Take-Two Interactive Inc. this week terminated representation from public relations firm The Redner Group following a Twitter message that threatened to blacklist media outlets that wrote harsh reviews for the title Duke Nukem Forever.
The Redner Group, which represented Duke Nukem Forever, tweeted a threat to journalists this week following a the publications of multiple scathing reviews by industry media outlets.
“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, The Redner Group tweeted this week. The message has since been deleted.
2K Games, a division of Take-Two Interactive, confirmed the termination of the PR 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“2K Games does not endorse the comments made by Jim Redner and we can confirm that The Redner Group no longer represents our products,” a spokesperson for 2K Games said in a statement.
“We have always maintained a mutually-respectful working relationship with the press and do not condone his actions in any way.”
The act of a public relations firm blacklisting a publication from receiving future product due to a bad review is not uncommon in the video game industry, however, it is rarely publicly acknowledged.
Duke Nukem Forever is said to include over-the-top weapons, massive levels, and franchise interactivity – including the ability to shoot hoops, lift weights, read adult magazines, draw crude messages on whiteboards, or ogle women in the Duke Nukem universe.
It began sale June 14.
Duke Nukem Forever is the sequel to the 1996 release, Duke Nukem 3D. The title was announced in 1997 and incurred a stalled development process, including a lawsuit between publisher Take Two Interactive and developer 3D Realms. A settlement between the two parties was reached in June 2010.