10 years later, Doom co-creator John Romero has "apologised" to fans for a "terrible" Daikatana marketing campaign he "regrets" and "should have stopped".
Famously, a poster for the game told fans that "John Romero's about to make you his bitch".
"I knew it was risky, and I didn't want to do it. It didn't make sense. I mean, there's the whole culture of smack talk that goes with games and especially an FPS, and that was something I was known for," Romero told Gamesauce magazine (via IndustryGamers).
"You know, I never wanted to make you my bitch, not you, not them, not any of the other players and, most importantly, not any of my fans. Up until that ad, I felt I had a great relationship with the gamer and the game development community and that ad changed everything... I regret it and I apologise for it."
Romero recalled that he was "on top of the world back then" and the game suffered as a result of his celebrity mindset. "It's a miracle the game was even released. Everything was going wrong," he said.
These days, Romero is creative director at Gazillion. He hasn't completed and shipped a game in years.
Nevertheless, Romero remains upbeat - even about the possibility of reuniting with id Software and John Carmack.
"I have no doubt that if John and I decided to make another game it would be fresh and new and awesome," he said. "We've both grown a lot in the past 14 years and have a lot more experience, not only in game development but also in dealing with people and game teams.
"Many times you hear of musical groups getting back together after decades apart, and then they try to work together again everything explodes and falls apart because of personality and hubris. I really don't think that would happen with John and me," he added.