Former Bethesda Softworks advertising and marketing boss Pete Hines has opened up about the Fallout 76 bag controversy of 2018, saying it led to “in all probability the dumbest factor” he ever did at the firm.
Hines, who served as senior vp of world advertising and marketing and communications at Bethesda earlier than asserting plans to retire in 2023, touched on the notorious Fallout 76 Energy Armor Version throughout an interview with DBLTAP. The primary true multiplayer Fallout expertise got here with too many points to rely at launch, nevertheless it’s the goodies promised with its collector’s version that dwell with the former Bethesda government to at the present time.
The corporate unveiled the dear Energy Armor Version with the promise it might embrace a T-51B Energy Armor Helmet, an unique metal case, collectible figures, and, in fact, a canvas West Tek Duffel Bag. Gamers who picked up their copies upon the launch of Fallout 76 in late 2018, nonetheless, have been shocked when the bundle included an affordable, nylon bag as a substitute.
It led to fairly the uproar from the Fallout neighborhood, which wasn’t obsessed with the concept that Bethesda could have pulled a quick one on the group of devoted followers who paid $200 for the particular launch with solely a small quantity of in-game forex to point out for it. It was a flub the firm was quick to correct, providing followers a possibility to request a alternative canvas bag by filling out a type by Could of the following yr.
Hines doesn’t keep in mind this aspect of the launch of Fallout 76 fondly, recalling how his involvement in the contents of the Energy Armor Version led to certainly one of his greatest errors at Bethesda.
“My first response was, ‘When the f**ok did we add a canvas bag to this collector’s version?’ As a result of the model I accredited didn’t have one,” he mentioned. “They have been making an attempt so as to add extra worth to the Collectors Version. We have been all the time preventing with the finance folks about margins, proper? I might throw shit suits round. ‘We can not cost $300 for this, it is f***ing insulting.’ However on this case, their hearts have been in the proper place.”
Hines continued, explaining that the resolution to incorporate a nylon bag got here because of a canvas scarcity.
“There was actually a canvas scarcity, and a few of us determined we’ll do that as a substitute. My greatest failing there was not pushing instantly for making and sending one to everyone that wishes one. As a result of I used to be nonetheless aggravated that the rattling factor was in there in the first place, and no person had instructed me and that this canvas scarcity occurred. It is in all probability the dumbest factor I ever did at Bethesda.”
Fallout 76 had a notoriously tough begin however is usually regarded to be in significantly better form lately. Bethesda has delivered an ocean of updates and post-launch content material in the years since, with the CAMP Revamp replace arriving just some days in the past. We gave the multiplayer Fallout sport a 7/10 in our up to date evaluate final yr.
For extra on Bethesda’s historical past, you’ll be able to learn up on how Hines feels about gaming subscription companies like Sport Cross. You can even see what the former Bethesda government needed to say concerning the naming of Arkane Austin’s 2017 immersive sim, Prey.
Michael Cripe is a contract author with IGN. He’s greatest identified for his work at websites like The Pitch, The Escapist, and OnlySP. Make sure to give him a comply with on Bluesky (@mikecripe.bsky.social) and Twitter (@MikeCripe).