Bethesda Losing No Sleep over Wolfenstein’s Anti-Nazi Marketing
The shooting genre is built upon piles of dead Nazis; When the original Wolfenstein debuted, it was perfectly acceptable to view them as the enemy. According to Bethesda’s VP, Pete Hines, that is still the case. And anyone who thinks otherwise is not a customer Bethesda cares to serve.
Considering the current political climate of the United States, many people feel that Machine Games’ Wolfenstein II is hitting close to home with its anti-Nazi propaganda. However, the message behind the franchise has been consistent throughout the years. The only thing that’s changed is the world, which is why Hines defended the game’s marketing message. He said as much in an interview with Gamesindustry.biz:
“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.”
Of course, Bethesda isn’t in the habit of making political statements. The year of Wolfenstein II‘s release just happens to coincide with the year Nazis are taking to the streets. Before 2017, it’s unlikely anyone would have considered the game even remotely controversial. The thought is something Hines and many other sane people find disconcerting.
“At the time none of us expected that the game would be seen as a comment on current issues, but here we are,” Hines continued. “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.”
In other words, no one cares if anyone’s offended by the content of Wolfenstein II: The New Colossus. If you love shooters, buy the game; if you love great design, buy the game; if you don’t care for Nazis, buy the game.