The publisher promised it would donate $5000 to the Humane Society to rescue kittens, but "if the game doesn't get approval, that money will disappear, like a puff of smoke in the uncaring wind, leaving poor kitties to survive in the harsh elements, be placed in harm's way and possibly scheduled for euthanasia. The challenge is out there, and for a simple 'yes' vote on Steam's Greenlight consumers can actively take a role in saving the lives of kitties."
What Reverb didn't state was that the $5000 had already been donated, and that it was just trying to encourage approval.
It didn't take long for the angry outcry to the implication that Reverb would indirectly kill kittens if the game was not improved, and the publisher apologized, first by saying the developer had nothing to do with it.
"Even before the promotion was approved Reverb had decided to make a donation of $5,000 to the Humane Society today, this was just a fun way of drumming up some attention for the game," Reverb stated in a press release. "The release was meant to grab attention and call readers to action, but we regret if we made anyone uncomfortable or angry with its content. Millions of stray cats enter shelters each year, with the yearly cost of humane shelters resting in the billions. Our wording may have been muddled, but our intentions are good."
Vice president of business development Doug Kennedy also encouraged gamers to donte to the Humane Society as well.
"I challenge anyone else on this board to make a donation to the Humane Society, I committed $5000, and we requested a vote of YES for the game. If anyone did their homework you would know we have made a variety of donations to animal organizations. if you don't want to vote for the game I fully respect that, if times are tough and money us tight a "yes" vote would be greatly appreciated, provided the company continues to do well, we will continue to fund and support a number of animal organizations, either way its a win - win for the kitties. (Lastly, does anyone really think that that we were not going to make the $5000 donation, come on folks, seriously? I've been in the industry for 20 years, I remember when it was fun, lighten up a bit and appreciate the fact that a great organization like the Humane Society is getting a ton of attention and a nice contribution)."
Bottom line: kittens were saved.