American McGee, the creator behind Alice: Madness Returns, has criticised publisher Electronic Arts’ marketing efforts with the title, suggesting the firm attempted to “trick” gamers.
Specifically, McGee said that the trailers EA pumped out painted a false picture in regards to the game’s overall tone.
"What was frustrating was how EA Marketing interfered - telling [Shy The Sun] from the start that ALL creative direction and final say would come from them, not from us (the developer/creator of the story/tone)," McGee stated, during a Reddit AMA session.
"That resulted in trailers that were much darker and gorier than the game ... and that was a calculated disconnect created by EA. They wanted to 'trick' gamers into believing A:MR was a hard-core horror title, even though we refused to develop it in that tone."
"Their thinking is, even if the game isn't a hard-core horror title, you can market it as one and trick those customers into buying it (while driving away more casual customers, like female gamers, who might be turned off by really dark trailers). It's all a part of the race."
Alice: Madness Returns was released in June 2011 for PlayStation 3, PC and Xbox 360.