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Duke Nukem Publisher Fires PR Agency

Group under fire for threatening game reviewers

Jun 16 2011, 1:46pm CDT | by

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Duke Nukem Publisher Fires PR Agency
 
 

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Duke Nukem Publisher Fires PR Agency

The PR agency Redner Group may be in need of some public relations help itself. After making an embarrassingly crass remark on its official Twitter account, Redner has been fired by video game publisher Take 2.

The controversy happened when Redner took note of a handful of scathing reviews for the seemingly infinitely delayed game Duke Nukem Forever, which finally came out earlier this month.

Redner, which handled the vast majority of requests from gaming magazines and websites that wanted review copies of the title, is also tasked with creating as much buzz - preferably positive buzz - as possible.

But with a game like Duke Nukem Forever, which fans have been waiting for since 1998, there was bound to be some visceral reactions. And apparently that was too much for the little PR group.

In its official Twitter account, the agency posted, "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."

That erupted into a huge controversy, with many gamers and advocates highly concerned that someone's eligibility to receive video game review copies would be dependent on whether or not they said negative things about a previous video game.

Not 24 hours later, 2K Games, the parent company of publisher Take 2, Tweeted that it has "a mutually respectful relationship with the press and will continue to do so. We don't condone @TheRednerGroup's actions at all."

With that, 2K relieved the Redner Group from its PR duties. In response, Redner Tweeted, "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."

Via Twitter

 

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<a href="/latest_stories/all/all/6" rel="author">Mark Raby</a>
Based in New York City, Mark follows the consumer electronics industry like a hawk. A published book author, he has a particular affinity for 3D technology and video games, and as such will surely be in the market for a new pair of glasses soon. Mark can be contacted directly at mark@i4u.com.

 

 

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