Public Image Battles for the Vid Biz

Electronic Arts takes off the gloves in the defense of its massively popular rpg, Mass Effect, after an assassination piece on Fox News. EA's response takes a serious bite out of the "fair and balanced" news juggernaut. Some speculation on why video games are targetted so often after the jump...


I suspect video games are the target of hit pieces in the mainstream media for one reason: its easy. News audiences trend older and are generally less familiar with the younger generation's love affair with this form of entertainment. Sensationalist news pieces prey upon this general lack of knowledge, and the mistrust it breeds, for easy puff pieces targetting potential hot spots for debate.

The video game industry, despite its rapidly growing size and economic clout, is relatively unsophisticated when it comes to managing its image among the broader public. Perhaps this comes from a combination of being relatively young industry with generally anti-authority in its roots. Innovation and rebellion often go hand in hand, so it is no surprise that an industry that thrives on constant internal revolution would be generally unwilling to play mainstream games.

Unfortunately, this hesitation does a real disservice to gaming when it prompts intervention from the government or other oversight bodies. The government, often reacting to some new perceived "outrage," over-reacts and hastily enacts draconian legislation that undermines the evolution of the gaming industry. These issues will only become greater as the industry gains additional economic prominence in the years to come. Large targets are shot at more often.

I will say this about EA's response: it was a perfect counterpunch. Rather than gripe and whine about the unfair aspects of the coverage, it draws an interesting analogy that targets Fox's own programming. EA notes the fact that Fox's own primetime shows often portray scenes equally as racy as those portrayed in Mass Effect's sexually charged cutscene. It goes on to note that these Fox programs are significantly more accessible than a game that requires idenitification and $60.00 to acquire.

Of course, this is but one battle of many to come, but kudos to EA for handling it with the professionalism the industry at large needs to show.


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