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RESETTING THE RELATIONSHIP BETWEEN
VIDEO GAME AND GUN MANUFACTURERS
A REPORT BY
MOMS DEMAND ACTION FOR GUN SENSE
IN AMERICA AND GUN TRUTH PROJECT
JUNE 2013
Video games expose our
brand to a young audience
who are considered
possible future owners.
A REPORT BY
MOMS DEMAND ACTION FOR GUN SENSE
IN AMERICA AND GUN TRUTH PROJECT
JUNE 2013
GUN TRUTH PROJECT
The report Game Over: Resetting the Relationship Between Video Game and
Gun Manufacturers was produced by Moms Demand Action for Gun Sense
in America and Gun Truth Project.
COPYRIGHT © 2013
Introduction
Following the recent string of mass shootings, a number of public leaders have sought ways to reduce
the gun violence epidemic in this country. Some have focused on fixing the nation’s gun laws, others
have pushed to strengthen the mental health system, and some have narrowed in on the ready supply
of military style assault weapons.
Many others have questioned the impact of violence in the media, especially in video games that
feature realistic environments and first-person shooting.
The New York Times reported in December 2012 that studies have found no connection between
the virtual violence depicted in video games and the real-world gun violence that claims tens of
thousands of American lives every year.1 But another connection has been revealed – one between
video game publishers and gun manufacturers.
Video game makers, aiming to produce realistic virtual experiences featuring authentic firearms, have
often included many actual brands and products in their games. To solidify this arrangement, many
of the large video game makers have entered into financial relationships with gun manufacturers. In
some cases, money has been exchanged to secure product placement or legal rights. In one scenario,
video game product launches have been tied to online marketplaces for customers to purchase
weapons used in the game.
By entering into financial, promotional or legal relationships with gun manufacturers and featuring
their weapons, video game publishers are going beyond entertainment. They are blurring the line
between fiction and reality in ways that can have tragic consequences.
Anders Behring Breivik, who shot and killed 69 people and detonated a bomb that killed eight others
in Norway in 2011, said he improved his marksmanship by playing Call of Duty.2 Adam Lanza was also
reportedly an avid player of that game, which features a number of rifles made by Bushmaster. Lanza
later used a Bushmaster .233 caliber to kill 26 people, including 20 elementary school children, in
Newtown, Connecticut.3
To be clear, violent video games were not the cause of either of these tragedies. But one can certainly
see the link between the promotion of actual, real life weapons in video games and the way in which
the shootings were carried out. For the sake of public safety, and the safety of their customers, the
makers of these games should not enter into deals that connect fantasy to reality, promote the gun
industry and spark ideas in the heads of individuals inclined to mass violence.
introduction | 01
The Pursuit of Realness
Manufacturers of popular first-person shooter video games have long sought to increase the
authenticity -- the “realness”, as game design jargon calls it -- of their products. The more exciting and
realistic the game, the greater the potential for profit.
When entertainment software developers recreate the savagery of the battlefield or of criminal gun
violence, they respond to audience demand for sharper imagery and greater immediacy and aim to set
new precedents for violence and verisimilitude.4 It is no accident that many video game makers put a
premium on the accuracy of the smallest details – whether they are portraying clothes, or vehicles, or
weapons.
As the first-person shooter game has evolved, many developers have included realistic guns, modeled
exactly after actual firearms, as the primary instruments. This trend has become more noticeable
in the past decade, as makers of military-inspired, tactical first-person shooter games have chosen
to set their games against the backdrop of real-world conflicts. To lend what some call “enhanced
authenticity” to the experience, many of the guns are designed to look, sound and function exactly
like the real thing. In some instances, companies have entered into financial agreements with firearms
manufacturers to ensure legal protection when featuring specific gun models.5
Though few details regarding these arrangements have been disclosed, some of the companies
known to be involved have spoken out and made clear that the placement of branded, highly-realistic
guns in video games is intended to boost sales of real firearms.
One firearm featured in video games is the Barrett M82, a .50-caliber sniper rifle that has become
a tactical cornerstone in American infantry operations in the Middle East and is also available
commercially. In fact, it is one of the largest sniper rifle on the market, and it is one of the weapons of
choice in the Call of Duty video game franchise, owned by Activision Blizzard.6
“We’ve worked with companies to send our sniper rifles into video games.
Which ones? Our license agreement prohibits us from mentioning a company
by name. [However,] you are welcome to check out the Call of Duty series.”
Ralph Vaughn, Negotiator for Barrett
02 | game over: resetting the relationship between video game and gun manufacturers
“It is hard to qualify to what extent rifle Medal of Honor: Warfighter
sales have increased as a result of being in
games, but video games expose our brand
to a young audience who are considered
possible future owners,” said Ralph Vaughn,
one of Barrett’s negotiators who arranges
deals with game makers, in an interview
with Eurogamer.net’s Simon Parkin. “We’ve
worked with companies to send our sniper
rifles into video games. Which ones?
Our license agreement prohibits us from
Released by Electronic Arts in October 2012, Medal
mentioning a company by name. [However,]
of Honor: Warfighter features a number of weapons
you are welcome to check out the Call of
that bear the brand name, model name and are
Duty series.”7
designed in the exact likeness of real firearms.
One such example is the McMillan Tac-300 bolt-
Vaughn also said that Barrett requires its
action sniper rifle. Electronic Arts made licensing
licensing partners to purchase at least one
arrangements with McMillan Group International
of the company’s guns to use in the 3D
for the use of the gun and the McMillan brand
modeling process.
name in the most recent Medal of Honor release.
The agreement included a marketing arrangement
Similarly, McMillan, which makes another
in which EA filmed a promotional video for the
high-powered sniper rifle, and Magpul,
game, showing the real weapons being handled by
which manufactures high-capacity
men dressed like characters in the game.
magazines and other parts for modifying
assault-style weapons, have partnered
Similarly, Magpul, the manufacturer of a number
with video game titan Electronic Arts on
of assault-style weapon accessories including
one of the game maker’s more recent
extended magazine clips, partnered with EA on the
blockbusters, Medal of Honor: Warfighter.
Medal of Honor: Warfighter development, licensing
Magpul even made a video with EA,
the use of its products and name in the game, and
showcasing the collaboration between
also participating in the promotional photo and
the two companies in developing and
video shoot with McMillan and Electronic Arts.
marketing both the guns and the game.8
04 | game over: resetting the relationship between video game and gun manufacturers
EA ENDS LICENSING DEALS
Electronic Arts (NASDAQ:EA) is a publicly traded producer and publisher of video games. Founded in
1982 and based in Redwood City, California, the company has grown to the second-largest video game
manufacturer in America (and third-largest worldwide), with revenues of $4.2 Billion in 2012.i
The company is known for game franchises including Madden NFL, NBA Live, FIFA, Rock Band, SimCity
and The Sims. EA also publishes first-person shooter games with more violent settings and plotlines
including the Battlefield and Medal of Honor series.
Medal of Honor was first created in 1999 by Steven Spielberg and Dreamworks Interactive.ii The game
has evolved over more than a dozen installments and has been offered on a number of platforms. The
more recent versions of the game have moved the storyline out ofWorld War II into the present day.
In one of these latest versions of the game, Medal of Honor: Warfighter, Electronic Arts began to blur
the line between publishing a violent video game and marketing weapons that fuel real-life gun
violence. Around the game’s October 2012 launch, EA created a website featuring the manufacturers
of the firearms, knives and combat-style equipment depicted and provided links to sites for visitors to
purchase the real weapons.iii EA also created a video showcasing many of the products it has licensed
from gun manufacturers including the McMillan Group, which makes a 50-caliber sniper rifle, and
Magpul, which makes and sells high-capacity magazines and other accessories for assault weapons.
The company faced a backlash and ultimately removed the links from the website after it discovered
visitors could click through to partner websites. EA spokesperson Jeff Brown commented via email:
“We felt it was inappropriate and took the links down.”iv The company said it received no money from
the manufacturers,v but rather, used the promotion to raise money for charity. Following the negative
response, Brown said: “We won’t do that again.”vi
In May 2013, EA announced it would no longer enter into licensing deals with gun manufacturers. The
company still plans to feature branded weapons in its games but will no longer pay licensing fees to
manufacturers, citing fair use laws. ”A book doesn’t pay for saying the word ‘Colt’,” said EA’s President of
Labels Frank Gibeau in an interview with Reuters. That theory is now being tested in the current court case
between the company and Textron, Inc, the parent company of the maker of a helicopter depicted in EA’s
“Battlefield” series.vIi
MEDAL OF HONOR:
Electronic Arts McMillan Tac-300, Colt M1911
WARFIGHTER
06 | game over: resetting the relationship between video game and gun manufacturers
The potential downside of negotiating with Half-Life 2
the gun industry was clearly illustrated
when Electronic Arts butted heads with
Bell Helicopter and its parent company
Textron while it was still in development
of its game Battlefield 3. EA was interested
in a licensing agreement over a number
of helicopter designs but negotiations
broke down in December 2011. Shortly
afterward, Textron sent EA a cease-and-
desist letter demanding that designs for
Valve’s Half-Life 2, an enormously popular first-
the AH-1Z Viper, the UH-1Y, and the V-22
person shooter released in November 2004,
Osprey be removed from the game. EA
features a Colt Python .357 Magnum. The game
countered with a lawsuit, arguing that the
includes a number of guns that bear the same
First Amendment and fair use laws afford
model and brand name, as well as an exact
the company and its games sufficient
likeness, as the real guns manufactured by Colt
protection to go ahead.11
and other gun makers.
08 | game over: resetting the relationship between video game and gun manufacturers
Goldeneye 007:
First-person shooter games have
enjoyed success without licensing profitable and responsible
deals with firearms manufacturers and
without branded weapons. Perhaps the
best example is the Nintendo 64 game Released in 1997 exclusively for the Nintendo 64
GoldenEye 007, a pioneer in the first-person gaming system, “GoldenEye 007,” was a pioneer
shooter arena. Late in the production in first-person shooter game technology and was
process, the game’s producer, Ken Lobb, an enormously popular game by the benchmarks
instructed the game’s developers not to use of its time. “GoldenEye 007” eventually sold more
genuine brand names. The game makers than 8 million copies worldwide, making it the
gave each of the weapons a fabricated third highest-selling game in Nintendo history.
nickname instead. The Walther PPK The makers of the game featured guns designed
thus became the PP7; the Tokarev TT-33 to look like the real thing, but ultimately decided
Russian semi-automatic pistol became during the development process that it would be
the DD44 Dostovei, named after David best not to use the brand and model names of the
Doak, one of the game’s designers; and the guns being portrayed. Instead, game developers
Skorpion VZ/61 became the Klobb, named changed the names of the guns in the game.
after Ken Lobb.14
Though it was released fifteen years earlier, and
GoldenEye 007 sold more than 8 million on only a single gaming platform, the “GoldenEye
copies following its release in 1997, 007” game sold 8.1 million copies worldwide.x That
making it the third-highest selling game figure still stands up to popular games of more
in Nintendo’s history.15 It is not clear that recent years, which have had the added advantage
using the firearms’ real brand names of being offered on multiple gaming platforms.
would have improved those sales figures.
Activision’s Call of Duty: Modern Warfare
3 has sold more than 26 million copies, 26.5M
Units
but that may be due to the overall level of Sold
Video game companies have a responsibility – to their customers and the general public – with the
games they produce and promote. Featuring real guns in their games may create a more realistic
user-experience, but entering into financial relationships with gun manufacturers should not be part of
the equation, because they only promote gun sales and cause more real-life violence.
Major video game publishers should pledge to no longer enter into any financial, promotional or legal
relationships with gun manufacturers. That means:
• No future licensing arrangements where the company pays a gun manufacturer to feature their
products in games
• No future product placement deals where the company accepts payment for featuring specific
firearms in video games or other related marketing
Video game companies have a responsibility – to their customers and the general public – with the
games they produce and promote. Featuring real guns in their games may create a more realistic
user-experience, but entering into financial relationships with gun manufacturers should not be part of
the equation, because they only promote the sale of real guns that can fuel real-life violence when in
the wrong hands.
“The action games we will release this year will not include
licensed images of weapons.”
Jeff Brown, Electronic Arts Spokesperson
10 | game over: resetting the relationship between video game and gun manufacturers
endnotes
endnotes | 11