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News

  MP Demands Apology For Mercs 2 Free Gas Stunt
by Leigh Alexander
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September 8, 2008
 
MP Demands Apology For  Mercs 2  Free Gas Stunt
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Electronic Arts apparently brought London traffic to a complete standstill late last week with a publicity stunt for the recently-released Mercenaries 2: World in Flames.

To promote the game, in which mercenaries battle for control of fuel supplies, EA commandeered a gas station to give away £20,000 worth of gas; drivers rode off with £40 ($70) per person in their tanks.

According to UK publication The Guardian, however, the stunt went unappreciated by many gridlocked commuters, and police asked EA to disband the stunt after only a few hours when a major junction became obstructed by traffic.

The Guardian's report also says Member of Parliament Lynne Featherstone of constituency Hornsey and Wood Green called on EA to apologize. "Trying to recreate Venezuelan-style fuel riots on the streets of London is completely irresponsible and downright dangerous," she said. "Whilst a lucky few might have got some free petrol, hundreds of local residents have faced misery on their daily journeys this morning. They deserve an apology."

Variety reported last week that EA staged a similar event in Los Angeles to apparently more positive reception, calling it "ridiculous" but "fun."
 
   
 
Comments

Stephen Gurnett
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"Venezuelan-style fuel riots" - Good lord, I thought some people had been stuck in traffic, not that they'd been killed and the army called in! Maybe not the smartest move by EA, given our proclivity for going mad at the pumps, but I don't see why they should apologise for giving something away for free (and wouldn't/shouldn't they have had to notify local authorities prior to this?).

Anonymous
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Leave it to a politician to use bombastic hyperbole to describe what amounts to a traffic jam.

At the same time, EA should have planned this stunt better to deal with any potential traffic issues.

Mattias Gustavsson
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So, game developers should never have to take responsibility for anything they do, is that it?

I think EA owe more than an apology - They should be fined for what they did.

The games industry need to move away from these irresponsible ways of creating hype, and get back to making quality products instead.

And gamers need to stop defending the developers whatever they do...

mark davies
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I think it is absolutely ridicules what the government did. Any time someone is getting something for free and missing out on tax they moan and b**ch. I think it is fair play to EA for doing it. After all you could not buy publicity like that earned from pulling this stunt. Fair play to EA (I’m just gutted I was not near the station at the time).

Enrique Saul Gonzalez
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As a Venezuelan, I'd love to know what are these "Venezuelan-style fuel riots" they are referring to. I don't recall any "fuel riots" in recent or distant history. (Plenty of other kinds of riots, tho)


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