You wait 15 years for one to come along – and then its rubbish. That sums up the extended wait for the latest instalment in the Duke Nukem series and the critical reaction to its release.
Now, the PR company employed to publicise the game has been fired after it began ranting against those in the press who had slated the title. First a little history of the franchise. The first game appeared in 1991 and was followed by Duke Nukem II in 1993 and Duke Nukem 3D in 1996. All were successful games but the franchise has been on hiatus since then, making it the longest gap between successive game franchise releases at 15 years. The latest game was being developed initially by 3D Realms but they dumped the project in 2010 when it was taken over by Gearbox Software. Following its release last week, the game shot to the top of games charts despite many reviews slating with the Guardian’s Neil Davy saying: “If this was 15 years in the making, it makes you wonder what they did for the other 14 years and 10 months."
In the face of such criticism, PR firm The Redner Group, who had been employed by publisher 2K Games, decided to vent their frustration: "Too many went too far with their reviews...we r reviewing who gets games next time and who doesn't based on today's venom," Jim Render tweeted. As you can imagine such an attitude was not welcomed by the gaming press and 2K Games moved quickly to try and fix the problem by tweeting that it had "a mutually respectful relationship with the press and will continue to do so. We don't condone @TheRednerGroup's actions at all." Jim Redner took to twitter again to say that his views were not those of his employer: "Again, I want everyone to know that I was acting on my own. 2K had nothing to do with this. I am so very sorry for what I said." This apology however was not enough to appease the publisher who fired The Redner Group.
Once again misuse of Twitter has led to someone’s downfall and it unlikely that when the next Duke Nukem game is released in 2030, the Redner Group will be employed to promote it.
Source: Redner Group (Twitter)