VGC Top Ten Dumb Videogame PR Moments

by Stephen Kelley, posted on 22 November 2009 / 85,670 Views

The old saying is that “there is no such thing as bad press”. While quite possibly true some of these situations do little more than make the parent company either foolish or idiotic. Here are what I believe to be quite possibly the dumbest public relations mishaps of recent memory in relations to the videogame industry. These are in no particular order.

 

 

Capcom’s Dead Body Parts

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For the release of Resident Evil 5 Capcom tried to emulate a trick used by the producers of the Batman Film: The Dark Knight. The Batman idea was to distribute joker cards all over a few cities to get folks excited about the movie; Capcom chose body parts instead. Imagine if you will a leisurely walk around Trafalgar Square (a.k.a. one of the bigger tourist spots in London) and you stumble upon a severed head, what bad could come of that? The idea was for the person to find the most severed limbs and other body parts was to win a trip to Africa to celebrate the game’s new locale. The publicity stunt went wrong for two reasons: many folks took the body parts and simply kept them for some bizarre reason, or even worse, mistook them for real ones and contacted the authorities. The second problem was that the parts were smeared in chicken livers and blood, making them a huge contamination risk due to salmonella and other food-borne diseases.

They got desperate due to pressure form a few groups to release a few statements like:

 

"The body parts are very realistic and we don't want people to be alarmed by them. They've all been taken from their original positions, but we now have no idea where they are.

"If you have them, please either return them, or dispose of them in a responsible and careful manner. In addition, chicken livers were used for added gore, and, uncooked, they can be dangerous."

 

To make matters worse the participants were told to stand around and nonchalantly wave the severed limbs around:

 

“Participants were instructed to: ‘Alert [Capcom] to your presence by standing on the bridge, holding the artificial body parts over your head and shouting “Kijuju!”. We will be there, watching you, and will approach when you make yourselves known.’”

 

….which caused a bit of panic.

 

 

 

All I Want For Christmas is a PSP

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After a successful viral campaign for Halo, a lot of other folks were crazy to not at least try it out. Imagine that a company exec doesn’t really know how to pull off a viral campaign, and you may end up with a travesty like the following:



The company responsible, Zipitoni, talked about their original intentions:

 

"we started clowning with sum not-so-subtle hints to j's parents that a psp would be teh perfect gift. we created this site to spread the luv to those like j who want a psp! consider us your own personal psp hype machine, here to help you wage a holiday assault on ur parents, girl, granny, boss - whoever - so they know what you really want."

This viral video was widely panned by just about everyone as being “out of touch”, “off base” and fairly transparent. The Guardian newspaper even rubbed it in with:

“Gamers across Web 2.0 are shaking angry fists at the latest alleged viral marketing campaign orchestrated by Sony. Piggybacking the YouTube bonanza, the company has hired "consumer activation" firm Zipatoni to create a false video-and-blogging approach to generate interest in their flagging PlayStation Portable handheld machine. The video/blog/ads featured people portending to be authentic PSP fans creating messages of love/want for the console, but were quickly uncovered by SomethingAwful.com's dedicated base as superficial facades shielding mouthpieces for the corporation.”

Too bad Sony was too busy being “funky fresh”:

 

"Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn't a real hip-hop maven and this site was actually developed by Sony. Guess we were trying to be just a little too clever. From this point forward, we will just stick to making cool products, and use this site to give you nothing but the facts on the PSP.
- Sony Computer Entertainment America"

 



 

Goat Feast for God of War

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In today’s rabidly political correct world the following PR stunt is probably the worst idea to ever have. A few years ago in the buildup to the European release of God of War II Sony had a great idea: “let’s throw a depraved God of War Party!”. Problem was that the word “excess” was not in the party planner’s vocabulary. UK newspapers had the lowdown:

 

“Sickening images of the party have appeared in the company's official PlayStation magazine – but after being contacted by The Mail on Sunday, Sony issued an apology for the gruesome stunt and promised to recall the entire print run.

Critics condemned the entertainment giant, which produces scores of Hollywood blockbusters each year, for its "blood lust" and said the grotesque "sacrifice" highlighted increasing concerns over the content of video games and the lengths to which the industry will go to exploit youngsters.”

 

During the party a freshly decapitated goat was hauled in and party-goers were treated to the still warm goat intestines as a feast.  The intestines, which were cooked, had been placed back into the goat, as if it was a huge party platter.  There was even a contest to see who could eat the most meat, and the grizzly remains of the animal were showcased as a centerpiece.   This would have gone unnoticed except the pictures were tossed into their very own OFFICIAL magazine. 

Add in a few topless dancers, booze, and other poor choices and you can see why many found this a tad too much.

 

 

Rule of Rose Gets Cancelled (In Europe)

Rule_of_Rose_300_223283m.jpg picture by spdk1


Ever wonder how to get your own game release cancelled? This is exactly what happened with the survival horror game “Rule of Rose” which was banned in Europe for having "obscene cruelty" and being "profoundly shocking." It seems that this all stems from a remark from the Mayor of Rome, Italy:


"Rule of Rose is a horror genre videogame, similar to a number of other videogames and movies on the market today, but does not in any way incite minors to commit violent acts and does not promote acts of violence towards minors... Following an in depth analysis by Pan European Game Information, the Interactive Software Federation of Europe and the Video Standards Council, the Rule of Rose videogame was judged to be suitable for European market distribution."

 

This remark made Sony suddenly drop all support with the title despite it not actually being that bad at all. Suddenly, papers began to run hatchet job pieces saying that the game contained adolescent rape and other vulgar acts not actually in the game. It seems that at first these comments were seen to be good for the game and were inciting shock value. 505 games even tried to fuel the fire by making a few rumors worse, until it got out of hand. Even the folks at the rating board were confused about the media hype:

 

"I have no idea where the suggestion of in-game sadomasochism has come from, nor children being buried underground. These are things that have been completely made up."

"There isn't any underage eroticism," added Hall. "And the most violent scene does indeed see one of the young girls scare Jennifer with a rat on a stick. But the rat's actually quite placid towards her and even licks her face."

 

Since nobody stood up the game and others distanced themselves from it, Rule of Rose never saw the light of day.

 

 

PS3 Launch

kutaragi.jpg picture by spdk1

 

Sony’s Playstation 3 hardware is finally getting a lot of support and sales that it deserves, but this wasn’t always the case, as the launch of the very system was a mixed bag. There were more than a few people that had it out for the system from the very beginning due to the hefty price tag and a few other small problems, like the original rumble-less controller. The launch carried great word of mouth, but a large amount of fans were starting to sour on the system due to the over the top arrogance of its owner company and a few of its execs. Take our old buddy Ken “Krazy Ken” Kutaragi and a few of his “gems” of quotes that really got the fans going:

 

"We want for consumers to think to themselves, 'I will work more hours to buy one.”

 

"I believe we made the most beautiful thing in the world. Nobody would criticize a renowned architect's blueprint that the position of a gate is wrong. It's the same as that."

 

"With the PS3, our intentions have been to create a machine with supercomputer calculation capabilities for home entertainment."

 

"[PS3] is not a game machine. We've never once called it a game machine. I'm not going to reveal [the PS3's] price today. I'm going to only say that it'll be expensive. I'm aware that with all these technologies, the PS3 can't be offered at a price that's targeted towards households.”

 

“It’s probably too cheap.”

 

“Cell will make possible a transformation in entertainment like that from novels to movies.”

 

As you can see a large amount of people were insulted by a few of these, not a good way to launch a system.

 

 

Sega Saturn Launch

surprise.gif picture by spdk1


Instead of doing what Sony did with its almost overexposure of a launch, Sega did the exact opposite with a “secret” launch for its Saturn system. It all started when Sega decided to release the Saturn just prior to the release of the new and untested Sony Playstation. In a genius move Sega announced that the Saturn would launch in the U.S. on "Saturnday", September 2, 1995. Many were excited for this release until a shocking move occurred. In May of 1995 Tom Kalinske, the president at that time announced that the “saturnday” event was a ruse and the system would arrive in may, almost four months early. The eagerness and joy soon turned sour as fans turned on Sega. There were many problems with the launch including a general lack of games, due to development cysles ending in time for “Saturnday” and not this new date.  Another problem was the fact that huge stores like Wal-Mart did not initially get the system for sale.

 

 

EA mass Felony With Brass Knux

brassknuckles.jpg picture by spdk1


Weapon trafficking is generally frowned upon my law enforcement, so a scenario where a company mails out a huge amount of illegal weaponry as a publicity stunt might be frowned upon right? EA was really gearing up for the release of Godfather II a around a year ago, so much so that it mailed out press kits containing a genuine set of brass knuckles. In California, where EA’s offices are based brass knuckles are illegal, so simply having them was bad, but imagine a situation where you start to rack up felonies for this offence, in fact simply having possession of one is a class 1 misdemeanor. According to Colorado state law:

 

“Manufactures or causes to be manufactured, imports into the state, keeps for sale, or offers or exposes for sale, or who gives , lends, or possesses any cane gun or wallet gun, any undetectable firearm, any firearm which is not immediately recognizable as a firearm, any camouflaging firearm container, any ammunition which contains or consists of any flechette dart, any bullet containing or carrying an explosive agent….(the following is a list of illegal wepaons)”

 

 

 

EA Free Gas Debacle

 

mercs-2-free-gas-promo.jpg picture by spdk1

In a similar situation, EA came up with a great idea to drum up interest for the game Mercenaries 2. In a few select cities such as Las Angeles and London, a troupe of people dressed as the game’s characters staged a takeover a random gas station to give out free gas. After the success of the event in L.A. all things on the other side of the Atlantic went well right? WRONG! The lucky few folks that got the free fuel were amazingly happy. BBC reported glowing testimonials for a few folks that went like this:

 

“Prince Davis, 37, who queued patiently for a quarter of an hour for free petrol, said: "This is a genius idea, whoever thought of this should be promoted.””

 

Although the majority of folks said things like this:

 

“Lynne Featherstone, MP for Hornsey and Wood Green, said: "Whilst a lucky few might have got free petrol, hundreds of residents have faced misery".

 

The Liberal Democrat said: "Trying to recreate Venezuelan-style fuel riots on the streets of London is completely irresponsible and downright dangerous.”

 

 

Acclaim Incites Reckless Driving

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We all hate burdens of the monetary kind in this rough financial world, so when someone steps in as a savior on the wallet, that’s generally a good idea. Problem is that for every action, there is an equal and opposite reaction. Acclaim decided that a campaign to pay off all speeding tickets of folks who contacted them would be a great community service. This was all an idea to publicize Burnout 2, and on the surface was a great public relations idea for the troubled company. Problem is that a few folks saw it as a “get out of jail free” card for reckless driving. There was a bit of media backlash due to the rumblings of the UK Department of Transport, but the promotion was generally seen in a good way.

 

 

RROD

 

Many have felt the frustration of the following image:

red-ring-of-death-rrod.jpg picture by spdk1

 

Shortly after the launch of the X-box 360 there began rumblings of failing systems, despite this consumers were told that the failure rates were as little as 3% and simply because of over-use, this was later revealed to actually be closer to 16.4% (one in six) after a rigorous testing was set up. One source who was left nameless during an interview even said that it was closer to 30%:

“It’s around 30%, and all will probably fail early. This quarter they are expecting 1 M failures, most of those Xenons. Some of those are repeat failures. Life expectancy is all over the map because the design has very little margin for most of the important parameters. That means it’s not a fault tolerant design. So a good unit may last a couple of years, while a bad unit can fail in hours. I have a launch unit and have not had a single problem with it. And it’s used a lot. But I don’t know anyone else with a 360 that hasn’t broken, except you now. There’s no way to tell when yours might die. But the cooler you can keep it, the longer it will probably last. So stand it up, keep it in free air, etc. :Note : Xenon was the code name for the first Xbox 360 mother board.”

After a while it became evident that the problems were more widespread and something had to be done. Amidst rumbling of lawsuits and boycotts Microsoft “bit the bullet” and extended all 360 units to a three year warranty. This problem has been a thorn in Microsoft’s paw for years, and is still used as a slanderous term in fan debate.

 

 


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34 Comments

deus837 (on 08 January 2010)

Is it just me or are over half of these PR flops UK-related? Crazy brits.


paulomunir (on 07 December 2009)

Rule of rose never saw the light of day... In Americas you mean. RoR was released in England, and it's an average-to-good game with a terrific story.


RiotGear80 (on 26 November 2009)

I like how the writer says, "and is still used as a slanderous term in fan debate." Slander, for those of you who don't know, is stating something that is UNTRUE to defame. I currently can not play my 360 because of those wonderful little red lights. And every last X360 friend of mine has experienced the red rings, most more than once. Guess I'll bug you guys on here about your misuse of terms until I get my system back.


Endz (on 25 November 2009)

Just saying Virtual boy is a bad system is not a PR problem, more of a Nintendo hardware problem. Doing weird dumb things like putting fake body parts all over the city, a goat party, free gas events, giving illegal weapons, saying you should work more to buy our console, etc. are PR problems. Also I think in the time Nintendo made those stupid comments people are talking about, those comments didn't spread so much so didn't hurt them really (maybe staying with carts instead of going with CD hurts them but that is not a PR problem). Words and events that are for the public are PR problems.


Spoon! (on 24 November 2009)

I agree with everything on this list except the GOW party. Come on, topless chicks and booze! Decapitated goat used as a serving platter! Really, if you're gonna have a launch party for GOW, I don't see any other way to do it.


Destroyer_of_knights (on 24 November 2009)

Funny how the Virtual boy is not even mentioned despite being the crappiest console ever made, I mean it stripped away colour in favour of red on black, the machine literally gave you a head ache if you played to long.... I guess it was the shit red/black graphics, and there's the fact that you either strapped that piece of shit to your face so you could see the screen or you had to place the Virtual boy on a table as you bent over and placed your face in the shit device, either way it's was uncomfortable piece of shit. The funny thing is that the Virtual boy wasn't not even mentioned, kinda suss despite it being a very good candidate for this article...kinda reveals that type of Nintendo bias that runs this site, kinda sad...but at the end day it'll be the bias that will bring this sites credibility down.


moondeep (on 23 November 2009)

This is the PR top 10, whereas many folks are talking about business decision blunders (like Nintendo sticking with cartridges for too long). (note: i still prefer cartridges)


Tridrakious (on 23 November 2009)

Interesting top ten.


almcchesney (on 23 November 2009)

i think it would be awesome to show up at that GOW party


thismeintiel (on 22 November 2009)

Pretty good list. Though I don't see why that third quote is on here for the PS3 launch. I mean isn't that what they did? Ever since its launch, the PS3 has been used by scientists as a cheaper alternative to super computers when it comes to mass calculations. Still Sony showed some balls/lack of common sense when it comes to that sacrifice GOW party. Don't know how they thought they could escape the grasp of PETA on that one.


NightDragon83 (on 22 November 2009)

I think Nintendo's biggest PR blunder of all time was choosing to stick with cartridges during the N64 era when Sony and Sega fully went to the CD-ROM format... because it was at that point that a good deal of long time 3rd party supporters of Nintendo jumped ship, most notably Square-Enix, and it still continues to affect their relationship today with some 3rd parties.


Strategyking92 (on 22 November 2009)

NO DANTE INFERNO????? oh, also add the "people don't care about online play" from that nintendo guy.


alfredofroylan (on 22 November 2009)

I'll put Wii Music on this list.


oldschoolfool (on 22 November 2009)

good list


Smeags (on 22 November 2009)

Nintendo's stance on the memory issue and that only "geeks and otakus" needed it was pretty good too. :-D Anyways, nice list!


spdk1 (on 22 November 2009)

ah, that's another good one wenlan


wenlan (on 22 November 2009)

at least try to be balanced.... your list only makes people think VGChartz is a Nintendo fanboy site.... remember we were told in 2008 at E3, "keep playing Brawl, keeping playing Mario Kart...."? to me, that was dumb


indodude (on 22 November 2009)

Nice list!


dsister44 (on 22 November 2009)

lol Sony is on the list like three times, xD And the rest are basically EA


Kai Master (on 22 November 2009)

"true human nature" versus "politically correct/hypocrisy"...


Simulacrum (on 22 November 2009)

Awesome list. I think Manhunt 2 and some Gta launches should be there.


KylieDog (on 22 November 2009)

Rule of Rose still released in various Europe regions, in English, though not released in the UK.


inu_1607 (on 22 November 2009)

http://news.vgchartz.com/news.php?id=3850


darthdevidem01 (on 22 November 2009)

how did you guys forget the comments from the N64 era nintendo, seriously?


elticker (on 22 November 2009)

the ps3 launch comments are hilarious


outlawauron (on 22 November 2009)

Dante's Inferno will have it's own place on these lists soon.


nen-suer (on 22 November 2009)

@spdk1 this one is.....well dumb http://kotaku.com/5154773/stupid-pr-stunt-wants-you-to-name-real-kids-after-rubbish-game


spdk1 (on 22 November 2009)

it was released in the US and Japan, but was canned in Europe AFAIK, I'll add that to the title for clarification.


PullusPardus (on 22 November 2009)

"Since nobody stood up the game and others distanced themselves from it, Rule of Rose never saw the light of day." but the game was released? , i remember seeing it at stores, and there is already videos of it on youtube. http://www.youtube.com/watch?v=3lIdZ698KkI and about nintendo PR , they made quite some stupid ones with their censorship and banning. but i forgot which games.


spdk1 (on 22 November 2009)

the only real bad Nintendo PR I could think of was when they refused to work with greenpeace and were labled as eco terrorists by them basically, but that wasn't really their fault. If anyone can think of one, I can always do a part 2 :D


PullusPardus (on 22 November 2009)

what about the Dante's inferno ones? they're all bad, the "lust" and the anti-christ ones.


NightDragon83 (on 22 November 2009)

Haha great Top 10... I knew the Saturn and PS3 launches would be on there before I even clicked the link to the article. And an interesting note: of all the major console manufacturers, Nintendo was the only company to escape this Top 10 unscathed! Although, you could have added the dubious Virtual Boy to the list, but it wasn't really that big of a PR blow for Nintendo since there wasn't much hype for the system to begin with.


nen-suer (on 22 November 2009)

What happened to Role of Rose was a real shame :( Grea list, some of theme made me lol hard :-D Looking FWD for ur next piece


badgenome (on 22 November 2009)

I'd add pretty much every viral marketing attempt for Dante's Inferno. We Pray was pretty funny, I admit, but the whole campaign has been obnoxious as fuck.