It’s often said that no advertising is bad advertising, but THQ Nordic may have been the exception to that rule last week. The European publisher is on the rise lately, having snapped up many intellectual properties in the games industry market and establishing itself as a big name to keep an eye on in that region, alongside fellow luminaries such as Ubisoft and Focus Interactive.
Last week even saw the company hit another milestone: A marketing blunder. It all started when the publisher decided to host an “Ask Me Anything” session, an interactive Q&A usually seen on social platforms such as reddit. When it comes to AMAs, there’s always a chance for some smart-Alec to ask questions of a naughty nature, but such sessions are usually well moderated.
Only problem? THQ Nordic GmbH decided to host their AMA on…8Chan. 8Chan is essentially a pit of dank despair where decency goes to die, a hub of the absolute worst of humanity that hides behind a veil of anonymity and regularly shares awful horrible content, that ranges from Nazi propaganda to actual child pornography. It’s the kind of website that should not be allowed to exist, let alone touched with a 20-foot cattle prod.
A furore kicked up over THQ Nordic’s decision to host their AMA on that site, which wasn’t even seen as the company attempting to be edgy, but rather just in bad taste. PR and marketing director Philipp Brock apologised for the AMA shortly after the news broke, citing that he just didn’t get the controversy that the site was cloaked in. Yeah, and I’m going to win a basketball tournament despite the fact that I’m short enough to be disqualified from Limbo contests for having an unfair genetic advantage.
Now, THQ Nordic AB co-founder and CEO Lars Wingefors has come out to also set the record straight. “As Co-Founder and Group CEO of THQ Nordic AB, I take full responsibility for all of THQ Nordic GmbH‘s actions and communications,” Wingefors said in a statement.
I have spent the past several days conducting an internal investigation into this matter. I assure you that every member of the organization has learned from this past week’s events. I take this matter very seriously and we will take appropriate action to make sure we have the right policies and systems in place to avoid similar mistakes in the future.
As a Swedish based, fast growing group, we firmly support equality and diversity. We are also working actively to combat discrimination, harassment, and misconduct. We are already in the process of developing new work processes, based on the United Nations’ SDGs (Sustainable Development Goals) and using the GRI (Global Reporting Initiative) standards, and we will accelerate this work going forward.
If you need a little bit more confusion for your Tuesday morning, it was THQ Nordic GmbH and Brock who made the unbelievably bad decision to give 8Chan attention, not THQ Nordic AB which is the parent company to GmbH. The fact that the CEO of the main company itself had to issue an additional statement and clarify that the buck stopped with them, should speak volumes of the idiocy that was on display last week.
Last Updated: March 5, 2019
HvR
March 5, 2019 at 09:39
Ironically reporting and attitude as presented in this article and general outraged culture is precisely why 8chan exists. Inaccurate reporting and outrage against free expression moves parts of the moderate population over to platforms where they can express ideas freely and that in turn provides the resources and platform for small pockets and vile and extremist people to congregate. Then coverage and outrage and followed up reporting gives the platforms more air time which makes more disenfranchised which would have otherwise be moderate people to join the ranks of the vile.
RinceThis
March 6, 2019 at 08:39
Well it is a shit hole. Any site that allows child pornogrsohy CANNOT be described as anything but. Having outrage directed at it is literally the least we can do. I get what you are saying, but that is a lesson in philosophy. When it is actually a case of ‘this place is bad because it’s fucking bad’ symantics are a second place contender. Darryn is completely correct in his stance that 8chan is a shit show. Freedom of speech? Tell that to the kids who have their freedom broken with pictures shared on a site like 8chan.
HvR
March 6, 2019 at 11:20
Not saying it isn’t a shithole; I’m saying outrage reporting it what caused the shithole to be created and grow. I would love to see the site visitation stats on 8chan sure it increased tenfold due to this storm in a teacup.
Just small point of correction the site does not actually host illegal content; they do draw the line at what is illegal in the US. People on certain boards certainly post some deplorable heinous shit that is as close the line of illegal you can get without crossing it but then again probably makes the perfect honeypot for the FBI.
Raptor Rants
March 5, 2019 at 09:39
If only someone went and visited the site for a few minutes before the decision was made.
Original Heretic
March 5, 2019 at 10:09
Perhaps they do visit it… regularly.
Raptor Rants
March 5, 2019 at 10:09
The thick plottens!
Original Heretic
March 5, 2019 at 10:39
Oi! Stop stealing my lines.
Original Heretic
March 5, 2019 at 10:09
Good use of that meme.
Admiral Chief
March 5, 2019 at 10:23
Indeed. Had me some proper lolz back in the day
(assuming you mean good idea / bad idea)
Original Heretic
March 5, 2019 at 10:39
I meant the Ferrel “I don’t believe you”, actually.