IW pulls viral with gay slur acronym

By Tom Bramwell Published 2 November, 2009

Bowling "can appreciate the concerns".

Infinity Ward has disowned a viral video in which some American football bloke does a skit about grenades because it ends with a text joke based on a homophobic slur.

The video, which is still on YouTube, is done in the style of a public information message, and ends by saying it's brought to you by an organisation called "Fight Against Grenade Spam".

Inevitably this prompted some concern among, well, humans.

Some humans brought this concern up with Robert "No Dedicated Servers" Bowling [surely "fourtwozero" - Ed], Infinity Ward's community man, who accepted that it was a bit off.

"I agree. I think the core gag is great, the end is a bit too far from the intent of the joke and can appreciate the concerns. Pulled," he tweeted.

Someone else had pointed out that perhaps Infinity Ward should be trying to distance itself from individuals who finds gay slurs amusing rather than courting them.

"I think it was more of a social commentary joke of that stereotype than it was a fist-bump of acceptance to it," Bowling tweeted.

Picture of Tom.

About Tom Bramwell

Tom is Operations director of Eurogamer Network and Editor-at-Large of Eurogamer.net. He joined the company in February 2000.

Read more articles from Tom by visiting the Tom Bramwell archive page.

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Comments (64) Latest comment 2 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • Xerx3s #1 2 years ago

    Wow IW, not doing too good on the PR lately, are we?

  • ZuluHero #2 2 years ago

    Being a member of the Coalition for the Liberation of Itinerant Tree Dwellers i don't see what all the fuss is about. Grenade Spam is a serious problem...

    Hmm... Maybe juvenile acronyms don't go down well anymore?

  • thedaveeyres #3 2 years ago

    Jesus.

    Who's their head PR guy? Jim fucking Davidson?

    So... pricing, no servers for the PC brigade, shooting millions of civvies and now casual homophobia... the're doing their level best to claim the title of the biggest bunch of cunts in videogaming. It's a tough gig but I reckon they're getting there.

  • Digital_Forge #4 2 years ago

    @Zuluhero

    I know how you feel, being a member of the Committee for the Liberation and Integration of Terrifying Organisms and their Rehabilitation Into Society.

  • the_dudefather #5 2 years ago

    that's pretty gay

  • cianchristopher #6 2 years ago

    Jesus, I can't remember a time when a major release was preceded by this much negative PR.

    Are they trying to scupper their own chances?

    And why is Ed interjecting in the Ed's article? Are there two Ed's maybe? Or is that just a guy actually named Ed?

  • keyboardmonkey #7 2 years ago

    They should get the members of the Film Actors Guild to voice their opinion on this matter.

  • dirk_aircool #8 2 years ago

    I dont get it .

  • Razorus #9 2 years ago

    Those damn humans, always complaining about something.

  • fiery_jackass #10 2 years ago

    "the core gag is great"
    ?
    the core gag is not there. Some guy saying he doesn't like random grenades, they're for "pussies" and then *drum roll* he gets blown up by a load of random grenades! Whilst saying "fuck"!!

    hilarious

  • skillian #11 2 years ago

    This is all very amusing when lined up with Robert Bowlings interview on MCV where he points out how IW are doing all the marketing and PR themselves, and how other devs should follow suit.

    [link url=http://www.mcvuk.com/news/36241/Infini ty-Ward-Devs-should-do-the-marketing
    ]http://ww w.mcvuk.com/news/36241/Infinity...[/link]
    Edited by 1 at 02/11/09 @ 10:37

  • king2001 #12 2 years ago

    @Digital_Forge

    As CEO of Tired Objectives Never Get Updated Enterprises I believe we should join forces for the greater good.

    Hope this offer won't rub you up the wrong way.

  • wizlon #13 2 years ago

    IW are just trying to see how far they can push the public while still selling 50 Bazillion games. It's like they don't need to try so much they are actually trying to scuttle themselves.

  • kimchibaka #14 2 years ago

    I can't believe Bowling's still in a job after all the community gaffes around the last Modern Warfare (not least when he was caught blogging that the 'PS3 is a turd of a console'). The guy is completely incompetent.
    Edited by 1 at 02/11/09 @ 11:06

  • zakrocz #15 2 years ago

    No matter what, the words fag, faggot and gay are always going to be used as detremental terms in our society; get over it homosexuals, your sexual preferences are after all a bit gay aren't they

  • Murton #16 2 years ago

    Am I the only one that thought that the joke was perfectly aimed at COD's core market?

    @ thedaveeyes - maybe they have a bet with someone that they can out-douche Gabe Newell. Only explanation I can think of for all these screw ups.

    On the other hand, if the game tanks (it won't unfortunately but if it did) they can blame it on negative PR running up to release rather than it just being another the "more of the same - run and gun" that the COD franchise has become. Maybe other developers should follow suit as they have suggested.

  • el_pollo_diablo #17 2 years ago

    Well it is an army game. Just saying!

    (edit: not that I'm saying that the army is made up of meat headed homophobic killers, no sir!)
    Edited by 1 at 02/11/09 @ 17:11

  • Doctor_What #18 2 years ago

    Casually used homophobic language really is exceptionally tedious. Gay, fag, faggot, blah blah blah. It's part of the reason that I don't bother playing online very often.

    I'm way past finding those words offensive, now they just bore me senseless.

  • actionfitz #19 2 years ago

    "I think it was more of a social commentary joke"

    I think it nails the core MW community perfectly. Being that of little 14 year old racist homophobes - based on personal experience.
    But then the same could be said for any of the xbox live shooters.

  • Skurmedel #20 2 years ago

    Even without the acronym, how could this video possibly be funny?

  • Bassassin #21 2 years ago

    This sort of thing's getting increasingly common, which is why most big corporations now employ a dedicated Acronym Research & Selection Exexcutive.

    Looks like that would be an excellent career choice for a lot of people here. :)

  • darkmorgado #22 2 years ago

    I'm way past finding those words offensive, now they just bore me senseless.

    Unfortunately, as a gay man myself, I do find these words extremely offensive. That's not me being a prude, or being "militant" to borrow a phrase from the lovely Nick Griffin. But the now-popular use of the word "gay" as a generic word for something that is "crap" is a massive backward step and undermines decades of fighting for equality.
    For people who don't seem to realise why it's offensive, the next time you see something you don't like, why not try saying "that's so nigger" and see what reaction you get around black people.

  • darkmorgado #23 2 years ago

    I think it nails the core MW community perfectly. Being that of little 14 year old racist homophobes - based on personal experience.

    Exactly, which is why I outright refuse to play FPS games online (aside from the fact that I suck at them!). I don't want my enjoyment of a game constantly tarnished by hearing a bunch of bigots screaming homophobic insults at each other every two seconds.

    I'm sure I heard a while back that Microsoft are working with GLAAD in America to crack down on homophobia over XBL (after the whole gamertag thing where someone got banned for being a lesbian). Would be interesting to see if they are still doing anything, or if MS bowed to the pressure of many of its corporate sponsors and shareholders and ducked out of it. I remember there being a lot of threats sent to Microsoft when they backed gay marriage.

  • Mooglepies #24 2 years ago

    I sniggered. Or can I not say that anymore because if you take the s off it becomes rude?

    On topic, I did actually smirk at this; regardless of whether you agree with homophobic slurs or not, when you watch the killcam and you see your killer just lobbing 3 grenades after spawning, you DO rage, and you DO think sweary.

  • skillian #25 2 years ago

    Exactly, which is why I outright refuse to play FPS games online

    It's honestly not like that on a well-run server on the PC. No help if the PC version's no good to you of course.

    edit: Haha, I forgot for a moment there - that won't be possible with MW2 anyway because no dedicated servers.
    Edited by 1 at 02/11/09 @ 12:33

  • Bazfrag #26 2 years ago

    I'm finding myself moving from my personal boycott of Activision to considering physically preventing people from buying their junk!! Of course, thats not possible until the senate grants me "Emergency Powers"
    Edited by 1 at 02/11/09 @ 12:40

  • Shadders #27 2 years ago

    How did they not consider for one minute that this might be a bit tasteless.

    Only last week I said that I trusted IW to handle their terrorist shenanigans well; as they're a studio I respect.

    However, now it just seems that they're totally lacking in any form of class. I would have considered this toilet humour when I was in high school, but now I'm just embarrassed for them.

  • sneetch #28 2 years ago

    @Mooglepies
    I sniggered. Or can I not say that anymore because if you take the s off it becomes rude?

    It's "rude" with the s on too: I take it you are familiar with the concept of appending an s onto a noun to get the plural form in English? It's not always the case but that's what you usually do.

    Edit: boy is my face red. I apologise Mooglepies, I completely misunderstood your post and went on a hissy fit based on that misunderstanding. Sorry for my sarcastic tone, I'm currently in the middle of a hell of a stomach infection and I'm afraid I'm venting it at people. I'll stop.

    Thanks kanga and fiery_jackass.
    Edited by 3 at 02/11/09 @ 16:08

  • fiery_jackass #29 2 years ago

    prepend, not append, sneetch.

    also, etymologically speaking, I think you're way off the mark.

    "snicker".

  • pervertron #30 2 years ago

    I think the guy doing the PR knew exactly what he was doing:

    1) Appeal to an audience of teenagers who'd buy this game.
    2) Do something controversial that creates more publicity.

    That's why I think they are a bunch of see you next Tuesdays.

    It's really sad, as I've always thought of the COD games (those done by IW anyway) as being so good that they sell themselves - and now they have to descend to this level of juvenile rubbish.

  • sneetch #31 2 years ago

    @fiery_jackass
    prepend, not append, sneetch.

    also, etymologically speaking, I think you're way off the mark.

    "snicker".

    No, I don't think so, to prepend means to add something to the start. So if I prepend a s to the word "car" I'd get "scar". Append means adding something to the end. So appending a s onto the noun "car" would be "cars". Which is the plural. Which is what I said. :)

    Also, I suspect the second part is not directed at me? I can't make any sense of it if it is. In general, I don't think the historical source of the word changes the plural form in English. I might be wrong. I don't think so though.

  • fiery_jackass #32 2 years ago

    >sneetch
    I'd misinterpreted what you meant when you said:
    It's "rude" with the s on too: I take it you are familiar with the concept of appending an s onto a noun to get the plural form in English?
    I'd thought you'd meant that the word "snigger" was somehow derived from "nigger" by some weird prepend pluralisation, hence was "rude with the s on too". I'd thought people were thinking the words had a shared ancestry because of a Griffin-esque notion that all black people laugh like Muttley from Wacky Races or something.

    crossed wires.

  • Rodigee #33 2 years ago

    Cole Hamels is a baseball player, not a football player.

  • CrispyLog #34 2 years ago

    Why are people complaining about the FAGS thing? The guy said grenade spamming is for 'pussies'. Surely that is even more offensive as it isn't even hidden as an acronym. Plus the word is sexist, offensive and degrading to women. It implies that their genital area is (as are the grande spammers) scum and is used as an insult. Or is it ok to be sexist but not homophobic?

  • crazyhorse174 #35 2 years ago

    Why are people complaining about the FAGS thing? The guy said grenade spamming is for 'pussies'. Surely that is even more offensive as it isn't even hidden as an acronym. Plus the word is sexist, offensive and degrading to women. It implies that their genital area is (as are the grande spammers) scum and is used as an insult. Or is it ok to be sexist but not homophobic?

    It doesnt always have that meaning - funnily enough, a pussy is also another name for a cat! Just because you call someone a pussy, doesnt necessarily mean that your insinuating they resemble the female genitalia.

    No, you have the word 'fanny' for that.

  • VibratingDonkey #36 2 years ago

    That MCVUK article continues to be absolutely fantastic. It ought to be framed.

  • Sunyavadin #37 2 years ago

    I'll stick with my Sci-fi shooters thanks, and my membership in the Committee for the Liberation and Integration of Terrifying Organisms and their Rehabilitation Into Society.

  • sneetch #38 2 years ago

    @fiery_jackass

    Ah, I see. Crossed wires alright, hehe, you confused the hell out of me! :)

  • CrispyLog #39 2 years ago

    @ crazyhorse

    Yes but in that context, it doesn't mean cat does it. Just like fag obviously doesn't mean cig. They are saying pussies to mean they are resorting to cheap tactics because they are weak like a woman. Just like with fags implying they are weak like homosexuals. Both are offensive and vulgar.

  • sneetch #40 2 years ago

    @crazyhorse174

    I agree, in WoW I used to raid with a guy who got into a shitstorm because he referred to someone as "weak as a pussy" on vent, he said (and having met him in person I completely believe him, he's in his fifties and just not that kinda guy) that he meant a kitten but the guildmaster and half the guild couldn't believe that he meant anything but female genitalia. So basically they believed that their interpretation must the correct one and therefore he must be lying. Sad really.

  • kangarootoo #41 2 years ago

    @sneetch

    Some confusion has occurred.

    When Mooglepies was talking about removing the s, he/she was talking about the word "sniggered".

    I assume you thought he was talking about "fags".

    Hence, what fiery_jackass said to you seemed to make no sense.

    You were both right... just about two different things :)

  • MENTAL1ST Verified Senior Software Engineer, Picsel UK Ltd. #42 2 years ago

    I wonder if the whole FAGS thing is supposed to be a reference to the Westboro Baptish Church of 'GOD HATES FAGS' Louis Theroux / Keith Allen documentary fame:

    http://images-cdn01.associatedcontent.co... etc.

  • MENTAL1ST Verified Senior Software Engineer, Picsel UK Ltd. #43 2 years ago

    Is everyone else getting Gay Tony ads bracketing this sorty, by the way?

    Nice.

  • kangarootoo #44 2 years ago

    @Mentalist(air)

    I wouldn't have thought so. Its not like the term isn't the favourite weapon of choice of any hormonal teenage gamer anywhere on the planet.

    It is kind of a shame that IW thought it would be good to make a joke that only makes sense if you believe their main fanbase consists of homophobic kids (and a greater shame that the truth is probably true).
    Edited by 1 at 02/11/09 @ 15:26

  • bazer53988 #45 2 years ago

    lucky he did no ask fora cigarette!!!! by it other name the would be a up roar everyone should chill

    For all you know it was against smokers lol

  • JahB #46 2 years ago

    you just can't crack a joke anymore these days. no matter what you say, some part of the PC brigade will throw a hissy fit....

    they used pussy, fuck and fags. 3 words you'll hear within the first 5 minutes of your very first online CoD experience. the vid was generally funny, but hey, let's pull it, because we don't want hurt anybody's feelings..... i'm sick and tired of all this PC bullshit.

  • thedaveeyres #47 2 years ago

    @JahB

    I think you'll feel more at home here

  • sneetch #48 2 years ago

    @kangarootoo

    Ah, thanks for clearing that up. I'm more confused than I thought.

  • Skurmedel #49 2 years ago

    Yes it was such comedy gold JahB, even Monty Python would be jealous. As darkmorgado said, what if the acronym spelled out "nigger" (something I've also been called on CoD 4), would you see it as more okay? Nobody complained about the use of "fuck" or "pussy", don't know where you got that from. There was however a debate over what the word "pussy" implied.

  • Slo_Mo #50 2 years ago

    Played the game and beyond the glitz its a bit shit tbh

  • skillian #51 2 years ago

    @JahB

    Surely you can see the difference between a kid on Xbox Live using the term and Infinity Ward?

    This is a company who in one breath are joking about fags and pussies, and in the next breath trying to convince us they are tackling the serious subject of terrorists slaughtering civilians in a mature and responsible manner.

  • Shadders #52 2 years ago

    +1 Skillian - If there was an applaud button, I'd be hammering it right now.

    This is a company who in one breath are joking about fags and pussies, and in the next breath trying to convince us they are tackling the serious subject of terrorists slaughtering civilians in a mature and responsible manner.

    That pretty much sums up this whole sorry charade - And to think, they were proud that they were handling their own PR for this game.

  • kangarootoo #53 2 years ago

    @JahB

    A kid using the word as an insult on Live is a bad thing though, and it comes at the expense of some of the other players present. Such a person is a being a git.

    IW condoning the "mirth" that results is entirely different. Are IW trying to raise gaming to a new level of maturity, or dwell in the gutter with a (hopefully) minority of their players. Or are they confused as to which is their plan?

    Edit: seems I am repeating skillian.
    Edited by 2 at 02/11/09 @ 16:48

  • xTakk #54 2 years ago

    huh..? okay so how in what way, shape or form is that video homophobic?!

    I watched the video about 5 times and not once did the thought of this being directed at stopping gays or whatever.. pop into my head.

    seriously society needs a good cup of man up.

  • Skurmedel #55 2 years ago

    Read the first page of comments again :)

  • BigAl-1992 #56 2 years ago

    I found it funny when I found out what the name actually was, but that said, I think IW really have had a sorry PR stunt and this is really making things worse.

  • Shadders #57 2 years ago

    @xTakk "huh..? okay so how in what way, shape or form is that video homophobic?! "

    For real? If I was to make an ad with the tag: Nation Invaders Gather Ground Every Ruddy Second I think it would be understandable if certain racial equality groups were to take umbrage with me.

    It doesn't matter that there is no mention of homosexual behaviour or peoples. The term "fags" on its own is an offensive term for gay people, much like nigger is to black people (although perhaps not with the same history, not that I think that's relevant). Infinity Ward have shown a great ignorance, disrespect and juvenility in this ad, and unfortunately, Takk your response shows a similar ignorance.

  • kongzi #58 2 years ago

    juvenile.. and that from a game that can only kill me in single player by spamming grenades at me on veteran.

  • Mark1412 #59 2 years ago

    I love reading the 'Xbox Live is full of racist 14 year olds, that's why I don't play" comment, like... if you don't play, how do you know? As an avid online gamer who's both capable of muting players (I know I know, the X button is a tough one to reach), utilising party chat or, you know, not actually using the headset, I rarely find such horrible feature-destroying people and go on enjoying the innate brilliance at the heart of competitive gaming.

  • Shadders #60 2 years ago

    Mark1421 - You'll be ecstatic to hear that MW2 disables your Xbox's ability to do party chat then.

    http://ko taku.com/5395046/party-chat-not...

  • local_celebrity #61 2 years ago

    Well, I thought it was funny. You limeys need to lighten up a little.

    *slurps Bud*
    *slaps wife*

  • Skurmedel #62 2 years ago

    Lol... pass me some Bud, bud!

  • Oh-Bollox #63 2 years ago

    I think you're all being oversensitive about this because you're all really gay.

  • Shadders #64 2 years ago

    @HugeXbox360Fan

    I think you've inadvertently hit the nail on the head, the problem, is that you can't have it both ways, you can't on the one hand say that you're making a really serious, realistic game that accurately depicts the horrors of war and terrorism whilst then on the other say "lol gays".

    Saving Private Ryan is a great piece of cinema. So is Team America. Individually they're both fine,but you couldn't mix the two together and not expect people to get upset.

  • kangarootoo #65 2 years ago

    "Saving Private Ryan is a great piece of cinema. So is Team America. Individually they're both fine,but you couldn't mix the two together and not expect people to get upset."

    Brilliantly put.