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Sega Claims Gearbox Did A Poor Job Marketing Aliens

We knew this would get ugly.

The legal battle concerning Sega, Gearbox Software, and the much-maligned Aliens: Colonial Marines continues.

In court documents filed this week that claims the game was falsely advertised, publisher Sega says the developer, Gearbox, handled much of the game's marketing. And they didn't do a good job.

According to Polygon, Sega says the E3 2011 demo for the game in question was created entirely by Gearbox. Many accuse this demo of misleading consumers, as the final product "bore little resemblance" to the final product. Gearbox representatives told Sega the demo was indeed indicative of the final game and furthermore, Sega claims the developer spoke to the public many times without being cleared to do so.

For instance, Gearbox president Randy Pitchford, who indulged in unauthorized promotion of Aliens: Colonial Marines. One Sega rep wrote in an email to colleagues in October 2012:

"Effectively--it's Randy [Pitchford] doing whatever the f**k he likes. Apparently he did it twice on [Borderlands 2] also, against all plans and despite the fact they asked him not to. I think our best result here is that we have no more panel sessions..."

The court filing further rebuts a Gearbox claim that it wasn't paid, despite the game's surprisingly solid sales (it ended up shipping 1.3 million copies). Sega says they did in fact pay the studio millions in advanced royalties made up from milestone payments. Gearbox maintains that they spent millions of their own money on the project.

'sigh' These things never end.

Related Game(s): Aliens: Colonial Marines

Tags: aliens colonial marines, gearbox software, sega

9/3/2014 9:21:55 PM Ben Dutka

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Legacy Comment System (8 posts)

Wednesday, September 03, 2014 @ 10:06:28 PM

Damn. That thing is STILL going on eh? Stop fighting and just try again. Fix your mistake. Suing the hell out of one another isn't going to fix the below average game you guys made. Stop being Americans about it and do something. Whether its, re-releasing the game with improved...well everything. Or make a sequel and be honest about what you're making. The original was not the worst thing ever made, and with more care and time that thing could have turned out to be something special.

Why are people so intent on suing each other or fighting amongst themselves lately. Its getting old, fast.

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Wednesday, September 03, 2014 @ 10:19:02 PM

"Stop being American about it" - Gimme a break. You sound like a fugitive from 4chan.

Anyway, this thing is STILL going on because Gearbox or SEGA didn't reply to the original lawsuit filed by two gamers in a whole year.

Gearbox was the one that spoke first. And it happened just a month ago. They accused SEGA of not paying them for the development of the game. That is why SEGA is now responding to said accusation.

Besides, these type of lawsuits always take time. So expect to read more about it for another couple of years.

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Thursday, September 04, 2014 @ 6:46:34 PM

Wow. Stop being American. That's the kind of ignorance that I LOVE to read.

What makes you think Sega or Gearbox would want to produce ANOTHER game with one another? That's an interesting suggestion. Try it with your own money and your own partner. I'm sure it'll be the greatest investment of your life!

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Wednesday, September 03, 2014 @ 10:09:17 PM

Maybe it was because it was a turd of a game that they produced too. You can polish a turd but all you have is a shiny turd when you're done.

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Wednesday, September 03, 2014 @ 10:13:55 PM

Difficult to market crap.

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Wednesday, September 03, 2014 @ 11:01:55 PM

This could have been the most marketed game in history, and it still wouldn't have redeemed it's unbelievably terrible quality.

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Thursday, September 04, 2014 @ 5:30:47 AM

okay 1st off i thought the pub is suppose to do that and 2nd it sound like it was a crap game anyway so whatever.

happy gaming

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Thursday, September 04, 2014 @ 4:55:17 PM

I would think marketing was the least of this game's problems.

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