Aliens: Colonial Marines trailers were misleading, Sega admits

Wednesday, 3rd April 2013 11:45 GMT By Dave Cook

Aliens: Colonial Marines publisher Sega has conceded that trailers for Gearbox Softwares poorly-received shooter were misleading. It comes as the UK’s Advertising Standards Agency authority has spoken with Sega about the matter and as a result, all of the game’s trailers must now bear a disclaimer.

The initial complaint was submitted to the ASA by Redditor subpardave.

He said in his post, “I submitted my complaint based on the absurd differences between the ‘in game’ and ‘playthorugh’ footage that was widely used to advertise A:CM. Of course, the game looked and played NOTHING like what was shown to consumers.

“My aim was not to get fines, compensation or any of that. Gearbox and Sega spoke very clearly – by saying absolutely nothing – and showed the purchasing community that they would rather this mess all quietly disappear.

“The games industry – like any other – needs to be held accountable for blatantly deceiving the consumer. And doubly so when a wall of silence is the only response to resounding criticism for shipping a shoddy product, having shown off one with all the bells and whistles.

“The ASA has little real power. But negative press? That does.”

But lo and behold, you can read the ASA’s full reply to subpardave here, in which “We contacted Sega Europe to discuss this issue. They explained that their online trailers used demo footage, created using the in-game engine.

“Sega Europe acknowledged your objection that the trailers did not accurately reflect the final content of the game. They agreed to add a disclaimer, both on their website and in all relevant Youtube videos, which explains that the trailers depict footage of the demo versions of the game. The disclaimer will be visible when each online trailer is played.

“On the basis of the advertiser’s written assurance, we have decided to informally uphold your complaint. Basic information, including the advertiser’s name and where the ad appeared, will be published on our website, on 27th March 2012.

“Our role in cases such as this is to ensure that marketing material isn’t likely to materially mislead the public,” the ASA concludes. “We consider that with this disclaimer in place, customers are unlikely to get the impression that the trailer shows the finished product, and the ads are therefore unlikely to mislead.”

There we go people, you CAN fight the machine. What do you make of the above?

Thanks Beefjack and OXM.



  1. Lengendaryboss

    You Don’t Say. Fans got a turd.

    #1 2 years ago
  2. SplatteredHouse

    No. How were they not aware that the footage used in the trailers was not representative of the game? SEGA got Gearboxed, too? :o #anotherhelpingofindustrybullshit (because articulating a response to each individual occurrence is rapidly proving a waste of time.)
    If they’re that lackadaisical in watching out for what they are putting their name to, and offering customers, this publisher; then, I suppose that the rest of their output needs considering in light of that approach, going forward.

    From what the people who’ve spoken about A:CM development stated, SEGA were near to filing against Gearbox for breach of contract, patience eroded. But, they’re admitting to not knowing the current state of the game, “several months prior to its release”.

    #2 2 years ago
  3. GrimRita

    What a shock – Sega misleading again. They did the same thing with Shogun 2 – the bullshots, the trailers etc and ‘forgot’ to mention that the game wouldnt ship with DX11 support until after 6 months, despite all the media using DX11.

    This is one of the reasons why I am not going to get any Sega game as a Day #1 purchase, including CoH2 and Rome 2.

    Until they learn to sort themselves out, I will be keeping my cash.

    #3 2 years ago
  4. karma

    Sega aren’t the only ones doing this, you guys played BioShock Infinite and then watched any of those gameplay demos? Huge difference in those demos compared to what we ended up with. The demos portrayed Infinite as more of a BioShock 1 feeling type game, with deep and meaningful emergent gameplay and choices. What we ended up with was much more of a on-rails (pun intended) linear movie style shooter, with all of the cool things from the demos taken out. Still a good game, but not at all the game that they said it was going to be. Certainly not a worthy successor to the greatness of BioShock 1 & 2 and System Shock 2.

    #4 2 years ago
  5. SeWICX


    #5 2 years ago
  6. foxmulder555

    fair play to him, gearbox still need to be accountable

    #6 2 years ago
  7. EZXPSnazzyPanic

    #4 this is what I said about Bioshock I was soo disappointed [Spoilers] you did’nt even get to fight the song bird[spoilers], the big ass levels were removed and cannons, telekensis and well all the interesting points of the trailer that made me soo excited were not there even player choice is not there like what happened to zepplins being an actual enemy ??? this game was a lie but aslong as you have a “well written ending” it’s ok.

    #7 2 years ago
  8. ps3fanboy

    you know what to do guys… claim your money back for false advertising. its your right as a customer.

    #8 2 years ago
  9. MadFingerz

    1. Gearbox has done this more than once in the past (e.g. Brothers in Arms) so I would blame the publisher for trusting so much on them.

    2. Post #4 is right, even MGS4 looked better a year or so before launch.

    #9 2 years ago

Comments are now closed on this article.