Deus Ex: Mankind Divided has found itself at the center of yet another controversy following the release of a promotional image that uses the phrase “Aug Lives Matter.”
Eidos Montreal came under fire on social media and attracted the attention of Mass Effect Andromeda Gameplay Deigner, Manveer Heir, who alleged that the studio was appropriating a “real struggle” (with reference to the Black Lives Matter movement) for “financial gain” and said that the team should be ashamed of themselves.
In response, Eidos Brand Director, Andre Vu, accused Heir of “spreading hate” by taking the phrase out of context and making assumptions about what it means. The entire spat can be seen on Twitter by following the source links below.
Later, Heir explained to Polygon that he isn’t taking issue with a video game exploring controversial subjects but that he does have a problem with studios “using marketing to push a narrative.”
Twitter users seem to be split on the issue, with some agreeing with Heir’s stance while others claiming that he’s blowing everything out of proportion. Worth noting that this isn’t the first time Mankind Divided has come under scrutiny for its use of language. Last year, Eidos found itself explaining the use of the term “mechanical apartheid” while promoting the game.
Deus Ex: Mankind Divided comes out on August 23 for the PlayStation 4, Xbox One and PC.