Last week, in a civil case in Ireland, Conor McGregor was ruled against in response to a woman accusing him of sexual assault in 2018. As a result, game developer IO Interactive has announced that they will be removing McGregor from the Hitman: World of Assassination game. The mission was added earlier this month and was intended to run until December 8, despite McGregor’s controversial history and ongoing legal battles.
This collaboration between McGregor and the Hitman game was already questionable given McGregor’s track record of controversial behavior, including allegations of racism, assault charges, and multiple instances of violence. The decision to collaborate with him raised ethical concerns around celebrity endorsements and the impact they can have on a studio’s reputation. Other celebrities, such as Dr DisRespect, have faced similar controversies that led to partnerships being dissolved.
The practice of celebrity endorsements in gaming poses risks for studios and can lead to reputational damage when a celebrity’s actions come to light. It is argued that celebrity cameos in games add little value and that studios should be more selective in their collaborations. While collaborations between studios are less risky and can bring exposure to lesser-known games, tapping into the controversy surrounding certain celebrities for clout may ultimately be detrimental. Celebrity endorsements in gaming should be more carefully considered to avoid potential negative impacts on a studio’s reputation.
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