Tag Archives: duke nukem forever

Heavy handed PR – Duke Nukem Forever

Duke Nukem Forever for PS3

This is a flavour of heavy-handed PR-ing that I normally attribute to former newsroom editors rather than long-time video games comms pros, but I guess when you’re PR-ing the ‘longest’ if not ‘most heavily anticipated’ video game of all time (“FOREVER is a reference to how long its been in development) the pressure might be on:

Ars Technica tells the full story of how a blacklist threat was issued for negative reviewers of the new Duke Nuke’m game.

"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," the company tweeted. "Bad scores are fine. Venom filled reviews…that’s completely different," another tweet read.

I guess this is one video game you have to be careful with, before, as Duke might put it, you "rip off its head and s**t down its neck." –> although in this case, the Duke turned on his own, with 2k Games firing the PR in question fairly swiftly.

My heart goes out to the guy, though, if his apologies (see the Ars Technica piece) were genuine. It can be heart-wrenching if a project you’ve put a lot of soul into gets universally panned. However; I’m a little dubious at how much the PR can have contributed… after all, the job of PR-ing one of the biggest names in gaming wouldn’t be as emotionally involved as, say, developing it in the first place….