10 Dumbest Ways You’ve Been Sold Video Games
4. Halo 4's Doritos And Mountain Dew Disaster
Although "ethics in vidya gaeme jurnalizm" has become something of an internet meme thanks to the Gamergate industry drama from 2014, there was a point in 2012 where the cosiness of the gaming press and the advertisers that paid their bills came to an explosive head.
During interviews and promo material for Halo 4, many websites and personalities - including Geoff Keighley, pictured above - were publishing videos that involved an avalanche of Doritos and Mountain Dew product placement. Although the game was still discussed, many viewers rightly questioned whether the purpose of this content was to cover the actual release or just act as glorified commercials for the two companies.
Paid promotions and advertising in relation to video games is a fact of life, but in 2012 the practice had become indistinguishable from regular press coverage, to the point where you had no idea whether a piece of journalism was genuine or yet another marketing spin for an upcoming game.
I get that the stereotype of gamers - especially at the time - was that of a young Doritos devouring, Mountain Dew guzzling super-fan, but taking such a bullish approach to advertising, no matter how relevant, probably wasn't the best way to get the audience on your side.