The company who makes video game Duke Nukem Forever has fired its PR agency after the agency tweeted that it wouldn't give future copies of the game to negative reviewers.
Video game publisher 2K Games gave Redner Group its walking papers when the PR company tweeted from its @TheRednerGroup Twitter account, “too many went too far with their reviews. We r reviewing who gets games next time and who doesn’t based on today’s venom.”
2K quickly responded via Twitter: “2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products. We maintain a mutually respectful relationship with the press and will continue to do so. We don’t condone @TheRednerGroup’s actions at all.”
So who was the guilty party at Redner? A low-level staffer currently cleaning out his desk? Nope.
Agency founder James Redner was the one who tweeted, and he later hit Twitter again to apologize: “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.”
Redner later spoke to Ad Age. "I used a public forum to voice my complaints and I know better," he explained. "I poured my soul into the project and when I read the review I felt like a father trying to protect his son. In hindsight, I should have approached the writer directly.”
Redner's tweet seems not only ill-advised, but unnecessary: Wired said of Duke Nukem Forever that while it's “hard to find a good review for the game…the game will sell well regardless — Duke Nukem Forever is the definition of a release that’s critic-proof." The tech magazine also sympathized with Redner: "But no one feels good when their game is beaten up so badly by the reviews.”