With the release of Duke Nukem Forever, 2K has been leaning on the public relations firm The Redner Group in order to ensure a smooth release. Unfortunately, Duke has been getting savaged in reviews from the critics. Redner Group boss Jim Redner took to the internet to defend the game from critics, via the Group's official Twitter account. The real problem came when Redner threatened to withhold games from those who gave the game poor reviews.
“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,” said the messages. “It's one thing to not like a game, it's entirely different thing to rate it a 2 & b completely mean spirited.”
“It's cool to not like something. No need to be mean about it. But, it shows [you] it's easier to [be] funny when being mean,” the rant continued. “Bad scores are fine. Venom filled reviews. That's completely different.”
The messages were later removed after the press had reached sufficient outrage, but the internet never forgets. Redner then sent out an apologetic email to members of the press.
“I would like a quick moment of your time to humbly ask for your forgiveness. I made a major error in judgment. I acted out of pure emotion without any thought to what I was saying. It is with a sad heart that I come to you now asking that you forgive me,” he wrote. “I posted a Tweet this evening saying that I was reviewing The Redner Group’s policy for future reviews of video games based on today’s Duke Nukem Forever scores. I must state for the record I was acting on my behalf. 2K and all other clients had nothing to do with my comment. I want to be very clear that this came through me and was in no way affiliated with any of my clients especially my former client 2K.”
“I believe we are all allowed to voice our opinions and that opinions by their very nature are correct. Many of you quickly pointed out my error in judgment. For that I thank you and apologize,” he continued. “The video game industry is an industry that I love. I have tried to dedicate myself to this industry. Tonight I failed the industry.”
Sadly, the damage had long since been done, with the offending messages ending up on every news outlet in the gaming industry. The 2K Group followed-up on the whole debacle by firing the Redner Group as its public relations firm.
“2K Games does not endorse the comments made by Jim Redner and we can confirm that The Redner Group no longer represents our products. We have always maintained a mutually-respectful working relationship with the press and do not condone his actions in any way,” said 2K's release.
The threat of a publisher blacklist is unspoken in the industry, but this is one of the few times that threat has been made publicly. A public relations company undone by a public outburst. Surprising.
