the entire experience a mass of bugs, disconnects but also most importantly passion. There is a special atmosphere on these days. The amount of passion that all these people emit is crazy and it gets me high in a way. I love it.
And that is why I usually dedicate 2 all-nighters. There is also something special about playing during the night when everyone else is sleeping IRL (EU). I prepare my favourite foods, I tell my parents/GF/etc that I will be fully immersed and unavailable during the period.
I have such clear memories from the Legion and BFA launches. For Legion I had prepared TONS of tsunamayo hosomaki sushi and ginger lime mint honey tea. Every single time I make that tea the memories from Legion launch overflow and it gets me super nostsalgic. My first zone was Val'sharah. For BFA I was at a big 20 people sleepover in Japan at a friend's place, but I was a guild leader and didn't want to miss going into the new expac with my guildies too. So I would play during the night and mornings with my guildies and hang out with my Japanese buddies IRL during the afternoon and evenings.
Probably not doing any more all-nighters, but I certainly will try to fully immerse myself into Shadowlands launch as well, with good company and good food