Jim Redner says one reviewer had "gone over the top to attack" Duke Nukem Forever, leading him to commit a "cardinal sin in marketing."
2K immediately disassociated with The Redner Group once they knew what his twitter threat suggested which was a blacklisting for anyone who scored the game low. This would have proved a nightmare for 2K Games and so they did what they thought was right.
"I overreacted when I read the review and I vented on Twitter. It was an act of passion on my part that lacked objectivity," said Redner Group founder Jim Redner, who runs a "bedroom-turned-office" PR operation in the US.
"In my opinion, someone had gone over the top to attack the game and those who spent their lives trying to make it. Ultimately, I committed a cardinal sin in marketing."
Redner points out that publishers sending our 'review copies' of their videogames isn't some enshrined right but a privilege, and one that goes through a selection process.
"Publishers are under no obligation to send out copies of their game for review. They reserve the right to pick and choose who they want to send their game too, just like writers have the right to publish a review in any manner they choose."
"It's called selection. It's a choice," continued Redner. "Hopefully all PR professionals make their selections based on any and all data available. They should weigh past coverage, personal information gathered from conversations and past dealings."
"I personally have sent first-person shooter games to one editor knowing that he likes FPS games, but then not sent him a copy of a game based on our national pastime because I know he finds baseball boring. That's not blacklisting. It's a selection process."
He in fact turned down "hundreds of requests" for Duke Nukem Forever review copies. Normally there are between 200 to 400 copies for "media purposes" of which usually there are "double" the amount requests.
"Originally, before we had to push the launch from May to June, I recommended only sending a few copies out for review. We knew the game would receive a wide array of scores, from low to high. I recommended sending no more than 10 per cent of what eventually went out."
"I had hand-picked certain key editors that I felt would enjoy the game for what it is. I based my selections on previous coverage and personal conversations. It is a selection process. The idea was to generate the highest possible cumulative scores for the game at launch."
"So long as the review is fair and the critique is backed up by facts, I respect their opinion."
"It is my opinion that when someone exceeds their journalistic integrity and publishes a scathing, derogatory, uncalled-for review, I have the right to question it. Integrity isn't a badge that can be waved around to suit your situation. It is a lifestyle," he said.
Duke Nukem Forever released on Xbox 360, PS3 and PC. It has received a mixed batch of critic reviews that in some cases praise its irreverence while others blast it for being 'tired'. Check out our thoughts on the Duke's return to glory after 15 years of waiting.
All publicity is good publicity, except maybe if you're the PR firm getting the sack.
