Xbox recently found itself in hot water after a promotional post for a new Fire Vapor Special Edition wireless controller coincided with the announcement of studio closures. The controller, featuring a fiery-themed design with burnt orange colors, was introduced with the tagline “Feel the Burn.” Normally, this would not have raised any eyebrows, but given the timing, it caused quite a stir.
On the same day that Xbox released the controller announcement, Microsoft shocked the gaming community by announcing the closure of several Bethesda studios, including Arkane Austin and Tango Gameworks. The sudden news left many reeling, and the controller post from Xbox was met with swift backlash due to its insensitivity.
Critics pointed out the tone-deaf nature of the announcement, with one comment stating, “That’s how you know when a company is tone deaf.” The timing of the post, coupled with the studio closures, gave the impression that Xbox was unaware of the impact its messaging could have on the affected developers and their fans.
Acknowledging the criticism and the unfortunate timing of the promotion, Xbox swiftly moved to address the issue. The company removed the original post and issued an apology to those who were offended or hurt by it. Xbox recognized the insensitivity of the timing and took responsibility for the oversight.
It is worth noting that the promotion itself was not inherently problematic, as the “Feel the Burn” tagline was simply a reference to the fiery design of the controller. However, the context in which it was released made it appear ill-timed and insensitive.
In the fast-paced world of social media and online interactions, companies must remain vigilant and aware of the current climate and events when planning and executing marketing campaigns. What may seem harmless on any other day can quickly become inappropriate and hurtful when it coincides with unfortunate news or events.
Xbox’s swift response in addressing the issue demonstrates a commitment to listening to feedback and taking responsibility for its actions. As the gaming community continues to voice its concerns and expectations, it is crucial for companies to be receptive and proactive in their approach to prevent such missteps in the future.
(Source: Eurogamer)
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