On the day that multiple Bethesda studios were closed, Xbox revealed a new “Fire Vapor”controller, which players deemed to be in poor taste.
The trend of job cuts in the gaming industry persisted on May 7 with the announcement that Microsoft would be closing multiple Bethesda Softworks studios.
Multiple studios were closed down, including Arcane Austin (Redfall), Tango Gameworks (Hi-Fi Rush), and Alpha Dog Games (Mighty Doom). In the meantime, Roundhouse Games will combine with ZeniMax Online to assist with the continuous development of Elder Scrolls Online.
Microsoft has added insult to injury by introducing a new Xbox controller, named the “Fire Vapor,”through their marketing efforts. To compound the situation, the initial post on the Xbox Wire website for the gamepad encouraged players to “Feel the Burn Today,”just hours after news of the layoffs had been released.
Microsoft has revised the write-up and given it a new title, “Introducing the Fire Vapor Special Edition Controller.”Despite this, Tom Warren from The Verge was able to save a screenshot of the original headline.
Microsoft asks Xbox gamers to “Feel the Burn Today”with yet another special edition Xbox controller on the same day it shuts Xbox studios 😬 really unfortunate timing for this https://t.co/hf33bd3ufC pic.twitter.com/Puuy0xr9e9
— Tom Warren (@tomwarren) May 7, 2024
Despite the poor timing, the response to Xbox’s marketing group has been undeniably harsh. In fact, one individual joked on Warren’s tweet that the team is probably run by Beavis and Butthead.
Another individual remarked, “This should definitely be included in the list of examples showcasing how Microsoft marketing is completely disconnected from reality.”
The controversial announcement is also receiving criticism on Twitter. In response to Wario64’s tweet about the controller, one user questioned if Microsoft was purposely provoking the community by releasing a controller that seemed to “burn”their devoted fanbase on the same day they announced the departure of Tango and Arkane.
It is highly probable that the original headline was a mere error, a post that was composed and planned days, if not weeks, beforehand. However, even without the unfortunate wording, the news does not appear positive.
After the news of layoffs emerged, Dinga Bakaba, the Co-Creative Director of Arkane Lyon, emphasized to executives the importance of prioritizing the well-being of the artists who bring value to the corporation.
Even though the latest closures of Xbox studios have caused frustration, it is important to note that this is not an isolated issue. Microsoft has not disclosed the number of employees who will be affected by these closures. Other major companies, such as Sony who cut 900 jobs this year, EA who released nearly 700 employees, and Take-Two who recently reduced positions at Private Division and closed Roll7 and Intercept Games, have also faced similar challenges.
In 2024 alone, the industry has experienced an estimated 10,000 job losses. This explains why what would typically be an innocent controller unveiling has only added to the frustration.
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