Call of Duty: Black Ops 3 developer Treyarch was “shocked” by the backlash to a recent Twitter stunt.
Late last month the Call of Duty Twitter account changed its name and assets, presenting itself as an in-fiction news service. When the account began reporting on a terrorist incident, the tweets were widely shared and mistaken for genuine news reports, resulting in confusion and distress.
Call of Duty, Activision and Treyarch have been widely criticised for this stunt. The marketing team responsible for it is yet to comment on the matter, but campaign and Zombies director Jason Blundell has issued a personal apology.
“I personally am very sorry for anyone who looked at it and got the wrong idea because it genuinely wasn’t meant that way,” he told IGN.
“It was done on our channel, and it was to talk about the fiction of the world. I think we were as shocked as everybody else when it started blowing up, because essentially we were teeing up ready for a story beat. So again, very sorry for anyone who took it that way.”
Blundell’s full comment is worth reading, as he goes into a little more detail on the intent of the stunt.
Call of Duty: Black Ops 3 launches on November 6 for PC, PlayStation 3, PS4, Xbox 360 and Xbox One.