Ubisoft Issues Hollow Apology For Controversial Elite Squad Trailer
The recent trailer for Elite Squad paints the game’s villainous group as a rebel force wanting to overthrow governments using a real-life symbol.
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Tom Clancy’s Elite Squad is the upcoming free-to-play game by Ubisoft that aims to take on the mobile market. The new game recently drew the ire of many fans, surprisingly not because of its monetization, but the use of political imagery and themes. While using political imagery and flirting with contemporary issues for marketing is not new for Ubisoft, the recent usage of the Black Lives Matter fist has many questioning what Ubisoft is trying to do.
In short, the recent trailer for Elite Squad paints the game’s villainous group as a rebel force wanting to overthrow governments plotting something evil under the guise of promoting a utopia. As the game’s trailer began trending online, Ubisoft saw the backlash and quickly responded.
Ubisoft Steps In
Above we see the official statement from Ubisoft concerning the controversy of the recent trailer. The statement highlights that the imagery used in the Elite Squad trailer was insensitive on their part, and they will quickly remove the offending imagery as early as September 1st. Despite the apology and action being taken relatively quickly, many fans in the comments questioned the publisher for its seemingly tone-deaf marketing.
For some, removing the imagery does not remove the fact you are playing as a government military force taking down protestors. During a time where large-scale protests are going on throughout the world, especially the United States, this all feels in poor taste.
Some commenters did not seem to mind the imagery at first but were concerned with the controversy even existing. Those that did not see any issue with the game are confused as to why this topic is being given more attention than it needs. However, these games go through various hands throughout their development. From writers to artists creating concept art, to marketing teams, to executives, many eyes will oversee the project. The fact that Ubisoft promoted the game and not see how this would reflect poorly on the company speaks volumes about their company culture.
The controversy could very well have been planned. Another mobile shooter on the market will not stand out when Fortnite exists. If you add some controversy to your marketing, you have people that are angry at your product promoting your game, those that see no issue picking up the game, and maybe people playing the game to spite those that find an issue with the message. All in all, the marketing around this game feels cynical and just pushing another cash grab mobile game.
Link Source : https://www.thegamer.com/ubisoft-issues-hollow-apology-for-controversial-elite-squad-trailer/