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American McGee Says EA "Wanted To Trick Gamers" With Alice Marketing

American McGee, the creative director of the Alice video game series and the upcoming Kickstarter project Akaneiro: Demon Hunters, wasn't fond of Electronic Arts' marketing focus for Alice: Madness Returns. In his most recent Ask Me Anything Q&A on Reddit, he said that EA was trying to mislead gamers into thinking Alice: Madness Returns was a hardcore horror game.

McGee says Shy the Sun, the creators behind Alice: Madness Returns' trailers, were "fantastic in terms of creativity," but followed EA's instruction more than Spicy Horse's.

"What is frustrating was how EA marketing interfered – telling STS from the start that ALL creative direction and final say would come from them, not from us (the developer/creator of the story/tone)," McGee says. "That resulted in trailers that were much darker and gorier than the game ... and that was a calculated disconnect created by EA. They wanted to "trick" gamers into believing A:MR was a hard-core horror title, even though we refused to develop it in that tone. Their thinking is, even if the game isn't a hard-core horror title, you can market it as one and trick those customers into buying it (while driving away more casual customers, like female gamers, who might be turned off by really dark trailers). It's all a part of the race to the bottom EA, Activision and the other big pubs are engaged in. Expect to see it get worse before it gets better."

McGee isn't all doom and gloom in his answers. Most of the questions he fields provide great insight into the video game creation process.

[via Joystiq]

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Comments
  • I actually found this game to be quite enjoyable. Liked the atmosphere of it.
  • Another "He said, She said" statement I suppose? It isn't exactly relevant now. Although I know people will disagree with me on that. To be honest, I don't hate EA at all. Sure, they have some terrible opinions, but I don't really care what EA thinks.
  • "more casual customers, like female gamers"

    lol
  • Though flawed, I enjoyed this game a lot too. Never in viewing trailers and what-not for the game did I once think it was going to be a horror type game. Maybe that's just me, but I pretty much knew what the game was going to be going in.
  • So who wants to try and defend ea now?
  • A big company with a misleading marketing campaing? What has this world come to...
  • someone is getting fired...

    just to add i really though this was a horror title also... well i bought it when it was like $19 and i was less motivated so no prob i guess. pretty good game still
  • First off, he's probably right. Secondly, it doesn't matter - marketers have done this FOR AGES. For movies, games, albums, books... all that jazz. Thirdly, it ain't EA's fault Alice Returns was a bad game. I mean, remember how many ads for PSX games used pre-rendered CGI footage to make gamers think their games had mind-blowing visuals? Final Fantasy 7 succeeded purely because of trickery. Good thing the game was good enough so that people didn't get pissed. The job of marketing is to get the product into people's hands. If they have to make it look like something it's not, so be it. Hopefully, the game is strong enough to grab them after they decide to give it a chance. Of course, big publishers would be smart to adapt a tactic movie studios have been using for ages; several different ads, each one targeting a different demographic. Look at Twilight: Breaking Dawn Part II. There were ads focusing on the romance, to get the ladies, and ads featuring vampires fighting the cr*p out of werewolves in large scale battles, to attract the dudes. Game advertising is amateurish and one-note by comparison. There's no concept of "counter programming" there. It's weird. Seriously though, Alice Returns was a disappointment. It was very, very monotonous. So few enemy types... the combat just devolved into "The Force Unleashed" levels of repetition. They ran out of game mechanics to introduce pretty early. And the levels were such a step backwards from the first game, from the 90's. Uber-linear, invisible walls everywhere, no challenge thanks to her unbelievably floaty quintuple jump. There was not a lot going on in that game that was interesting or fun... it just looked neat. So don't go blaming EA for any of that game's fault. People didn't hate it because they felt like they were "tricked", and expected a horror game. They hated it because it was bad.
  • I almost fell for the bait and switch because I loved those trailers, Dead Island is guilty of the same thing to an extent. EA will take the heat but honestly a LOT of games do this kind of marketing.

    The guy waited because he didn't want to ruin sales on his own game, there is also the fact that he'd be in pretty hot water if he bashed EA during the games development AS HE WAS WORKING FOR THEM. I'm pretty sure he valued his job.
  • was enjoyable at start of game due to beautiful world but after few levels game was terrble
  • just like how EA told doublefine not to say anything about RTS with brutal legend.
  • Is it sad that I'm not surprised? Even if it's not true, I've lost faith with EA since the Dragon Age II fiasco and the de-evolution of Mass Effect.
  • I guess I was one of the few people who actually really loved this game. I actually found myself loving the environments and designs throughout the whole game. Particularly the underwater segments where Alice's hair would flow around beautifully. The actual gameplay was nothing spectacular, but I still found myself enjoying the game quite a bit. I also enjoy going around collecting items and such, as well as beating the crap out of enemies. I acknowledge this game had flaws and such, but I really don't think it deserves some of the bashing it gets. The removal of boss battles was disappointing though. Anyways, about EA's marketing trying to trick consumers and such...well, I can see why McGee would say that. Some of the trailers gave off a much stronger horror vibe than the game had, but I never really thought of it as a horror game. The closest vibe I got to that was that the game would be somewhat disturbing.
  • I get it, McGee, you didn't like to work with EA, you blame them for some things but Madness Returns wasn't a good game and that's it.
  • I wish I had a catchy name like American McGee. Hamburger Jackson. Beer Dillinger. Rocket Thompson. Kiki Wolfkill.
  • I'm assuming McGee didn't want to sour his relationship with EA at the moment. Just wanted to use as much as their funding as he can, and then sour on that relationship after the game was done.
  • I have to admit, I was one of the females scared off by the horror aspect of the trailers. I hate horror games. At first I was interested in AMR, but after watching the trailers I decided not to get it. So, uh, good work EA. You lost a customer.
  • Aww man i really want to play this game. The atmosphere is different than the mainstream stuff of today

  • Umm...okay.

  • ...GI, you know he actually -did- fight EA during the game development? Not too many months ago, it was revealed he made a phallic enemy because EA was demanding more sex and violence in the game, just to piss them off. He was very clear about his creative vision. I'd like to see you stand up to a publisher as a developer with an iffy track record, with them holding the purse strings to your funding.
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