2K Games, the publisher of the recently released (and forever in development) Duke Nukem Forever, has sacked off its US PR agency following comments threatening reviewers who had given the game bad write-ups.
Head of the Redner Group, Jim Redner, tweeted to the world: “Too many went too far with their reviews… we are reviewing who gets games next time and who doesn’t based on today’s venom.”
Rather forgetting the fact that reviewers don’t write reviews to ensure they get the latest code from PR people, but to deliver an honest opinion to the public on whether they’d buy a particular game or not.
Once news of this started to spread, the tweet was swiftly removed and Redner realised he’d dropped an almighty spherical object.
He then tweeted: “I need to state for the record that 2K had nothing to do with this. I will be calling each of you tomorrow to apologize.”
Followed by: “Again, I want everyone to know that I was acting on my own. 2K had nothing to do with this. I am so very sorry for what I said.”
All of which made little difference to 2K Games who have now rid themselves of ties to the PR agency.
Redner’s other video game clients might well be considering their positions too, although 2K Games was the firm’s major account by a long stroke (we’ve never heard of Sabarasa before, for example).
Quite how Redner thought he could post something like that and not be shot down in flames, we’re not sure. No doubt he’s learned his lesson, namely that in the Internet age, 140 unwise little characters can sink a company for good.
Despite the bad reviews, Duke Nukem Forever went straight to number one in the UK chart at any rate.