Xbox just sent an email to its users to promote the upcoming release of Dead Rising 4 on Xbox One and Windows 10 PC. Doing that, anyway, it causes an uproar about possible racist content, but what really caused that is very… weird. I mean, it’s really hard to see racial content in such promotional email, even though Microsoft already issued an apology about that.
Basically, the email included a zombie saying “NNNGGGHHHHAAAA”, which, apparently, someone thought could be re-built into a racial insult to many of the Xbox users. Major Nelson was instantly notified about that and issued an apology on Twitter: “Today we sent a DR4 email where a zombie roar was interpreted by many as a racial slur. We apologize and promise to do better next time.”
They say it’s all publicity whether it’s good or bad, but in this case, with such big companies being very careful about never offend nor insult any share of their audiences, it’s surely something Microsoft needed to take a stand and clarify immediately. They did it. And we still don’t understand how can you read a racial insult into a zombie grunt.
Today we sent a DR4 email where a zombie roar was interpreted by many as a racial slur. We apologize and promise to do better next time.
— / Larry Hryb / + 1m (@majornelson) November 22, 2016