The Xbox found itself in an awkward situation when it revealed its latest Fire Vapor Special Edition wireless controller in the midst of studio closures in its gaming division. The initial announcement, titled “Feel the Burn,” seemed innocent at first glance, considering the themed design of the controller.
However, the timing couldn’t have been worse, as just hours before, Microsoft had announced the closure of several Bethesda studios, including Arkane Austin and Tango Gameworks.
Naturally, the association between the controller promotion with a slogan like “Feel the Burn” and the news of studio closures sparked criticism and accusations of insensitivity. Comments were abundant, pointing out that the company’s marketing strategy was deemed insensitive. Faced with the negative reaction, Xbox quickly took steps to rectify the situation.
In response to the criticism, Xbox changed the blog post introducing the Fire Vapor Special Edition Controller. The updated title, now with a more neutral tone, reads: “Introducing the Fire Vapor Special Edition Controller.” While the essence of the announcement remains unchanged, highlighting the passionate inspiration behind the controller’s design, the revised title aims to mitigate any unintentional insensitivity.
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