Game Over: Resetting the Relationship Between Video Game and

Transcription

Game
oveR
RESETTING THE RELATIONSHIP BETWEEN
VIDEO GAME AND GUN MANUFACTURERS
A REPORT BY
MOMS DEMAND ACTION FOR GUN SENSE
IN AMERICA AND GUN TRUTH PROJECT
JUNE 2013
Video games expose our
brand to a young audience
who are considered
possible future owners.
- Ralph Vaughn, Negotiator for Firearms Manufacturer Barrett
Game
oveR
RESETTING THE RELATIONSHIP BETWEEN
VIDEO GAME AND GUN MANUFACTURERS
A REPORT BY
MOMS DEMAND ACTION FOR GUN SENSE
IN AMERICA AND GUN TRUTH PROJECT
JUNE 2013
GUN TRUTH PROJECT
The report Game Over: Resetting the Relationship Between Video Game and
Gun Manufacturers was produced by Moms Demand Action for Gun Sense
in America and Gun Truth Project.
COPYRIGHT © 2013
Introduction
Following the recent string of mass shootings, a number of public leaders have sought ways to reduce
the gun violence epidemic in this country. Some have focused on fixing the nation’s gun laws, others
have pushed to strengthen the mental health system, and some have narrowed in on the ready supply
of military style assault weapons.
Many others have questioned the impact of violence in the media, especially in video games that
feature realistic environments and first-person shooting.
The New York Times reported in December 2012 that studies have found no connection between
the virtual violence depicted in video games and the real-world gun violence that claims tens of
thousands of American lives every year.1 But another connection has been revealed – one between
video game publishers and gun manufacturers.
Video game makers, aiming to produce realistic virtual experiences featuring authentic firearms, have
often included many actual brands and products in their games. To solidify this arrangement, many
of the large video game makers have entered into financial relationships with gun manufacturers. In
some cases, money has been exchanged to secure product placement or legal rights. In one scenario,
video game product launches have been tied to online marketplaces for customers to purchase
weapons used in the game.
By entering into financial, promotional or legal relationships with gun manufacturers and featuring
their weapons, video game publishers are going beyond entertainment. They are blurring the line
between fiction and reality in ways that can have tragic consequences.
Anders Behring Breivik, who shot and killed 69 people and detonated a bomb that killed eight others
in Norway in 2011, said he improved his marksmanship by playing Call of Duty.2 Adam Lanza was also
reportedly an avid player of that game, which features a number of rifles made by Bushmaster. Lanza
later used a Bushmaster .233 caliber to kill 26 people, including 20 elementary school children, in
Newtown, Connecticut.3
To be clear, violent video games were not the cause of either of these tragedies. But one can certainly
see the link between the promotion of actual, real life weapons in video games and the way in which
the shootings were carried out. For the sake of public safety, and the safety of their customers, the
makers of these games should not enter into deals that connect fantasy to reality, promote the gun
industry and spark ideas in the heads of individuals inclined to mass violence.
introduction | 01
The Pursuit of Realness
Manufacturers of popular first-person shooter video games have long sought to increase the
authenticity -- the “realness”, as game design jargon calls it -- of their products. The more exciting and
realistic the game, the greater the potential for profit.
When entertainment software developers recreate the savagery of the battlefield or of criminal gun
violence, they respond to audience demand for sharper imagery and greater immediacy and aim to set
new precedents for violence and verisimilitude.4 It is no accident that many video game makers put a
premium on the accuracy of the smallest details – whether they are portraying clothes, or vehicles, or
weapons.
As the first-person shooter game has evolved, many developers have included realistic guns, modeled
exactly after actual firearms, as the primary instruments. This trend has become more noticeable
in the past decade, as makers of military-inspired, tactical first-person shooter games have chosen
to set their games against the backdrop of real-world conflicts. To lend what some call “enhanced
authenticity” to the experience, many of the guns are designed to look, sound and function exactly
like the real thing. In some instances, companies have entered into financial agreements with firearms
manufacturers to ensure legal protection when featuring specific gun models.5
Though few details regarding these arrangements have been disclosed, some of the companies
known to be involved have spoken out and made clear that the placement of branded, highly-realistic
guns in video games is intended to boost sales of real firearms.
One firearm featured in video games is the Barrett M82, a .50-caliber sniper rifle that has become
a tactical cornerstone in American infantry operations in the Middle East and is also available
commercially. In fact, it is one of the largest sniper rifle on the market, and it is one of the weapons of
choice in the Call of Duty video game franchise, owned by Activision Blizzard.6
“We’ve worked with companies to send our sniper rifles into video games.
Which ones? Our license agreement prohibits us from mentioning a company
by name. [However,] you are welcome to check out the Call of Duty series.”
Ralph Vaughn, Negotiator for Barrett
02 | game over: resetting the relationship between video game and gun manufacturers
“It is hard to qualify to what extent rifle
sales have increased as a result of being in
games, but video games expose our brand
to a young audience who are considered
possible future owners,” said Ralph Vaughn,
one of Barrett’s negotiators who arranges
deals with game makers, in an interview
with Eurogamer.net’s Simon Parkin. “We’ve
worked with companies to send our sniper
rifles into video games. Which ones?
Our license agreement prohibits us from
mentioning a company by name. [However,]
you are welcome to check out the Call of
Duty series.”7
Vaughn also said that Barrett requires its
licensing partners to purchase at least one
of the company’s guns to use in the 3D
modeling process.
Similarly, McMillan, which makes another
high-powered sniper rifle, and Magpul,
which manufactures high-capacity
magazines and other parts for modifying
assault-style weapons, have partnered
with video game titan Electronic Arts on
one of the game maker’s more recent
blockbusters, Medal of Honor: Warfighter.
Magpul even made a video with EA,
showcasing the collaboration between
the two companies in developing and
marketing both the guns and the game.8
Medal of Honor: Warfighter
Released by Electronic Arts in October 2012, Medal
of Honor: Warfighter features a number of weapons
that bear the brand name, model name and are
designed in the exact likeness of real firearms.
One such example is the McMillan Tac-300 boltaction sniper rifle. Electronic Arts made licensing
arrangements with McMillan Group International
for the use of the gun and the McMillan brand
name in the most recent Medal of Honor release.
The agreement included a marketing arrangement
in which EA filmed a promotional video for the
game, showing the real weapons being handled by
men dressed like characters in the game.
Similarly, Magpul, the manufacturer of a number
of assault-style weapon accessories including
extended magazine clips, partnered with EA on the
Medal of Honor: Warfighter development, licensing
the use of its products and name in the game, and
also participating in the promotional photo and
video shoot with McMillan and Electronic Arts.
In May of this year, Electronic Arts announced
that it would sever its licensing connections to all
gun manufacturers, though the company claimed
that it would continue to use the guns’ brand and
model names, and their likeness in the games,
citing First Amendment and fair-use laws in
justification.
The Pursuit of Realness | 03
call of duty:
Modern warfare
The Colt M1911, seen here, is featured in
ActiVision Blizzard’s 2007 title, “Call of Duty 4:
Modern Warfare.” The gun’s design in the game
mirrors the real thing, right down to the branding
on the side of the pistol, which is visible to players
when reloading.
Grand Theft Auto iv
While such agreements clearly act
as promotional vehicles for gun
manufacturers, it is less clear what
benefit the video game makers reap on
their end.9 Sources in the video game
industry report that they can achieve the
realism of battlefield or street weapons
without necessarily having to spell out the
exact make and model. While licensing
agreements, once signed, can ward off the
risk of legal tussles with the gun industry,
they can also be contentious and expensive
to hammer out. Some companies avoid
them altogether by making careful
adjustments to the appearance of guns in
games and to the names they are given.
“We covered ourselves from a legal angle
[by not using any] names or manufacturers.
The general rule is that you can use the
model delineation but you can’t use
its proper name manufacturer name
without prior permission,” an unnamed
game developer formerly employed by
Codemasters, the maker of the US Marinescentric first-person shooter Operation
Flashpoint, told Eurogamer.net. “We were
being so careful that we checked, doublechecked and in many cases triple-checked
with legal that we could use the weapon
model numbers.”10
The M590A1 is a weapon of choice in the Rockstar
Games smash-hit Grand Theft Auto 4. The combatstyle shotgun is one of several branded weapons,
designed to look and function exactly like the real
thing, featured in the Grand Theft Auto series.
EA ENDS LICENSING DEALS
Electronic Arts (NASDAQ:EA) is a publicly traded producer and publisher of video games. Founded in
1982 and based in Redwood City, California, the company has grown to the second-largest video game
manufacturer in America (and third-largest worldwide), with revenues of $4.2 Billion in 2012.i
The company is known for game franchises including Madden NFL, NBA Live, FIFA, Rock Band, SimCity
and The Sims. EA also publishes first-person shooter games with more violent settings and plotlines
including the Battlefield and Medal of Honor series.
Medal of Honor was first created in 1999 by Steven Spielberg and Dreamworks Interactive.ii The game
has evolved over more than a dozen installments and has been offered on a number of platforms. The
more recent versions of the game have moved the storyline out ofWorld War II into the present day.
In one of these latest versions of the game, Medal of Honor: Warfighter, Electronic Arts began to blur
the line between publishing a violent video game and marketing weapons that fuel real-life gun
violence. Around the game’s October 2012 launch, EA created a website featuring the manufacturers
of the firearms, knives and combat-style equipment depicted and provided links to sites for visitors to
purchase the real weapons.iii EA also created a video showcasing many of the products it has licensed
from gun manufacturers including the McMillan Group, which makes a 50-caliber sniper rifle, and
Magpul, which makes and sells high-capacity magazines and other accessories for assault weapons.
The company faced a backlash and ultimately removed the links from the website after it discovered
visitors could click through to partner websites. EA spokesperson Jeff Brown commented via email:
“We felt it was inappropriate and took the links down.”iv The company said it received no money from
the manufacturers,v but rather, used the promotion to raise money for charity. Following the negative
response, Brown said: “We won’t do that again.”vi
In May 2013, EA announced it would no longer enter into licensing deals with gun manufacturers. The
company still plans to feature branded weapons in its games but will no longer pay licensing fees to
manufacturers, citing fair use laws. ”A book doesn’t pay for saying the word ‘Colt’,” said EA’s President of
Labels Frank Gibeau in an interview with Reuters. That theory is now being tested in the current court case
between the company and Textron, Inc, the parent company of the maker of a helicopter depicted in EA’s
“Battlefield” series.vIi
games and guns
A number of popular video game titles feature depictions of real life firearms. Partnering with the
manufacturer of the gun for licensing or product placement deals is a well-known practice in the
industry, but few representatives are willing to discuss specific marketing relationships on record,
often times because contracts legally prohibited them from doing so.
GAME
TITLE
PRODUCER/
PUBLISHER
EXAMPLES OF GUNS
USED IN GAME
RED ORCHESTRA 2:
HEROES OF STALINGRAD
Tripwire Interactive
Karabiner 98 Kurz, Erfurter
Maschinenfabrik MP40
HALF-LIFE 2
Valve Corporation
Colt Python .357 Magnum, Franchi
SPAS-12, Heckler & Koch MP7
COUNTER-STRIKE
Valve Corporation
Beretta 92G Elite, Kahr Desert
Eagle, Glock-18, Intratec Tec-9
PAYDAY: THE HEIST
Overkill Software
Mikhail Kalashnikov AK-47
CALL OF DUTY:
BLACK OPS II
Treyarch (subsidiary of
Activision Bilzzard)
Remington 870 MCS,Barrett M82,
Fabrique Nationale Mk 48, Heckler
& Koch M8A1,
CALL OF DUTY 4:
MODERN WARFARE
Treyarch (subsidiary of
Activision Bilzzard)
Colt M4 Carbine, Colt M16, Mikhail
Kalashnikov AK-47, MP44, Colt
M1911
GRAND THEFT AUTO IV
Take-Two Interactive Software
Beretta M9, Kahr Desert Eagle,
Mossberg M590A1
BATTLEFIELD 2
Electronic Arts
Colt M4 Carbine, Colt M16, FN
Herstal SCAR-L
MEDAL OF HONOR:
WARFIGHTER
Electronic Arts
McMillan Tac-300, Colt M1911
The potential downside of negotiating with
the gun industry was clearly illustrated
when Electronic Arts butted heads with
Bell Helicopter and its parent company
Textron while it was still in development
of its game Battlefield 3. EA was interested
in a licensing agreement over a number
of helicopter designs but negotiations
broke down in December 2011. Shortly
afterward, Textron sent EA a cease-anddesist letter demanding that designs for
the AH-1Z Viper, the UH-1Y, and the V-22
Osprey be removed from the game. EA
countered with a lawsuit, arguing that the
First Amendment and fair use laws afford
the company and its games sufficient
protection to go ahead.11
“The Bell-manufactured helicopters
depicted in Battlefield 3 are just a few
of countless creative visual, audio, plot
and programming elements that make
up EA’s expressive work, a first-person
military combat simulation,” EA said in
its complaint.12 The U.S. District Court,
Northern District of California has set a
jury trial for June of this year to settle the
matter.13
Half-Life 2
Valve’s Half-Life 2, an enormously popular firstperson shooter released in November 2004,
features a Colt Python .357 Magnum. The game
includes a number of guns that bear the same
model and brand name, as well as an exact
likeness, as the real guns manufactured by Colt
and other gun makers.
Red Orchestra 2:
Heroes of Stalingrad
The game Red Orchestra 2: Heroes of Stalingrad,
released in September 2011, features the
Karabiner 98 Kurz (abbreviated Kar98K) assault
rifle, a German-developed World War II-era gun that
is still used in the wars fought around the world.
video games and newtown
ADAM LANZA AN AVID PLAYER
OF ACTIVISION’S “CALL OF DUTY”
The New York Times reported on March 28, 2013
that law enforcement officials “believed that Mr.
Lanza had spent most of his time in the basement
of the home, primarily playing a warfare video
game, ‘Call of Duty’” and that witnesses “considered
Mr. Lanza to be a ‘shut-in and an avid gamer who
plays ‘Call of Duty,’ amongst other games.’”viii
LANZA SHOOTS AND KILLS 26 PEOPLE
AT SANDY HOOK ELEMENTARY SCHOOL
On December 14th, 2012, Adam Lanza shot and
killed 20 elementary school students and six
educators in Newtown, Connecticut, in one of the
nation’s deadliest school shootings. In the hours
after the tragedy, President Obama says “our hearts
are broken,” and people across the country join
together to show support for Newtown families.
LANZA USES GUN FEATURED IN “CALL
OF DUTY” IN NEWTOWN SHOOTING
Police reported that Lanza used a Bushmaster
XM15-E2S to fire 154 shots. The semiautomatic
rifle is manufactured by Bushmaster, which is part
of the Freedom Group. Reuters reported that rifles
made by Bushmaster have appeared in the Call of
Duty series. The game features a “special thanks”
to three other gun manufacturers, Colt, Barrett and
Remington.ix
First-person shooter games have
enjoyed success without licensing
deals with firearms manufacturers and
without branded weapons. Perhaps the
best example is the Nintendo 64 game
GoldenEye 007, a pioneer in the first-person
shooter arena. Late in the production
process, the game’s producer, Ken Lobb,
instructed the game’s developers not to use
genuine brand names. The game makers
gave each of the weapons a fabricated
nickname instead. The Walther PPK
thus became the PP7; the Tokarev TT-33
Russian semi-automatic pistol became
the DD44 Dostovei, named after David
Doak, one of the game’s designers; and the
Skorpion VZ/61 became the Klobb, named
after Ken Lobb.14
GoldenEye 007 sold more than 8 million
copies following its release in 1997,
making it the third-highest selling game
in Nintendo’s history.15 It is not clear that
using the firearms’ real brand names
would have improved those sales figures.
Activision’s Call of Duty: Modern Warfare
3 has sold more than 26 million copies,
but that may be due to the overall level of
realism and violence and wide availability
more than the branding. Call of Duty 3,
released in 2006, scarcely topped 7 million
units, spread across at least four gaming
platforms.16 EA’s 2012 title, Medal of Honor:
Warfighter, has moved a mere 2 million
units.17
Goldeneye 007:
profitable and responsible
Released in 1997 exclusively for the Nintendo 64
gaming system, “GoldenEye 007,” was a pioneer
in first-person shooter game technology and was
an enormously popular game by the benchmarks
of its time. “GoldenEye 007” eventually sold more
than 8 million copies worldwide, making it the
third highest-selling game in Nintendo history.
The makers of the game featured guns designed
to look like the real thing, but ultimately decided
during the development process that it would be
best not to use the brand and model names of the
guns being portrayed. Instead, game developers
changed the names of the guns in the game.
Though it was released fifteen years earlier, and
on only a single gaming platform, the “GoldenEye
007” game sold 8.1 million copies worldwide.x That
figure still stands up to popular games of more
recent years, which have had the added advantage
of being offered on multiple gaming platforms.
26.5M
Units
Sold
8.1M
Units
Sold
GoldenEye
(1997)x
Nintendo 64
7.15M
Units
Sold
Call of Duty 3
(2006)
Xbox 360, Wii,
Playstation 2/3
2M
Units
Sold
Call of Duty:
Modern
Warfare 3
(2011)xi
Xbox 360, Wii,
Playstation 3, DS
Medal of Honor:
Warfighter
(2012)xii
Xbox 360, Wii,
Playstation 3, PC
recommendations
Video game companies have a responsibility – to their customers and the general public – with the
games they produce and promote. Featuring real guns in their games may create a more realistic
user-experience, but entering into financial relationships with gun manufacturers should not be part of
the equation, because they only promote gun sales and cause more real-life violence.
Major video game publishers should pledge to no longer enter into any financial, promotional or legal
relationships with gun manufacturers. That means:
• No future licensing arrangements where the company pays a gun manufacturer to feature their
products in games
• No future product placement deals where the company accepts payment for featuring specific
firearms in video games or other related marketing
Video game companies have a responsibility – to their customers and the general public – with the
games they produce and promote. Featuring real guns in their games may create a more realistic
user-experience, but entering into financial relationships with gun manufacturers should not be part of
the equation, because they only promote the sale of real guns that can fuel real-life violence when in
the wrong hands.
“The action games we will release this year will not include
licensed images of weapons.”
Jeff Brown, Electronic Arts Spokesperson
endnotes
MAIN TEXT
iv.Ibid.
1.
Barry Meier and Andrew Martin, “Real and Virtual Firearms Nurture a
Marketing Link,” The New York Times, December 24, 2012, accessed
June 6, 2013, http://www.nytimes.com/2012/12/25/business/realand-virtual-firearms-nurture-marketing-link.html?_r=0.
v.
2.
Mark Lewis and David Jolly, “Norwegian Defends Shooting and
Regrets Death Toll Wasn’t Higher,” The New York Times, April 19, 2012,
accessed June 6, 2013, http://www.nytimes.com/2012/04/20/world/
europe/norwegian-says-attack-was-in-the-works-for-years.html?_r=0.
3.
N.R. Kleinfield, Ray Rivera and Serge Kovaleski, “Newtown Killer’s
Obsessions, in Chilling Detail,” The New York Times, March 28, 2013,
accessed June 6, 2013, http://www.nytimes.com/2013/03/29/
nyregion/search-warrants-reveal-items-seized-at-adam-lanzas-home.
html?pagewanted=all.
Malathi Nayak, “Video game maker drops gun makers, not their guns,”
Reuters, May 7, 2013, accessed June 6, 2013, http://www.reuters.com/
article/2013/05/07/us-videogames-guns-idUSBRE9460U720130507.
vi.Ibid.
vii.Ibid.
viii. N.R. Kleinfield, Ray Rivera and Serge Kovaleski, “Newtown Killer’s
Obsessions, in Chilling Detail,” The New York Times, March 28, 2013,
accessed June 6, 2013, http://www.nytimes.com/2013/03/29/
nyregion/search-warrants-reveal-items-seized-at-adam-lanzas-home.
html?pagewanted=all.
ix.
x.
“GoldenEye 007,” VGChartz.com, May 18, 2013, accessed June 6,
2013, http://www.vgchartz.com/game/877/ goldeneye-007/.
4.
William D’Angelo, “Call of Duty: A Sales History,” VGChartz.com,
May 30, 2012, accessed June 6, 2013, http://www.vgchartz.com/
article/250163/call-of-duty-a-sales-history/.
5.
xi.
William D’Angelo, “Call of Duty: A Sales History,” VGChartz. com,
May 30, 2012, accessed June 6, 2013, http://www. vgchartz.com/
6.
Simon Parkin, “Shooters: How Video Games Fund Arms
Manufacturers,” EuroGamer.net, January 31, 2013, accessed June 6,
2013, http://www.eurogamer.net/articles/2013-02-01-shooters-howvideo-games-fund-arms-manufacturers.
xii.
Mike Wehner, “Medal of Honor Warfighter Sales Continue to
Disappoint,” The Escapist, November 9, 2012, accessed June 6, 2013,
http://www.escapistmagazine.com/news/view/120577-Medal-ofHonor-Warfighter-Sales-Continue-to-Disappoint.
7.
Ibid.
8.
June 6, 2013, http://www.nytimes.com/2012/12/25/business/realand-virtual-firearms-nurture-marketing-link.html?_r=0.
9.
Simon Parkin, “Shooters: How Video Games Fund Arms
Manufacturers,” EuroGamer.net, January 31, 2013, accessed June 6,
2013, http://www.eurogamer.net/articles/2013-02-01-shooters-howvideo-games-fund-arms-manufacturers.
10. Ibid.
VIDEO GAME SIDEBARS
Medal of Honor Warfighter
Text: Barry Meier and Andrew Martin, “Real and Virtual Firearms Nurture
a Marketing Link,” The New York Times, December 24, 2012, accessed June
6, 2013, http://www.nytimes.com/2012/12/25/business/real-and-virtualfirearms-nurture-marketing-link.html?_r=0.
Image: http://mygaming.co.za/news/news/39221-medal-of-honorwarfighter-pre-order-bonuses-limited-edition-revealed.html
11. Chris Morris, “EA sued for helicopter imagery in ‘Battlefield 3’,” January
9, 2012, accessed June 6, 2013, http://games.yahoo.com/blogs/
plugged-in/ea-sued-helicopter-imagery-battlefield-3-215407944.html.
Call of Duty: Modern Warfare
12. Ibid.
Image: http://letterstotheeditorblog.dallasnews.com/files/2013/01/
AX070_5216_9.jpg
13. Ibid.
14. Ibid.
15. “GoldenEye 007,” VGChartz.com, May 18, 2013, accessed June 6,
2013, http://www.vgchartz.com/game/877/goldeneye-007/.
16. William D’Angelo, “Call of Duty: A Sales History,” VGChartz.com,
May 30, 2012, accessed June 6, 2013, http://www.vgchartz.com/
17. Mike Wehner, “Medal of Honor Warfighter Sales Continue to
Disappoint,” The Escapist, November 9, 2012, accessed June 6, 2013,
http://www.escapistmagazine.com/news/view/120577-Medal-ofHonor-Warfighter-Sales-Continue-to-Disappoint.
Text: “Call of Duty: M8A1,” callofduty.wikia.com, undated, accessed June
6, 2013, http://callofduty.wikia.com/wiki/M8A1.
Grand Theft Auto IV
Text: “GTA 5 Weapons,” igtav.com, May 24, 2013, accessed June 6, 2013,
http://www.igta5.com/weapons.
Image: http://www.gtagaming.com/images/mods/1342482462_3.jpg
Half-Life 2
Text: “Half-Life Wiki: Colt Python,” half-life.wikia.com, undated, accessed
June 6, 2013, http://half-life.wikia.com/wiki/Colt_Python.
Image: http://smod.wdfiles.com/local--files/weapon:357/wpn_pic02_c.
jpg
SIDEBARS AND CASE STUDIES
Red Orchestra 2: Heroes of Stalingrad
i.
“Gaming Company Top 25,” Software Top 100, accessed June 6, 2013,
http://www.softwaretop100.org/gaming-company-top-25
ii.
Colin Campbell, “How Stephen Spielberg Inspired Today’s Top
Shooters,” IGN.com, accessed June 6, 2013, http://www.ign.com/
articles/2012/05/30/how-steven-spielberg-inspired-todays-topshooters
Text: “Red Orchestra 2: Heroes of Stalingrad Walkthrough,” gamefront.
com, September 8, 2011, accessed June 6, 2013, http://www.gamefront.
com/red-orchestra-2-heroes-of-stalingrad-walkthrough/.
iii.
Image: http://oyster.ignimgs.com/ve3d/
images/06/89/68943_RedOrchestraHeroesOfStalingradExclusiveVoodooExtremeScreenshot-02_normal.jpg
June 6, 2013, http://www.nytimes.com/2012/12/25/business/realand-virtual-firearms-nurture-marketing-link.html?_r=0
endnotes | 11

Game Over: Resetting the Relationship Between Video Game and

Transcription

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