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Review Bombings Make Things Worse For Bordelands 3 On Steam

Maybe stop doing that.

620 Comments

The Borderlands 3 reveal didn't go without its share of controversy, as developer Gearbox and publisher 2K announced that the game would be exclusive to the Epic Games Store until April 2020. This led many to review bomb older Borderlands games on Steam. However, this response might have inadvertently made things worse in the long run, as Gearbox studio head Randy Pitchford has expressed the experience has soured him on returning to Steam at all.

"Ironically, that this misuse is possible and that Steam has no interest in correcting this misuse makes me kind of happy about 2K's decision and makes me want to reconsider Gearbox Publishing's current posture on the platform," he said on Twitter.

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Now Playing: Borderlands 3 Steam Review Bombing Addressed By Gearbox Boss - GS News Update

The threat may have gotten Steam's attention, as the platform is discounting reviews, for the first time ever, on Borderlands 2. Steam implemented a recently added tool that flags "Off-Topic Review Activity" within a certain date range. The reviews are still present in the system, but aren't included in the aggregate user score. They're also accompanied by a note warning readers that the user review section includes "an abnormal set of reviews that we believe are largely unrelated to the likelihood that you would enjoy the product."

The same policy has since gone into effect for the original Borderlands and Borderlands: The Pre-Sequel. Each of them had undergone heavy review bombing--intentionally leaving low review scores to disrupt an aggregate user score--with many of the comments referencing the Epic exclusivity for the upcoming sequel. Steam's response has shown that it is able to take action in these cases, but Epic is still making inroads with its digital storefront so we likely haven't heard the last of these controversies.

Borderlands 3's Epic exclusivity window is actually shorter than that of some other recent games. It will last only six months, compared with twice that for a number of other titles. There's been no official word on why that is the case.

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neatfeatguy

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Folks, are you upset with Obsidian and their decision to make "The Outer Worlds" an EPIC exclusive as well?

I didn't see any kind of news posting here on GS about it, though it is possible I just overlooked it.

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Tiwill44

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@neatfeatguy: Personally, I won't support any game that does this while we still have a chance to fight back before platform exclusives become the norm on PC. I sincerely hope Valve won't fight back by doing the same thing, because I would lose respect for them.

But I suppose it's a bit less revolting when it's a new IP. When it's the long-awaited third game in a series that was first established on Steam, it's another story.

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neatfeatguy

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@Tiwill44: Understandable.

I personally won't support any game that does this. Publishers will have a lot of games tied to their names and even well established developers will. As long as they don't tie their games to an exclusivity deal, I'll purchase the game if it's one I want.

Games I was looking forward to and would probably have purchased: Metro Exodus, Borderlands 3 and The Outer Worlds. I won't support these games even once they start selling from other digital platforms (GoG, Steam, HumbleBundle, GMG, etc).

Will I miss out on possibly great games? Sure, it's very likely. But that's just how I feel about it all and what I choose to do. Shame really. The Outer Worlds looked promising....guess I'll never know.

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Tiwill44

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Edited By Tiwill44

@neatfeatguy: Pretty much how I feel about this whole thing.

I wish we had a way to legally own a game on PC without actually giving money to the publishers, for situations like this one. On consoles they have used games. It's kinda silly to think that the closest thing we have to that is piracy.

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deactivated-64efdf49333c4

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@Tiwill44: You could buy DLC. Apparently more of those sales goes to the devs than the actual game's sales.

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deactivated-64efdf49333c4

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@neatfeatguy: Not surprised. It's still 2K games we're talking about. They're like the only company that defended EA during the loot box fiasco (I'm not aware of any others).

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Jinzo_111887

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@neatfeatguy: Probably didn't have a chance to do it.

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Flyin3lvl

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""devs"" publishers etc etc ....get the better deal going to epic

but the customers still pay £60

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jenilya

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This is why I am happy Epic doesn't have a review system because all people use it for is trolling and review bombing. There is a certain poetic irony to all of this.

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Geogyf

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Edited By Geogyf

@jenilya: Almost every online store has a review section.

Over 90% of customers read online reviews & 88% trust the current online review system.

Over 70% of customers will buy a product only after reading a positive review.

Businesses that dont have online reviews have reliability problems (25%), Expertise problems (20%) and Professionalism problems (20%) according to multiple surveys.

My guess is that Epic has probably Expertise problems (since it misses a lot of key features according to its competition which is Steam, GoG, Origin, UPlay, etc). Most likely the reason for these problems is maybe because they cut costs (the sideffect of not having cloud saves, mod support & other features etc). Building infrastracture is costly.

But it also could be a Professionalism problem, after all on the subject of spying on Steam users the CEO of Epik said that it was a aside effect of "a rush job" https://www.gamesindustry.biz/articles/2019-03-15-epic-responds-to-accusations-of-steam-data-mining. Meaning they created their systems quickly, urgently, or without due care. This is the epitome of professionalism problems that are sometimes common in companies.

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Kezzy123

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@jenilya: how very short sighted. Review systems are working as intended. Promoting good products and developpers and diminishing undesirable ones. Trolling is not a thing with reviews. Its a direct representation of how the customer base feels. You can blame anyone but yourself if you want but at the end of the day, they got greedy and got review bombed as a result. Perfectly fair.

This isnt called trolling its called actions have consequences. If you think about your clients last, the clients will think about you last as well.

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saint311

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@Kezzy123: Ok, you don't know what defines "trolling" apparently. Nor do you understand the true intentions of a review of a game.

But since you'll probably reply w/ something irrelevant, let me explain. "Trolling" is doing something for a reaction. Plain and simple, at its base definition. So yes, the reviews ARE trolling and are successful at it.

Reviews are a player's thoughts on a particular game in and of itself. Review bombing a game in order to prevent sales of another game is NOT how reviews should work. That is NOT their intention.

Anyway, that's is all. You may now continue being an unhappy gamer for no reason besides entitlement and pettiness.

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SirNormanislost

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@saint311: ""Trolling" is doing something for a reaction. Plain and simple, at its base definition."

sounds like protesting to me as well, a public area on display where the dev can't delete messages or pretend it doesn't exist (like their forums)

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Kezzy123

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@saint311: im a happy gamer and I understand what Trolling means. Due to lack of other means of voicing dissatisfaction with a product they own due to what is perceived as a greedy business decision, customers can use their purchase as a token of limited power, and they do, and its clever.

People will learn. Instead of saying that they are reviewing a game poorly due to a business decision in the future, they will simply review it poorly without specifying why...or false reasons.

At the end of the day, its cause and effects. The business decision nets them more money at the cost of customer satisfaction. This is paid in a different way and this is the only way businesses can learn to work ethically instead of simply looking for extra cash and disregarding the playerbase.

At the end of the day, if you cannot support players voicing their dissatisfaction via means they have control over....You are doing yourself a disservice as a customer.

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jenilya

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@Kezzy123:
"I have a different opinion than you, so here let me insult you"

People knee jerk reaction and review bomb constantly. You give people a system to be anonymous and an arsehole and they will do it. I find it laughable that you are trying to justify review bombing. No, it just highlights everything wrong with Steam's review system and how petty the PC game community has become when they don't get what they want.

If Steam troll and review bombing is how it is intended to work then I feel very sorry for everyone involved. People like you want to look out for the consumer, but you care nothing for developers who make these games for you. Systems like this is why developers do the things they do. Perhaps you should stop being so fervently pro-consumer and look out for the people who are making these products for you.

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Kezzy123

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@jenilya: its funny how developpers who have ethical practices and value their customers do not have any issues. Its almost as if things were working the way they should.

But if you are ok with developpers being greedy and taking cash handouts while making you, the customer, having less options, and then chastising the same customer who has a legitimate concern, you are really only hurting yourself.

Cant fix stupid.

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uninspiredcup

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Edited By uninspiredcup

@jenilya: Because Epic's own published game "Risk Of Rain 2", a game with 0 marketing, isn't sitting with half a million sales and "overwhelmingly positive" right now. Purely through word of mouth, predominately on Steam.

That literally isn't happening right now, in stark contrast to another game they've Published, with shitty business practice.

It's all, one giant broad stroke, where we should actively support suppression, putting everything in the hands of Publishers, who time and time again have proven themselves to be, oh so wonderful, pro-consumer fellows.

Yes.

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deactivated-64efdf49333c4

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@uninspiredcup: But in your rage induced zeal, you're hammering games that don't deserve to be hammered. You're essentially lying to get what you want, which is exactly what these publishers you claim to revile so much do all the time.

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Kezzy123

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@Barighm: So if you go to a restaurant and for years they do fantastic and you have them at 5 stars but one day they get greedy and start penalizing you in some shape and form for the sake of their own pockets, you shouldnt review them to 1 star?

lol

they 10000% got exactly what they deserved. They arent happy with the consequences that their greed brought them and they are lashing at the customer who fed them which is a double negative on their part. Anyone still doing business with that sort of company is insane.

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uninspiredcup

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Edited By uninspiredcup

@Barighm: It's not lying if people are outright stating it's explicitly because of their business practice. Which, from looking, is exactly what ever single review is doing. So, that's really non-argument.

Your subjective opinion on if it deserves it doesn't really dictate other peoples. You're entitled to it, by all means, enjoy that freedom of expression.

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jenilya

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@uninspiredcup:
They aren't using the review system to review though, they are using to whine and complain. It's not what the review system was meant for, and it is abusing the system. This type of behavior just devalues game reviews as a whole. It's to the point where people don't even take reviews on any platform seriously anymore because it is so saturated with trolls and bombs.

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uninspiredcup

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Edited By uninspiredcup

@jenilya: Technically they are revewing the business practice, which directly relates to the product. '

I disagree. If anything it makes reviews more valuable. Here we are on Gamespot, in a article with 400+ comments, on articles that typically get 1-6, discussing the ethics of publishers. One of the few cases of the consumer being heard.

That's a lovely a thing. Probably pisses the shit out of big publishers because they'd love anything than a torch shun on their shitty practices;.

Randy with his piffy threat trying to judge people with no semblance of self-evaluation is a first hand demonstration of delusion.

Whining, is a good thing my friend. Gamers do not do enough of it. The industry has managed to reach bottom of the barrel levels of excess.

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jenilya

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Edited By jenilya

@uninspiredcup:

I wholeheartedly disagree. All gamers do nowadays is whine and they are quick to jump on bandwagons that are usually started without much evidence or proof of what the leader is generally accusing people of. Yeah there is a lot of bullshit that needs called out, but you don't use a review system to do it ESPECIALLY on another totally unrelated product. That is my whole point, I'm not disagreeing with anyone hating Epic. Just do the complaining somewhere else that makes sense.

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Jinzo_111887

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Edited By Jinzo_111887

@jenilya: Wrong. All you hear about is this kind of thing. It's been used legitimately, too.

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jenilya

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@Jinzo_111887:
It is used legitimately, until people don't get what they want like this. Borderlands 1 and 2 had amazingly high review scores and are generally considered top tier games. Now people just want to review bomb it and be childish. With amazing reviews like "**** Gearbox" or "**** Epic". Extremely accurate reviews of their games right? Oh yes, these reviews totally better the platform as a whole don't they? The review system is trash.

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Geogyf

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Edited By Geogyf

@jenilya: Negative reviews are very important actually. Over 85% of potential customers look negative reviews when they want to make a purchase. Over 90% of customers actively search for online reviews. Negative reviews are important because they make businesses grow & focus on their mistakes.

Now for the current situation:

1) Borderlands 3 was announced as an exclusive game on the Epic Store. Meaning that other big stores (like Steam & GoG, but especially Steam which has 20% of the global market wont get it).

2) Epic prepaid the publisher 2K a sizeable amount for 1 year exclusivity. This is a move that has immediate benefits (quick money). But it also has significant risks (you limit yourself to a smaller audience etc).

3) There was a sizable amount of negative reviews (over 4000 reviews just on Steam). This data shows a significant portion of your player base has shown their discontent. This may become problematic.

4) Lets assume that Borderlands doesnt get that many sales on Epic as the devs hoped. Now the data/marketing teams will have a possible causality (the amount of negative reviews 1 tear before) that they can directly link with the less than expected sales. This can happen but it also cant happen.

5) After the 1 year exclusivity ends, how will people that missed the game react? Games have a low life cycle & usually 1 year later the majorly discounted GOTY editions arrive. Will they buy BL3 for a 60$ price? IMO I dont think so. Lets remember that successes like GTA PC Edition (with extra FPS mode, extra car models, new missions etc) are quite uncommon in the industry.

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jenilya

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@Geogyf:
Do you have any numbers to support those first few sentences, or is that just a personal guesstimate? I'd actually like to see a report if you have one.

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Geogyf

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Edited By Geogyf

@jenilya: https://www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/

https://learn.g2crowd.com/customer-reviews-statistics

https://medium.com/@Peoplewave/the-importance-of-online-reviews-538b67efb5a9

https://fanandfuel.com/no-online-customer-reviews-means-big-problems-2017/

https://www.webmarketingpros.com/the-growing-importance-of-online-reviews/

There are multiple surveys on this subject available.

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Jinzo_111887

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@jenilya: Blame publishers and developers' actions. If they'd consider where the money from their games stems from, they'd consider asking gamers about this stuff before actually doing it. Review bombs aren't some random act of god.

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NinnyMugginz

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@Jinzo_111887: Don't listen to Jinzo. He has no idea how the industry or technology operates.

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Jinzo_111887

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Edited By Jinzo_111887

@ninnymugginz: Here you go:

Mekazoo.

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Bread_or_Decide

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PC gamers are now PC master complainers. Didn't take much to make their whole world crumble.

Hilarious.

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deactivated-64efdf49333c4

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@Bread_or_Decide: They've always been like this. Frankly, I think the only reason their games are cheaper and get free DLC updates is because PC devs are afraid some hacking group will destroy their website if they do anything to upset them.

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oOMitchOo

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I think people are outraged about this because it clearly isn't in the best interest of the gamers.

The publisher is ONLY interested in paying 10% instead of 30%.

The guys from Epic are ONLY interested in getting a big exclusive.

The sensible way would be to release it on BOTH stores... a little cheaper on the Epic Store (because of the 10% cut) and a little more expensive on Steam (because of the 30% cut).

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Toxic-Seahorse

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@oomitchoo: Because they know with that business model most people would still buy it on Steam. They know people don't want to use their poor excuse for as game store, so they have to force it by buying timed exclusives. It's a sleazy practice done by a once respected company. This isn't competition, it's paying to try to have a monopoly.

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bbq_R0ADK1LL

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I'm not a huge fan of Randy Pitchforks but I kinda agree with him on this one. Review bombing, especially for older games which are actually very good, is stupid.

What people are doing is not a review for Borderlands 2 or useful information for anyone wanting to play Borderlands 2. Vent your frustrations on Twitter or Reddit or something. Leave reviews to people who actually have something useful to say about the game.

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Jinzo_111887

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@bbq_R0ADK1LL: It's more effective to hit them in the pocketbooks, that's why reviews are the target.

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bbq_R0ADK1LL

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@Jinzo_111887: I don't know if sales of 7 year old games are still making them huge amounts of money, I don't think it's gonna hit them that hard.

*Also "Pitchforks" was an autocorrect. Stupid mobile phones.

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Jinzo_111887

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@bbq_R0ADK1LL: Apparently there's a market for old games. If there wasn't, the NES and SNES classic would have flopped and GOG wouldn't be still be adding older games to their store front.

It might be an autocorrect blunder, but in this case, it's fitting.

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deactivated-64efdf49333c4

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@Jinzo_111887: The best way to combat Randy Pitchford is to act exactly like Randy Pitchford. Well, they do say "fight fire with fire".

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Jinzo_111887

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@Barighm: Businesses seem too focused on money to care about consumers, so that's the only thing that can be targeted to get them to properly undo their mistake.

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Bread_or_Decide

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@Jinzo_111887: And now that everyone knows the reviews have been bombed they mean nothing.

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Jinzo_111887

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@Bread_or_Decide: Which is a problem as publishers and developers get off Scott free for their actions. Well, maybe Valve will allow Developers and Publishers to be reviewed in the future. It's being suggested on Steam already. Should mitigate bad game reviews to a more fitting target and cover all their products.

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xxdavidxcx87

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As anybody at square enix will tell you, timed exclusivity doesn't end well, majority of people myself included will buy on console if they can, or just wait for steam release and buy it at a lower price due to the age of the game.

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nintendians

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instead of bombing bad reviews on the game series, they should spam the publisher with email of why not releasing on both store at the same date and time instead.

in this case, go spam 2k games about it.

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PappaFost

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@nintendians: It was some unknown guy at 2K that made the decision. I.E., Randy's boss. It's funny that everyone gets mad at Randy about it. Personally he gets a pass in my book. He knows magic. I need to keep on his good side.

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Toxic-Seahorse

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@pappafost: While it is true that it was a 2K decision. Randy's defense of the awful decision and his outright attack on people who are mad about it is completely unwarranted.

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nintendians

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@pappafost: that's why fans of the series, should go annoy 2k employee or it's boss. riot at their company location's.

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