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Social media users win as Mass Effect 3 producers forced to change ending April 6, 2012

Posted by rmshepard in Uncategorized.
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Video game makers Bioware and Electronic Arts came under attack in early 2012 when gamers took to social media to protest the ending of Mass Effect 3, the last part of a popular alien-war trilogy. Gamers were especially disappointed with the final sequence of the game, and created Facebook groups and Twitter feeds with taglines like “Demand a Better Ending” and “Retake Mass Effect.” Bioware founder and CEO Ray Muzkya attempted to quell the resistance by promising to look into alternatives. However, other game makers came to the defense of Bioware and Electronic Arts, and suggested that art should not be changed by an audience.

According to the latest update on this story, social media users have won their battle. Bioware announced at the beginning of April 2012 that they would release an extended cut of Mass Effect 3 – with a different ending – by the end of the summer.

For more on this story, see the following video:

Discussion Questions:

1.  What does the Mass Effect 3 debacle demonstrate about the influence of social media in public relations?

2.  Should works of art be changed to adapt to audience reviews? Why, or why not?

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