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EA Comes Under Fire for Shady PR Stunts
EA has come under heavy fire lately for some deliberately shady PR techniques. You can't argue with the result, however, that has pretty much everyone (including us) talking about it. The question is: will extensive discussion, and the resulting widespread anger that seems to accompany it, actually help their game sales? Stunts have ranged from their "win a date with a booth babe" contest to paying game site editors a faux "bribe" to fit with their sin motif. "Outraged Christian bloggers, complaining female and LGBT gamers, editors being sent checks made out directly to them — all of this makes for delicious copy, and much of the gnashing of teeth seems to be centered on the fact that the gaming press continues to fall for the contrived controversy to give the company exactly what it wants: coverage. The campaign has been childish, daring, and borderline tasteless. Writing checks directly to game writers is cheaper than advertising on a site, with a much better result."
all of this makes for delicious copy, and much of the gnashing of teeth seems to be centered on the fact that the gaming press continues to fall for the contrived controversy to give the company exactly what it wants: coverage.
Submitter and the editor didn't actually see the ironic thing here?
For that matter I didn't actually had heard or read about this game, but thanks to slashdot now reporting about this, I think I will just google it. Just to know what it is about. Maybe I even buy it - after all everyone is talking about it. Good work Slashdot!
So what kind of game it is? Does it look good? What features are there? Is it fun? Is there multiplayer, and how is it? Is it fun to play with friends?
In the latest chapter of this fun tale, EA has finally decided to simply send editors of prominent gaming sites checks for $200. The point? If the checks are cashed, the gaming press is greedy. If they're not, the gaming press is wasteful. "By cashing this check you succumb to avarice by harding filthy lucre, but by not cashing it, you waste it, and thereby surrender to prodigality. Make your choice and suffer the consequence for your sin," the included note stated. "And scoff not, for consequences are imminent." The sin theme remains, if nothing else, on-topic.
This has to be one of the first times money has been sent directly to reviewers and editors with the hope that the story is broken publicly, and that's what makes the stunt so devious; of course it's going to be written about. Joystiq cashed the check and donated the money to charity, Kotaku posted video of their check burning. Without having a list of sites that received the faux bribe, it's impossible to tell if anyone actually cashed the check and kept the money.
Cheapy D, who runs the popular deals site CheapAssGamer, weighed in on the check. "Kotaku charges an $8 CPM (cost per 1,000 banner impressions) for their standard advertising banners. Their news post about this PR stunt will likely surpass 40,000 views," he explained. "To err on the safe side, let's say the total cost of the check and fancy box is $300. Since [the post's author] burned the check, EA basically spent the equivalent of a $2.50 CPM for a front page news post on Kotaku. That is an incredible value. Nice job, EA Marketing!"
This sounds like a fun stunt. And now it continues on slashdot too. Someone is going to get a nice christmas bonus!
"Outraged Christian bloggers"?
Boy, remind me not to get on their bad side! They may pray me to death with their eerie powers...
Trolling is a art,
It got posted to the front page of slashdot, to be discussed endlessly. Total direct cost to EA to do this - $0, assuming ScuttleMonkey wasn't a recipient of one of the $200 checks.
I wonder if there might be a better place for creative, unconventional thinking, for risk taking, and for the willingness to not water down an idea because it might offend someone. Oh, at EA? Nevermind!
Why, its horrible that they are sending out money, and hot babes, and... wait, where can I sign up?
It sounds to me like EA has some madly-ambitious marketing executive who gets paid based on the number of sales, so he has authorized any wacky stunt imaginable to drive sales to their target audience (young men).
If additional sales could boost your yearly bonus check by $1,000,000.00, would you give a shit if you "offend" someone? No. Money talks, and it does so a lot louder than angry bloggers.
A slashdotter who didn't build his own computer is like a Jedi who didn't build his own lightsaber.
Not in general. On the radio, it's illegal unless the payment is disclosed, but that regulation's under the FCC's power to regulate radio. For general websites, newspapers, books, etc., there's no anti-payola legislation.
10 PRINT CHR$(205.5+RND(1)); : GOTO 10
They staged something at E3? It's cute and a good technique. Considering you get the odd Cosplay at E3, why the hell not...
They paid writers to write about it? Isn't that like... their job? If someone pays you money to write something, you write something! I only consider Bribery truly immoral if its to commit an immoral act. To write? Writing isn't immoral under any circumstances, you can write as much as you bloody want and it won't hurt anyone physically, and if its hurts them in any other regard its their own fault.
Seriously, I'm not a fan of EA or anything, but people are making it to be a contraversy because they WANT it to be a contraversy. I mean, God forbid SOME marketing executive realized that when something goes Viral its free advertising...
this is outrageous. Please, don't fall victim to this EA marketing ploy. It is unethical and EA should be shunned for this.
Please, as a show of unity against this marketing scheme, please send me all of the $200 checks. Once I have received a substantial amount of them I will take these checks and show EA where to shove them. It's the only way we can get our point across.
If you didn't get a check and would like to make a donation to the cause, please feel free to send that to me as well.
GAMERS UNITE!
"I don't have to think. I only have to do it. The results are always perfect, but that's old news." - Meat Puppets
They are marketing a game called Dante's Inferno and they are having fun with the deadly sins. This is just good marketing, plain and simple. People objecting need to get their funny bone tweaked.
First, I don't believe it is against the law. (Bribes in goods/monetary exchanges/contracts are, I just think that reviews fall into the grey area.) Second, the "bribe" made no request or attempt at being designed to influence the reviews. Its a publicity stunt, not really a bribe because they didn't ask for anything in return.
While I'm not sure if it was intentional or not, this stunt projected a view of your target demographic as lustful heterosexual males, when in reality a larger and larger portion of the gaming population are women and LGBT people.
I'm pretty sure a lesbian would be happy with that reward too. I guess they could have had two male models on hand for a gay guy/female winner, but to portray it as anti-homosexual is pretty unfair.
Not totally related but - why would you even make a 'gay gamer' site - do tastes in games really vary that much with sexual orientation? Seems like his whole job is built around being controversial and 'different'.
In theory, the best response of the media and industry should be the timeless wisdom of the net: "Don't feed the trolls". Ignore the faux protestors. Throw away the checks. Disregard the stupid "contest".
Alas, however, the mere fact that we have to keep repeating "Don't feed the trolls" is proof that EA will come out on the winning side of this, because the majority of fools in their target demographic either (A) enjoy being trolled, or (B) don't recognize a troll when they see it.
The only proper response is to allow their trolling to fall, and fail, unnoticed. Their game doesn't work unless others play along.
Welcome to the Panopticon. Used to be a prison, now it's your home.
You do realize the bloggers are upset because EA FAKED the protested of their own game and blamed it on christian groups. Most of the 'christian bloggers' probably didn't care about the game or even know it existed until they were slamed for a protest they had nothing to do with. For once I think they actually have something to gripe about, after all the fake protests lead to people thinking exactly what you just posted, when in reality the bloggers were not the ones protesting.
I don't know about you guys, but I don't even notice advertising. I'm a bit interested in this story because of the marketing techniques they're using - I'm not interested at all in their games, btw. With there being so much noise and promotions out there, to get your message across these days you have to resort to things like this.
It's NOT me! It's the meds! I'm on 1000mg of Fukitol.
If they really do protest games like that, why did EA have to stage one?
This is a self-inflicted malaise as far as the independent studios are concerned. There is absolutely no requirement to use "modern graphics" (whatever that means, I assume you are talking about ridiculously detailed models with megazillions of polygons). That is because there is absolutely no direct relationship between game play and the graphics quality. Some of the most popular games have graphics reminiscent of the 1990s or even 1980s, while some of the greatest bombs sport fancy 3D engines with programmable shaders, deformable environments and what not.
In fact this whole obsession with graphics to the exclusion of everything else seems to me very much like a hardware vendor instigated mass psychosis, helped along by the likes of EA and others who wish to achieve a strangle-hold on the gaming industry by setting up massive, artificial, budgetary "barriers to entry" for competitors. Which also happens to be a pre-requisite to cartel-forming, creation of oligopolies and finally monopolies.
Perhaps considering that EA's stunt caused you to come here and bash Christians their displeasure with EA's stunt is not as baseless and hypocritical as you suggest?
Hypocritical would be EA protesting about something violent (a war perhaps?) that the Christians (hypothetically) agree with and the Christians getting up in arms. I could not, for example,get a bunch of white southern guys, all put black-paint on my face, make a bunch of NAACP banners, and go protest the fictional arrest of some African American while acting acting as offensively stereotypical as possible and then claim African Americans are being "hypocritical" when they get outraged at my stunt.
I wonder if anyone has actually done the research to find out if the old adage 'any publicity is good publicity'.
Marketing seems full of these 'of course it is true!' rules that they never bother to find out if they are actually, well, true. And some of the biggies are not.. for instance, throwing sex into an existing series usually results in a drop of sales/viewers, not a gain.
Then again, they would probably keep doing it anyway. The above example also applies here since even though at this point the numbers are out there and known, many marketers and execs STILL think that sexing something up will lead to larger profits.
I really do not think advertisers actually think through the effects they have.. only how to convince the people above them that they had an effect. Since no one bothers checking, it really just comes down to force of personality and ability to sell yourself to people like you, i.e. your bosses/clients.
EA is doing this since... well, I think they are pretty much defined by those methods.
I know that at least five years ago, the German Game magazine Gamestar was the only one not to have a story on some EA game, because they refused to rate it above 90% in order to get access to “exclusive” images etc. I think they even wrote about how EA offered them a pre-written “test” to print practically verbatim.
But this is not the only area where they are shady. If you remember the lawsuit, where the wives of EA programmers (or should I say “code monkeys”) sued EA, because their men never came home. Apparently, the internal rule was, to work until at least 8 PM, and never have free weekends or ask for holidays. If you would go home on the weekend, your boss would tell you, not to ever come back.
I also remember that everybody from Bullfrog (don’t dare to not remember them! ^^) quit the company, to found a new one, as soon as they were bought by EA. That company was again bought by EA. And that time, still 60% of the employees did quit on the spot.
Then their whole process of making games — from my perspective as a game designer — is just disgusting. It’s just like those Hollywood plastic fantastic default movies with ten writers. To them it’s just a production process. No heart, no soul, no free creativity. You just create a mass-product. Never a piece of art, how it should be. They are an insult to the whole business, dragging the reputation of us all down with them.
Now you’ve got an image of what kind of company EA is. Microsoft’s ethics are a freakin’ joke, compared to EA’s.
I wish I would be exaggerating.
Any sufficiently advanced intelligence is indistinguishable from stupidity.
The Christians are just pissed that their "moral" outrage seems to so consistently coincide with extremely popular titles.
So much so, in fact that marketing firms are now going so far as to stage 'faux Christian outrage' in the hopes that the outrage itself is the thing that contributes to the hits. This of course must be very annoying for the Christians who were hoping that the world was actually listening to what they were saying. It turns out that marketing departments haven't really been listening to the Christians at all, but instead -- happily noting the simultaneous occurance of increased revenues with the angry mobs of yammering Christians.
Which is as it should be of course. Trying to ram one's morality down the throats of others is generally regarded as poor form.
------ The best brain training is now totally free : )
The mind boggles. Do you seriously believe that because some Christians are vocal all Christians agree with them? Or that because some black people behave like stereotypes that it's fair to say that all black people are like that?
And yet there IS a correlation between graphics quality and the number of people willing to shell out $50 for the game.
For a disconcertingly large number of gamers, graphics quality is an indicator of game quality when making purchasing decisions -- especially for people who buy games for other people to play (parents buying for their kids, for example).
It's been true since day 1, graphics have always sold games. I believe we're at the point where the relative increase in graphics quality now is outweighed by gameplay factors, but that's just me and some others... and I don't spend more than $20/yr on games. So why would the studios care about me?
"Trolls they were, but filled with the evil will of their master: a fell race..." -- J.R.R. Tolkien on Olog-hai
So charge less?
I am buying the new monkey island this weekend.
That is not modern graphics, neither are the penny-arcade games.
Quite frankly $50 is too much for any game no matter the graphics. For those I wait a month till it is $40.
UFO:AI is one of the best games I have played in years and is free.
The real question is why are all these people getting bent out of shape over the 'commit acts of lust' contest?
Yeah, you are gay, bi, or just some sort of feminist who is offended by anything with a penis. Whatever. The contest is just asking for you to take a picture of yourself with a booth babe. That's it. Take a freaking picture.
Now, last time I checked, a lot of people take pictures of booth babes. in general, its a pretty acceptable practice (except in England, where cameras are only used by terrorists...) that has been going on for years. Now, you can complain that there isn't equal representation of 'booth beefcakes' (or whatever else you might want), but that really has nothing to do with EA's contest, does it? You might be a transgendered feminist lesbian hemaphrodite, all you have to do is stand next to a booth babe and have your picture taken. IS THAT REALLY SO AWFUL?
Pretty much anyone complaining about this PR campaign are idiots in my book.
HA! I just wasted some of your bandwidth with a frivolous sig!
The plural of anecdote is not data. Just because you are not willing to pay lots of money for a game with high end graphics doesn't mean that the majority of consumers share the same tastes as you.