We hope that the whole “any publicity is good publicity” thing works out for GameStop, because its senior management seems to have it framed on their office walls, possibly with floral pattern borders. To be fair, the decision seems to have come from both GameStop and Human Revolution publisher Square Enix, and we can’t imagine this will stop anyone from actually getting the game.
GameStop is still good for the pre-orders, but you’re probably aware by now those boxes are going to be an OnLive code lighter. We still can’t help but feel GameStop could have easily turned this PR fiasco into a win. If you’re going to open up someone’s game box and take an OnLive code out, why not put an Impulse one in instead?
The OnLive Debacle
The controversy began when GameStop decided to remove OnLive codes from the PC version of Deus Ex: Human Revolution. OnLive is a cloud gaming service that allows users to stream games directly to their devices without needing high-end hardware. The inclusion of an OnLive code in the game box would have allowed players to access the game through this service. However, GameStop, which has its own digital distribution platform called Impulse, saw this as a direct competition. The decision to remove the OnLive codes was seen as a way to push their own service, but it backfired spectacularly.
The backlash from gamers and industry insiders was swift and severe. Many saw this move as anti-consumer and a blatant attempt to stifle competition. The situation was further exacerbated when it was revealed that GameStop employees were instructed to open the game boxes and remove the OnLive codes before selling them to customers. This not only raised ethical questions but also legal ones, as it involved tampering with a product before sale.
Missed Opportunities
GameStop had a golden opportunity to turn this situation around and come out looking like the good guy. Instead of removing the OnLive codes, they could have included an Impulse code as well, giving customers more options and adding value to their purchase. This would have shown that GameStop is confident in its own service and is willing to compete on a level playing field. Unfortunately, they chose a more underhanded approach, which damaged their reputation.
Moreover, GameStop could have used this as a marketing opportunity to promote Impulse. They could have run a campaign highlighting the benefits of their service compared to OnLive, offering discounts or exclusive content to entice gamers to give Impulse a try. Instead, they chose to alienate their customer base, many of whom are already skeptical of large corporations and their motives.
The fallout from this decision was not limited to just bad press. Square Enix, the publisher of Deus Ex: Human Revolution, was also caught in the crossfire. They had to issue statements clarifying their position and distancing themselves from GameStop’s actions. This strained the relationship between the two companies and could have long-term implications for future collaborations.
In the end, the decision to remove the OnLive codes did not stop people from getting the game. Deus Ex: Human Revolution was a highly anticipated title, and gamers were willing to overlook this controversy to get their hands on it. However, the damage to GameStop’s reputation was done, and it served as a cautionary tale for other companies about the importance of consumer trust and ethical business practices.
Source Kotaku
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