Pete Hines Talks about Wolfenstein’s Anti-Nazi Advertising Campaign

Ahead of Wolfenstein II: The New Colossus’ release later this month, Bethesda became center of attention due to the game’s Anti-Nazi marketing campaign. The latest trailer of the upcoming game contained slogan “make America Nazi-free again” which received quite a bit of controversy due to the recent events in the United States. And recently, Bethesda’s Pete Hines talked about the marketing as he pointed out the game’s storyline as well as the audience.

Talking to, Hines said, “Wolfenstein has been a decidedly anti-Nazi series since the first release more than 20 years ago. We aren’t going to shy away from what the game is about. We don’t feel it’s a reach for us to say Nazis are bad and un-American, and we’re not worried about being on the right side of history here.”

“This is what our game is about. It’s what this franchise has always been about. We aren’t afraid to embrace what BJ stands for and what Wolfenstein represents. When it comes to Nazis, you can put us down in the ‘against’ column.”

Despite the controversial message, the VP stated that the game does not necessarily express specific political statements. He added that he finds the claim to be disturbing as he continued, “At the time none of us expected that the game would be seen as a comment on current issues, but here we are. Bethesda doesn’t develop games to make specific statements or incite political discussions. We make games that we think are fun, meaningful, and immersive for a mature audience.

“In Wolfenstein’s case, it’s pure coincidence that Nazis are marching in the streets of America this year. And it’s disturbing that the game can be considered a controversial political statement at all.”

While the latest advertising campaign might see the drop in sales due to the anti-Nazi slogan, he revealed that the series’ story has been clear since the first game and he believes that those who are against the anti-Nazi sentiment, won’t purchase the game anyways. He added, “We can’t speak to what other publishers choose to do and say with their games. As we’ve said many times before, fighting Nazis has been the core of Wolfenstein games for decades, and it isn’t really debatable that Nazis are, as Henry Jones Sr. said, ‘the slime of humanity.’ Certainly there’s a risk of alienating some customers, but to be honest, people who are against freeing the world from the hate and murder of a Nazi regime probably aren’t interested in playing Wolfenstein.”

Wolfenstein II: The New Colossus will come to PC, PlayStation 4 and Xbox One on October 27.

Featured Image: Flickr/BagoGames

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