The inclusion of consulting firm Hit Detection in the end credits of Gears of War: E-Day has sparked strong player dissatisfaction and boycotts. Players have dubbed Hit Detection "SBI 2.0," another company that uses consulting as a guise to promote its ideology.
Jacob Geller, an advisor at Hit Detection, admitted to committing sexual assault during his college years and has stated that "the world would be better off without gamers." Hit Detection's consulting services for other games have also faced player boycotts.
The Coalition has also been accused of taking political stances in the game, such as not allowing players to use "Trump" as a gamertag while other political figures are permitted. Additionally, the appearance of various rainbow flags in the game has offended many players.
In response, Gears of War series creator Cliff B refuted these claims, stating that the series has always included political and social themes, citing some of its darker elements. He argued that queer characters and "strong women" in E-Day are nothing new.
Many players have canceled their purchases of Gears of War: E-Day after discovering this content, but it remains unclear whether this protest will impact the game's sales.
Gears of War: E-Day officially launches on October 7
Domestic players who have already accessed the game early confirm that it has a strong DEI vibe.
