With the release of the highly anticipated Modern Warfare 2
just over two weeks away, Infinity Ward's Robert "fourzerotwo" Bowling has been quite vocal with the press. Speaking with MCV
, Bowling unequivocally states his opinion that game developers should retain control of marketing and PR for their own games. "I don't think any developer should not have control of how their game is presented or marketed or communicated," Bowling said. "And they should take control of that a lot, lot more."
Using his own Twitter account
as an example, he points out that he has a "direct line to our audience and the press," cutting out the "middleman" of a publisher handling marketing/PR duties. "Not only do we know the game but we know the gamer," he continues. Then he must know about the 160,000 or so people
and nearly 600 Diggers
upset over his studio's decision to not support dedicated servers on the PC
, right? Ahh, the double-edged sword of control: while IW may be the one making vital decisions on its own game, the blame falls squarely on its shoulders when things go wrong.