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This week on Zero Punctuation, Yahtzee reviews the history of Acclaim Entertainment.


Transcript Edit

Let's all laugh at an industry that never learns anything, tee, hee, hee.

Zero Punctuation's Occasional Guide to Retarded Special Moments in Gaming History Edit

So far, the Zero Punctuation Occasional Guide to R-word Moments in G-word H-word has covered publishers with bad ideas, developers with bad hairdos, exclusivity deals, graphical quantum leaps, and moral panics. But how could I have overlooked the one aspect of the games industry that is the most prodigious seam of R-word-ation of them all: marketing?

Maybe it's because the industry is still relatively young, but the shittiness of misguided video game marketing is a particularly rich shade of creamy brown. Whether it be John Romero proudly informing the magazine-reading public that he was going to make them all into institutional rape victims, or Sony parading a dead goat around at the God of War III launch party (no, really, they did that), a misguided video game PR stunt can never just put its foot in it; it has to put both feet in it and rub it in its eyes and call everyone else a pussy for not being as into it. But there was one company whose feet were rarely out of it in the last few years before their bankruptcy in the mid-2000's and whose story is worth preserving; partly because it's hilarious, partly so that if any other publishers start showing the same symptoms, we can save time and take them behind the woodshed now.

The Acclaim Game Hall of Shame Edit

Acclaim Entertainment was founded in 1987 by some former Activision lads and deliberately chose its name to be above "Activision" on an alphabetized list, which was a tactic Activision itself used when splitting from Atari; with this in mind, I checked, and no, nobody registered "Aardvark Entertainment", which feels like a missed opportunity. Acclaim did good work for a while, particularly with the home console ports of Mortal Kombat and games like Turok: Dinosaur Hunter, but things started going downhill in the late 90's, partly because a lot of their games were rushed-out licensed garbage, partly because they were attracting lawsuits from former partners the way Piers Morgan's face attracts scrotums. It might be quicker to list all the entities that weren't suing Acclaim at one point or another; even the Olsen twins were getting in on some wholesome, apple-cheeked, all-American kicks to the bollocks.

But this is just why Acclaim went bankrupt; it doesn't explain why, towards the end, Acclaim was a joke in the eyes of gamers and gaming media, with a name that had become as tragically ironic as when I, in my mid-twenties, called myself "Mr. Regular Sex", because "acclaim" was what they weren't getting. See, towards the end, Acclaim topped itself again and again with mystifyingly bad ideas for PR stunts; one PR backfire is understandable in the heady, excitable times of a game release, but the same guys doing it over and over again and learning fuck-all takes a special kind of obliviousness.

It started in 2002 when, in the run-up to the release of horror-themed action-adventure Shadow Man 2, Acclaim announced that they would pay the funeral costs of anyone willing to put a Shadow Man 2 advert on the headstone of a deceased relative, prompting public outcry and the Church of England basically telling them to piss off. Yes, Church of "Tea and Crumpets with the Vicar" England! Takes a lot to upset those lads; they don't even hate gays that much. Now, in my research, the name "Steve Perry" came up a lot; apparently, he was the executive coming up with these ideas, but I find it hard to believe that one person could be entirely to blame. Sure, I can see one executive descending from a cocaine-induced trance to announce, "Hey, I know what demographic we should target: the recently bereaved!"; what I have trouble picturing is the roomful of colleagues that then replied, "Yes, we agree! What a good idea; let's action it!" without subsequently making hasty, sarcastic eye-rolls at whoever was keeping the minutes.

Later the same year, Acclaim promoted the resoundingly mediocre Turok: Evolution by offering a sack of cash to anyone who was willing to christen their newborn baby "Turok", apparently shifting their demographic focus to the other end of the scale. Now, one might reasonably say at this point, "Surely, it wasn't a serious offer to let new parents cash in on their future bullying victims! Surely, these were just shock tactics to grab headlines, the way a graffiti artist just wants attention and doesn't literally want to fuck the police! I mean, to be serious, there aren't enough hours in the day." Well, Acclaim would always insist these were genuine offers when pressed, and therefore, they must've been by the Universal Law of No Take-Backsies, but they also claim that the baby name idea was taken from a marketing expert named Simeon Cantrell who, it turned out, didn't exist; who wrote a book whose ISBN number, in truth, belonged to a book of children's knock-knock jokes.

All of which indicates that at least one person at Acclaim was treating this as a big, ironic gag that would send them laughing all the way to the bank, but Acclaim was still losing money, so it was more like a forced chuckle all the way to the dole office. Besides, if the intent was to shock, it failed; the tone of the media coverage was more mocking than mind-blown, and some of their other stunts - the bus shelter advert that oozed blood, painting Virtua Tennis logos onto the wings of pigeons - were hardly noticed, all of which is probably why Acclaim felt the need to push their luck even further with their misguided PR stunt for Burnout 2, in which, continuing the "free cash for self-abuse" pattern, they offered to pay the speeding fines of any driver caught by cameras on the day the game came out. Yes, having targeted the newly-born and the recently-dead, Acclaim were making the logical step of reaching out to the soon-to-be-dead.

Obviously, this offer was pulled when it was pointed out they were all but inciting a motorized version of The Purge, but to my mind, Acclaim's most egregious PR stunt was the PR stunt that was also a game: namely, BMX XXX. A roomful of executives passed around the nitrous oxide and reached the conclusion that the next logical step for the popular Dave Mirra Freestyle BMX series was to have a version of the game where everyone had their tits and bums hanging out; it was a staggeringly cheap and awful concept and, upon getting wind of it, Dave Mirra paused briefly between one-handers to firmly request that his name be taken off. Acclaim then went, "Well, he said that, but maybe if we kept him in the game anyway, he'd realize that we just want to include him in our good-natured knockabout fun fest and come around to our mission to delight the tit- and bum-loving children of the world." And you know what? Dave Mirra's heart grew three sizes that day. (PAUSE) Nah, I'm just kidding; he sued their bollocks off.

The Lessons Nobody Learned Edit

Acclaim's terrible ideas collectively feel like a test of the old adage that there's "no such thing as bad publicity"; they were certainly getting the headlines and exposure they wanted, but I think the lesson to be learned by the marketers of video games today as they rent out entire car parks worth of space at E3 and manufacture Ghost Recon-branded contraceptives is that it only works if the product is good.

Maybe a bad PR stunt could ultimately push a good game into the exposure it deserves, but Acclaim weren't making good games; they were making rushed-out, innovation-less plop, and their headline-grabbing shenanigans that would've made them seem like endearing, cheeky pranksters in the name of a quality product were simply turning a bunch of rushed-out, innovation-less plop peddlers into insane rushed-out, innovation-less plop peddlers. You can put all the marketing in the world behind a great big turd, but it won't make it not a turd, no matter how many people you pay to tattoo the logo just above their arseholes.

Addenda Edit

  • For sale at any price: Ben "Yahtzee" Croshaw
  • Then again there's not much the playground bullies can do with "Turok" besides "Poo-Cock" and that smacks of trying too hard
  • Have lingering eye contact with the police
Episodes
2007 - 2010
2007
Q3 The Darkness Demo · Fable: The Lost Chapters · Zero Punctuation (Episode) · Heavenly Sword and Other Stuff · Psychonauts · Console Rundown · BioShock · Tomb Raider: Anniversary · Manhunt · Peggle
Q4 Halo 3 · Tabula Rasa · The Orange Box · Super Paper Mario · Medal of Honor: Airborne · The Legend of Zelda: Phantom Hourglass · Clive Barker's Jericho · F.E.A.R. Perseus Mandate · Assassin's Creed · Guitar Hero III: Legends of Rock · Mass Effect
2008
Q1 Super Mario Galaxy · Silent Hill: Origins · Crysis · The Witcher · Resident Evil: The Umbrella Chronicles · Call of Duty 4: Modern Warfare · SimCity Societies · Yahtzee Goes to GDC · Uncharted: Drake's Fortune · Devil May Cry 4 · Burnout: Paradise · Turok · Zack & Wiki: Quest for Barbaros' Treasure
Q2 Army of Two · No More Heroes · Condemned 2: Bloodshot · Super Smash Bros. Brawl · God of War: Chains of Olympus · Mailbag Showdown · Grand Theft Auto IV · Painkiller · The World Ends With You · The Elder Scrolls IV: Oblivion · Haze · Metal Gear Solid 4
Q3 Webcomics · Lego Indiana Jones: The Original Adventures · Alone in the Dark · Age of Conan: Hyborian Adventures · The E3 Trailer Park · Ninja Gaiden II · Prince of Persia Retrospective · Soulcalibur IV · Braid · EVE Online · Too Human · Spore · XBLA Double Bill
Q4 Mercenaries 2: World in Flames · Star Wars: The Force Unleashed · S.T.A.L.K.E.R.: Clear Sky · Silent Hill: Homecoming · Saints Row 2 · Dead Space · Fable II · Fallout 3 · Guitar Hero: World Tour · Mirror's Edge · Left 4 Dead · Sonic Unleashed · The Year in Review - 2008 · Prince of Persia
2009
Q1 Awards for 2008 · Tomb Raider: Underworld · Far Cry 2 · Gears of War 2 · LittleBigPlanet · Thief: The Dark Project · Skate 2 · F.E.A.R. 2 · Spider-Man: Web of Shadows · The House of the Dead: Overkill · 50 Cent: Blood on the Sand · Resident Evil 5
Q2 X-Blades/Halo Wars · Grand Theft Auto: Chinatown Wars · MadWorld · Tom Clancy's H.A.W.X · Siren: Blood Curse · The Chronicles of Riddick: Assault on Dark Athena · Valkyria Chronicles · Velvet Assassin · Duke Nukem Forever · Bionic Commando · InFamous · The Second Annual E3 Hype Massacre · Prototype
Q3 The Sims 3 · Ghostbusters: The Video Game · Overlord 2 · Red Faction Guerrilla · Wii Sports Resort · Call of Juarez: Bound in Blood · The Conduit · Silent Hill 2 · 2.5-D Hoedown · Tales of Monkey Island · Wolfenstein · Batman: Arkham Asylum · Beatles Rock Band & Guitar Hero 5 · Darkest of Days
Q4 Scribblenauts · Wet · Mario & Luigi: Bowser's Inside Story · Brutal Legend · Washington D.C. · Uncharted 2: Among Thieves · Dragon Age: Origins · Call of Duty: Modern Warfare 2 · Assassin's Creed 2 · Left 4 Dead 2 & New Super Mario Bros. Wii · Demon's Souls · Holiday 2009 · The Saboteur
2010
Q1 Awards for 2009 · Torchlight · Darksiders · Bayonetta · Dark Void · Borderlands · Mass Effect 2 · Dante's Inferno · BioShock 2 · Aliens vs Predator · Heavy Rain · Battlefield: Bad Company 2 · Final Fantasy XIII
Q2 April Fools 2010 · God of War III · Red Steel 2 · Just Cause 2 · Silent Hill: Shattered Memories · Splinter Cell: Conviction · Nier · Dead to Rights: Retribution · Monster Hunter Tri · Alan Wake · Red Dead Redemption · Alpha Protocol · Prince of Persia: The Forgotten Sands · E3 2010
Q3 No More Heroes 2: Desperate Struggle · Super Mario Galaxy 2 · Singularity · Crackdown 2 · DeathSpank & Limbo · Shadow of the Colossus · Split Second: Velocity · Transformers: War for Cybertron · Kane & Lynch 2: Dog Days · Mafia II · Metroid: Other M · Video Game Voters Network · Amnesia: The Dark Descent
Q4 Halo: Reach · Dead Rising 2 · Spider-Man: Shattered Dimensions · Castlevania: Lords of Shadow · Enslaved: Odyssey to the West · Fallout: New Vegas · Star Wars: The Force Unleashed II · Call of Duty: Black Ops · IPhone Games · Assassin's Creed: Brotherhood · Splatterhouse · Epic Mickey · Holiday 2010
2011 - 2014
2011
Q1 Top 5 of 2010 · World of Warcraft: Cataclysm · Fable III · Minecraft · A Shadow's Tale · Dead Space 2 · DC Universe Online · MindJack · Two Worlds II · Bulletstorm · Killzone 3 · Kirby's Epic Yarn · Dragon Age II
Q2 Pokémon White · Yakuza 4 · Crysis 2 · Nintendo 3DS · Portal 2 · Castlevania: Symphony of the Night · Mortal Kombat · Brink · L.A. Noire · The Witcher 2 · Hunted: The Demon's Forge · Duke Nukem Forever (for real this time) · InFamous 2
Q3 Alice: Madness Returns · Shadows of the Damned · F.E.A.R. 3 · The Legend of Zelda: Ocarina of Time 3D · Call of Juarez: The Cartel · Bastion and From Dust · Catherine · Red Faction: Armageddon · Deus Ex · Deus Ex: Human Revolution · Driver: San Francisco · Dead Island · Resistance 3
Q4 Gears of War 3 · Hard Reset · Rage · Kinect · Batman: Arkham City · Battlefield 3 · Uncharted 3: Drake's Deception · Call of Duty: Modern Warfare 3 · The Elder Scrolls V: Skyrim · Saints Row: The Third · Assassin's Creed: Revelations · The Legend of Zelda: Skyward Sword
2012
Q1 Serious Sam 3: BFE · Top 5 of 2011 · Super Mario 3D Land & Rayman Origins · Sonic Generations · Star Wars: The Old Republic · Amy · Resident Evil: Revelations · Darkness 2 · Kingdoms of Amalur: Reckoning · NeverDead · Syndicate · Mass Effect 3 · Twisted Metal
Q2 Yakuza: Dead Souls · Ninja Gaiden 3 · Silent Hill: Downpour · Kid Icarus: Uprising · Fez and I Am Alive · Prototype 2 · Risen 2: Dark Waters · Sniper Elite V2 · Diablo 3 · Max Payne 3 · Dragon's Dogma · E3 2012 · Lollipop Chainsaw
Q3 Quantum Conundrum · Spec Ops: The Line · Walking Dead · Inversion · The Amazing Spider-Man · Half-Life · Wreckateer and Deadlight · Steam Roundup · Sleeping Dogs · Darksiders 2 · DayZ · Guild Wars 2
Q4 Borderlands 2 · FIFA 13 · Resident Evil 6 · Dishonored · XCOM: Enemy Unknown · Medal of Honor: Warfighter & Doom 3: BFG Edition · Assassin's Creed 3 · Halo 4 · Call of Duty: Black Ops 2 · Hitman: Absolution · Far Cry 3 · ZombiU
2013
Q1 Top 5 of 2012 · Paper Mario: Sticker Star · Black Knight Sword & Hotline Miami · Anarchy Reigns · DMC: Devil May Cry · The Cave · Ni No Kuni: Wrath of the White Witch · Dead Space 3 · Aliens: Colonial Marines · Crysis 3 · Metal Gear Rising: Revengeance · Tomb Raider · SimCity
Q2 The Walking Dead: Survival Instinct · BioShock Infinite · Lego City Undercover · Luigi's Mansion: Dark Moon · Injustice: Gods Among Us · Star Trek · Far Cry 3: Blood Dragon · System Shock 2 · Metro: Last Light · Next Gen Buyer's Guide · Fuse · Remember Me · E3 2013
Q3 The Last of Us · Deadpool · Animal Crossing: New Leaf · Ride to Hell: Retribution · Dark · Mario & Luigi: Dream Team · Rise of the Triad · Papers, Please & Brothers: A Tale of Two Sons · Pikmin 3 · The Bureau: XCOM Declassified · Saints Row 4 · Killer is Dead · Amnesia: A Machine for Pigs
Q4 Grand Theft Auto V · Lost Planet 3 · Beyond: Two Souls · The Legend of Zelda: The Wind Waker HD · Batman: Arkham Origins · Assassin's Creed IV: Black Flag · Call of Duty: Ghosts · Exclusives Showdown · Ryse: Son of Rome · Dead Rising 3 · Super Mario 3D World
2014
Q1 Top 5 of 2013 · Knack · Killzone: Shadow Fall · Survival Special · Broken Age · Might & Magic X: Legacy · The Legend of Zelda: A Link Between Worlds · Dark Souls · Lightning Returns: Final Fantasy XIII · Strider · Thief · Castlevania: Lords of Shadow 2 · Dark Souls II
Q2 Titanfall · InFamous: Second Son · Metal Gear Solid V: Ground Zeroes · The Elder Scrolls Online · South Park: The Stick of Truth · FTL: Faster Than Light · Child of Day-Light · The Amazing Spider-Man 2 · Tesla Effect: A Tex Murphy Adventure · Wolfenstein: The New Order · WATCH DOGS · E3 2014 · Murdered: Soul Suspect
Q3 Tomodachi Life · Enemy Front & Valiant Hearts: The Great War · Shovel Knight · EarthBound · Transistor · E.T. · Firefall · Sacred 3 · Risen 3: Titan Lords · Daikatana · Lichdom: Battlemage · The Sims 4 · Destiny
Q4 D4: Dark Dreams Don't Die · Hyrule Warriors · Middle-earth: Shadow of Mordor · Alien Isolation · The Evil Within · Bayonetta 2 · Sunset Overdrive · Call of Duty: Advanced Warfare · Assassin's Creed: Unity · Far Cry 4 · Dragon Age: Inquisition · Sonic Boom: Rise of Lyric · Top 5 Games of 2014
2015 - 2018
2015
Q1 The Talos Principle · Elite: Dangerous · Five Nights at Freddy's and This War of Mine · Lords of the Fallen · Saints Row: Gat out of Hell · Dying Light · Grim Fandango · Evolve · The Order: 1886 · The Legend of Zelda: Majora's Mask 3D · Resident Evil Revelations 2 · Hotline Miami 2: Wrong Number & Ori and the Blind Forest
Q2 Battlefield: Hardline · Bloodborne · Half-Life 2 Update · Axiom Verge & Stealth Inc 2 · Mortal Kombat X · Grand Theft Auto Online · Broken Age: Act 2 · Wolfenstein: The Old Blood · Cyberpunk Double · The Witcher 3: Wild Hunt · Splatoon · Hatred · E3 2015
Q3 Alone in the Dark: Illumination · Batman: Arkham Knight · Yoshi's Woolly World · Cave Story · Godzilla · Rocket League & Tembo the Badass Elephant · King's Quest: A Knight to Remember · Nom Nom Galaxy & Freedom Planet · Everybody's Gone To The Rapture · Volume · Metal Gear Solid V: The Phantom Pain · Mad Max · Gears of War Ultimate Edition · Until Dawn
Q4 Super Mario Maker · SOMA · Rock Band 4 · Assassin's Creed Syndicate · Halo 5: Guardians · Call of Duty: Black Ops 3 · Rise of the Tomb Raider · Fallout 4 · Star Wars: Battlefront · Just Cause 3 · Fatal Frame: Maiden of Black Water
2016
Q1 Top 5 Games of 2015 · Devil's Third · Mario & Luigi: Paper Jam · Assassin's Creed Chronicles · Xenoblade Chronicles X · The Witness & Bombshell · Gravity Rush · XCOM 2 · Firewatch & Layers of Fear · Far Cry Primal · Stardew Valley & SUPERHOT · The Division · Salt and Sanctuary
Q2 Republique · Shadow Warrior · Quantum Break · Dark Souls III · Ratchet & Clank · Star Fox Zero · Paper Mario: The Thousand-Year Door · Uncharted 4: A Thief's End · Doom · Homefront: The Revolution · Overwatch & Battleborn · Mirror's Edge: Catalyst · E3 2016
Q3 Mighty No. 9 · Inside & Shadow of the Beast · The Technomancer · Furi & Song of the Deep · I Am Setsuna · Headlander & Quadrilateral Cowboy · Quake · No Man's Sky · Grow Up · Deus Ex: Mankind Divided · Metroid Prime: Federation Force · The Curious Expedition & Mother Russia Bleeds · ReCore
Q4 Capcom Five · Clustertruck & Lichtspeer · Paper Mario: Color Splash · Mafia III · Gears of War 4 · PlayStation VR · Battlefield 1 · Titanfall 2 vs Call of Duty: Infinite Warfare · Dishonored 2 · WATCH DOGS 2 · Final Fantasy XV · The Last Guardian
2017
Q1 Top 5 Games of 2016 · Let It Die · Dead Rising 4 · Hitman · Gravity Rush 2 · Resident Evil 7 · Yakuza 0 · Nioh · For Honor · Nintendo Switch & Breath of the Wild · Horizon Zero Dawn · Nier Automata · Ghost Recon Wildlands
Q2 Mass Effect Andromeda · Yooka-Laylee · Persona 5 · Remastered Editions · Outlast 2 · Sniper: Ghost Warrior 3 · Prey · Wilson's Heart · The Surge · Injustice 2 · Vanquish · E3 2017 · Strafe
Q3 Get Even · Hollow Knight / Dead Cells · Fifth Console Generation · The End is Nigh, and Yonder: Cloud Catcher Chronicles · Pyre · Splatoon 2 · Hellblade · Agents of Mayhem · Sonic Mania · Mario + Rabbids Kingdom Battle · Destiny 2 · Metroid: Samus Returns
Q4 Knack 2 and SteamWorld Dig 2 · Cuphead · Hob and A Hat in Time · Middle-earth: Shadow of War · The Evil Within 2 · Super Mario Odyssey · Wolfenstein II: The New Colossus · Assassin's Creed Origins · Sonic Forces · Star Wars Battlefront II · Hand of Fate 2 · South Park: The Fractured but Whole
2018
Q1 Top 5 of 2017 · Okami HD · PlayerUnknown's Battlegrounds · Fortnite and Dusk · Doki Doki Literature Club! · The Inpatient and Doom VFR · Monster Hunter World · Subnautica · Kingdom Come: Deliverance · Metal Gear Survive · Hot Coffee · Hunt Down The Freeman · Ghost of a Tale
Q2 A Way Out · Far Cry 5 · Ni no Kuni II: Revenant Kingdom · Extinction and Attack on Titan 2 · God of War 4 · Yakuza 6: The Song of Life · Silent Hill 4: The Room · Conan Exiles · House Flipper and FAR: Lone Sails · Detroit Become Human · Agony · E3 2018 · Vampyr
Q3 Jurassic World Evolution · Resident Evil 4 · Totally Accurate Battlegrounds and Moonlighter · The Crew 2 · Octopath Traveler · Observer · Chasm and This Is the Police 2 · We Happy Few · Unavowed · Guacamelee! 2 and Not Tonight · Shenmue · Marvel's Spider-Man · Shadow of the Tomb Raider
Q4 Dragon Quest XI · Star Control: Origins · Star Control: Origins · Assassin's Creed Odyssey · Call of Duty: Black Ops 4 · Return of the Obra Dinn · The Missing: J.J. Macfield and the Island of Memories · Red Dead Redemption 2 · Call of Cthulhu · Fallout 76 · Hitman 2 and Killer7 · Darksiders III · Just Cause 4
2019
Q1 Top 5 of 2018 · Super Smash Bros. Ultimate · Gris and Ashen · Katamari Damacy Reroll · Travis Strikes Again: No More Heroes · Resident Evil 2 · Kingdom Hearts III · Metro Exodus · Far Cry New Dawn · Anthem · Crackdown 3 · Left Alive · Devil May Cry 5
Q2 The Division 2 · Sekiro: Shadows Die Twice · Unheard and Outward · Yoshi's Crafted World · Mortal Kombat 11 · Katana Zero · Days Gone · Close to the Sun · Rage 2 · Observation · A Plague Tale: Innocence · E3 2019 · Blood: Fresh Supply
Q3 Bloodstained: Ritual of the Night · Judgment · The Sinking City · My Friend Pedro and Sea of Solitude · Acclaim Entertainment Hall of Shame · Wolfenstein: Youngblood · Horace · Rebel Galaxy Outlaw · Control · The Dark Pictures Anthology: Man of Medan · Remnant: From the Ashes
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