Redner: DNF outburst was a “brain fart”
Act of frustration after reading a “mean spirited” review.
Jim Redner, the man now famous for publicly threatening media outlets of blacklisting them for their poor Duke Nukem Forever reviews, described his antics on Twitter as a “brain fart” and said that selective sending of review copies was a standard practise in the industry.
“It was a brain fart of epic proportions that registered on the social media Richter scale,” Redner wrote on Wired.
“I overreacted when I read the review and I vented on Twitter. It was an act of passion on my part that lacked objectivity. … Ultimately, I committed a cardinal sin in marketing.”
Redner said that his frustration was lead by a review that was “down right mean spirited” and which hadn’t followed the “standards of fairness and professionalism.”
“It’s as if the reviewer had a grudge and finally found an outlet to unleash his hostile brand of negativity,” he said.
“The review goes so far as to disparage the people who poured thousands of irreplaceable hours of their life, spent absent from families and loved ones, into the creation of this game.”
“When a writer publishes a review with an undesirable score, so long as the review is fair and the critique is backed up by facts, I respect their opinion. Reviews are subjective. They are one person’s opinion and opinions are never wrong,” Redner said of the aftermath.
“It is my opinion that when someone exceeds their journalistic integrity and publishes a scathing, derogatory, uncalled-for review, I have the right to question it. … If you ask for a copy of the game for review, you have an ethical duty to provide a fair review of the game.
“You do not have to like the game. You do not have to publish a glowing review. However, you must be fair and accurate. You owe it to your audience, yourself and the video game community.”
Further on, Redner denied ever blacklisting outlets for any reasons, and said that selectively favoring certain outlets over others was standard practise in the industry, even by the publishers themselves.
“Publishers are under no obligation to send out copies of their game for review. They reserve the right to pick and choose who they want to send their game too, just like writers have the right to publish a review in any manner they choose. … For any campaign, I have 200 to 400 copies available for media purposes. I normally receive more than double that in media requests.
“For Duke Nukem Forever, I received even more requests that normal. That means I turned down hundreds of requests.”
2K Games has since fired the PR company.