Bullshots

There’s no doubt that the now infamous practices which gave notoriety to Guerrilla Games is widely frowned upon. A few bad apples like these really threaten the integrity of the industry as a whole.

While “bullshots” (as they are commonly known) are sometimes created for not-as-dubious purposes, once they are intentionally passed off as the real thing they become lies, plain and simple. Their existence is largely due to unscrupulous marketing people whose only interest is in the short term gains of duping customers, while leaving the franchise and even the developers to deal with a soiled reputation.

However the scope of visual marketing is large, and there is a surprisingly large gray area between what is truth and what is lie. This week GamePro look closer at why these practices continue exist, despite their all-round negative consequences.

Read the story here