Former Bethesda Boss Pete Hines’s Controversial Stance on Naming 2017’s Prey

The 2017 release of Prey, developed by Arkane Studios and published by Bethesda Softworks, was met with both critical acclaim and considerable confusion. A key point of contention for many players revolved around the game’s title, which seemingly bore little resemblance to the original Prey released in 2006, or its subsequently canceled sequel. This disconnect raised questions about the decision-making process behind the naming convention, and as it turns out, a significant internal battle was waged, spearheaded by none other than former Bethesda marketing executive Pete Hines.

Pete Hines’s Opposition: A Fight Against Brand Confusion

Pete Hines, a prominent figure at Bethesda for many years, publicly voiced his strong disapproval of naming the 2017 title Prey. In an interview with dbltap, Hines revealed the extent of his internal resistance, stating, “I definitely pissed some people off internally over that because I fought so hard against using that name.” This candid admission underscores the depth of his conviction that the title was a misstep that ultimately hampered the game’s marketing and reception.

Hines elaborated on his concerns, highlighting the amount of time and resources that were dedicated to justifying the title rather than promoting the game’s core features and unique gameplay elements. “I’m the head of the spear, but I had a lot of people across my team–brand, PR and community–and we feel like we’re burdening it with a name where we spend more time explaining why it’s called Prey than we do talking about the game,” Hines explained. His statement underlines the perceived inefficiency of having to constantly address the disconnect between the title and the actual game content.

Hines’s perspective was rooted in the belief that the name created an unnecessary obstacle in the marketing process. He felt that the company was squandering valuable opportunities to showcase the game’s innovative mechanics, compelling narrative, and immersive world by getting bogged down in explaining the reasoning behind the seemingly incongruous title.

The Rationale Behind a Controversial Decision: Marketing and Brand Recognition

Despite Hines’s fervent opposition, the decision to name the game Prey ultimately prevailed. While the specific reasons behind this decision remain somewhat opaque, it is likely that a combination of factors played a role, primarily centering around marketing considerations and brand recognition.

One plausible explanation is that Bethesda sought to leverage the existing brand recognition associated with the Prey name. Even though the 2017 title shared little narrative or gameplay connection with the original, the name carried a certain degree of familiarity and awareness within the gaming community. By utilizing the Prey moniker, Bethesda may have hoped to capitalize on this existing recognition to generate initial interest and visibility for the new game.

Another possible factor could have been related to market positioning. The original Prey was a first-person shooter that incorporated elements of science fiction and horror. The 2017 Prey, while significantly different in terms of gameplay mechanics, also incorporated themes of science fiction and horror, albeit with a greater emphasis on psychological elements and exploration. Bethesda may have felt that the Prey name accurately conveyed the game’s genre and thematic underpinnings, thereby helping to attract players who were fans of these types of experiences.

Finally, it is worth noting that reboots and re-imaginings are a common practice in the video game industry. Bethesda may have viewed the 2017 Prey as a spiritual successor to the original, rather than a direct sequel. In this context, the Prey name could have been seen as a way to acknowledge the franchise’s legacy while simultaneously establishing a new and distinct identity for the game.

The Fallout: Player Confusion and Marketing Challenges

Pete Hines’s concerns about the potential for confusion surrounding the Prey title proved to be well-founded. Upon the game’s release, many players expressed confusion and frustration over the lack of connection between the 2017 Prey and its predecessor. This confusion manifested in various ways, including online forum discussions, social media posts, and even negative reviews that criticized the game for not living up to the expectations set by the original Prey.

The marketing team at Bethesda faced the unenviable task of constantly addressing these concerns and clarifying the relationship (or lack thereof) between the two games. As Hines predicted, a significant amount of time and resources were devoted to explaining why the 2017 title was called Prey, rather than focusing on promoting the game’s unique features and gameplay mechanics.

This situation undoubtedly created challenges for Bethesda’s marketing efforts. Instead of being able to focus solely on showcasing the game’s strengths and generating excitement among potential players, the marketing team was forced to constantly address the issue of the title and manage player expectations. This likely diverted attention and resources away from other marketing initiatives, potentially hindering the game’s overall sales and success.

Alternate Title Considerations: What Could Have Been?

Given Pete Hines’s strong opposition to the Prey title, it is natural to wonder what alternate names were considered, and how they might have impacted the game’s reception. While the specific details of these internal discussions remain confidential, we can speculate on some potential alternative titles that might have been more fitting for the 2017 Prey.

One possibility could have been a title that emphasized the game’s unique setting and premise. The game takes place on Talos I, a space station orbiting the moon, which has been overrun by a hostile alien species known as the Typhon. A title that alluded to the space station or the alien threat could have been more effective in conveying the game’s core themes and gameplay elements.

Another option could have been a title that highlighted the game’s psychological horror elements. Prey features a compelling narrative that explores themes of identity, memory, and paranoia. A title that hinted at these psychological aspects could have resonated more strongly with players who were drawn to the game’s story and atmosphere.

Ultimately, the decision to name the game Prey was a calculated risk that ultimately backfired, at least in the eyes of Pete Hines and many players. While the title may have generated initial interest and visibility, it also created confusion and misaligned expectations, potentially hindering the game’s overall success.

The Legacy of Prey (2017): A Great Game Overshadowed by a Controversial Title

Despite the controversy surrounding its title, the 2017 Prey is widely regarded as a critical success. The game received praise for its immersive world, compelling narrative, and innovative gameplay mechanics, earning numerous awards and accolades from gaming publications and organizations.

Prey’s gameplay emphasizes player choice and exploration, allowing players to approach challenges in a variety of ways. The game also features a unique system of character progression, which allows players to acquire new abilities and customize their playstyle.

The game’s narrative is a complex and thought-provoking exploration of identity, memory, and the nature of humanity. Players assume the role of Morgan Yu, a scientist who is working on Talos I to study the Typhon aliens. As the game progresses, Morgan uncovers a series of dark secrets about their past and the nature of their research.

Despite its critical acclaim, the 2017 Prey may have been somewhat overshadowed by the controversy surrounding its title. Many players were turned off by the lack of connection to the original Prey, while others were simply confused by the name. This likely impacted the game’s sales and overall reach.

Lessons Learned: The Importance of Accurate Game Titles

The story of the 2017 Prey serves as a cautionary tale about the importance of choosing accurate and appropriate titles for video games. While marketing considerations and brand recognition are important factors, it is crucial to ensure that the title accurately reflects the game’s content and gameplay.

A misleading or confusing title can create misaligned expectations, leading to player frustration and negative reviews. In the case of Prey, the title created a disconnect between the game and its audience, ultimately hindering its marketing efforts and potentially impacting its overall success.

When choosing a title for a video game, developers and publishers should carefully consider the following factors:

• Accuracy: Does the title accurately reflect the game’s content and gameplay mechanics?
• Clarity: Is the title clear and easy to understand?
• Relevance: Is the title relevant to the game’s target audience?
• Originality: Is the title unique and memorable?

By carefully considering these factors, developers and publishers can choose a title that accurately represents their game and resonates with their target audience.

Looking Ahead: The Future of the Prey Franchise

Despite the controversy surrounding its title, the 2017 Prey has garnered a dedicated fanbase and is widely regarded as a cult classic. The game’s unique gameplay mechanics, compelling narrative, and immersive world have resonated with players who appreciate thought-provoking and challenging experiences.

Given the game’s critical acclaim and devoted fanbase, there is considerable interest in the future of the Prey franchise. While Bethesda has not announced any official plans for a sequel or spin-off, the possibility remains that the Prey universe could be revisited in the future.

If Bethesda were to develop a new Prey game, it would be crucial to carefully consider the title and ensure that it accurately reflects the game’s content and gameplay. Perhaps a new title could avoid the “Prey” moniker to avoid additional confusion. The potential for a sequel is there, but Bethesda needs to proceed with caution. They will also need to carefully build upon the foundation laid by the 2017 Prey and deliver a unique and memorable experience.