Acclaim comments on BMX XXX
Acclaim Entertainment responded today to the debate surrounding BMX XXX. As you recently read, three retailers have decided not to stock the racy game on their shelves. The stores are Walmart, Toys "R" Us, and Kay-Bee Toys, who claim the game does not belong in a retail environment. The game is for mature audiences only and contains nudity, dancing strippers, dogs fornicating, and very strong language. Due to this controversy, Acclaim has come out and made a direct statement relating to this recent development.
"Our response comes on the heels of stories appearing in mass media including broadcast which have taken the game out of its context and entertainment intent," said Alan Lewis, director of PR at Acclaim. About 60% of the videogame-owning population is above the age of 18, said Lewis, who pointed to other industries such as television and movies, which show such content.
"We believe that there is a general, unfair characterization of the interactive entertainment industry and as a result, our product is being held to an entirely different standard than other entertainment media with comparable content, including movies, television and radio," said Greg Fischbach, Co-Chairman and CEO of Acclaim. "According to NPD's August report, more than 60% of all next-generation hardware owners are men over the age of 18, and this combined with the fact that last year's number one-selling game was mature rated, fully supports our belief in the demand for this type of content."
"While we acknowledge that we are setting new benchmarks with BMX XXX, we are disappointed that there are groups who fail to see how this humorous product is truly on par with such widely accepted mainstream entertainment experiences, including movies like American Pie, and TV shows like The Sopranos and Sex and the City," added Fischbach. "As a leading publisher, we fully believe that consumers should have a right to choose their entertainment, and with that right comes the importance of responsible consumerism."
"This product was not designed for, nor is it being marketed to consumers under the age of 17, and we fully support the Electronic Software Rating Board and encourage consumers to utilize their rating systems to make educated purchases," concluded Fischbach.
10/17/2002 Matt Stensrud