The Controversial Naming of Prey (2017) and Its Lingering Impact

The decision to name Arkane's critically acclaimed 2017 immersive sim Prey sparked considerable internal debate, particularly at Bethesda Softworks. Former head of marketing and communications, Pete Hines, openly expressed his strong disapproval of the title, citing the unnecessary confusion it generated. The shared name with an earlier, unrelated shooter and a famously abandoned sequel meant that the marketing and communications teams were burdened with the constant need to explain the game's lack of connection to its predecessors, diverting valuable resources and attention away from its unique qualities and strengths. This strategic misstep not only frustrated the marketing team but also significantly impacted key figures like Arkane founder Raphael Colantonio, who reportedly left the studio partly due to the imposition of the name.

The controversy surrounding the naming of the 2017 title stems from a complex history. The original Prey, developed by Human Head Studios and launched in 2006, garnered positive reception. Subsequently, a sequel was envisioned, though it evolved into a distinct spin-off featuring a new protagonist and an entirely different setting. Despite an impressive cinematic trailer that generated considerable excitement, this planned sequel ultimately faced cancellation, leaving a void and an expectation associated with the name. Years later, Bethesda opted to revive the "Prey" moniker for an entirely new project, which became Arkane's immersive sim. This decision, however, proved to be a source of ongoing confusion for both the developers and the public.

Pete Hines recounted his persistent efforts to dissuade the company from using the name, emphasizing how it became an obstacle rather than an asset. He highlighted the unproductive energy spent on clarifying the game's identity instead of generating enthusiasm for its innovative gameplay and narrative. Hines’s frustration was palpable, as he believed that the time and effort dedicated to resolving the naming conundrum could have been channeled into positive promotion. While acknowledging his failure to alter the decision, he maintained that he exhausted all avenues to change minds within the organization. This naming choice, though perhaps not solely responsible for the game's commercial performance, undeniably added an extra layer of complexity to its reception and marketing.

Ultimately, the saga of Prey (2017)'s title serves as a compelling case study in the crucial role of branding and naming conventions within the gaming industry. Despite the internal dissent and public confusion surrounding its name, the game itself stands as a testament to Arkane's development prowess. It offers a rich, engaging experience that, for many, transcends the initial ambiguity of its title. The fact that such a highly regarded game had to contend with an unhelpful and perplexing name underscores the lasting impact of such decisions on a product's journey to market and its ultimate legacy.