Spicy Horse Founder Offers Tough Criticism of EA’s Marketing over Alice Sequel

Spicy Horse founder American McGee isn't pleased with EA's marketing team and the way it handled the sequel to one of his best games after his exit from id Software. Speaking at an "Ask Me Anything" over at Reddit recently, McGee complained about the way EA's marketing team has handled Alice: The Madness Returns. He claims that EA's demands led to the game being presented in trailers in a way he felt was trying to "trick" consumers into thinking the game was something it was not.

"What was frustrating was how EA Marketing interfered – telling [Shy The Sun] from the start that ALL creative direction and final say would come from them, not from us (the developer/creator of the story/tone)," said McGee in the Reddit AMA session.

"EA wanted to 'trick' gamers into believing Alice: Madness Returns was a hard-core horror title, even though we refused to develop it in that tone," he continued. "That resulted in trailers that were much darker and gorier than the game … and that was a calculated disconnect created by EA."

"Their thinking is, even if the game isn't a hard-core horror title, you can market it as one and trick those customers into buying it (while driving away more casual customers, like female gamers, who might be turned off by really dark trailers)," he continued.  "It's all a part of the race."

McGee announced the game in 2009. It was released under the EA publishing label in June 2011. Ultimately the game garnered a middling Metacritic score of 70.

Source: GII

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