Guns, goats, and bomb scares: When video game PR goes bad

If you hear a bomb scare in your town, it might be just another gaming PR stunt.

More than any other business sector, the game industry seems to revel in over-the-top, headline-grabbing antics to help shift product. In recent memory, we’ve seen a gunman stroll into a crowded bar, traffic gridlocked in London, illegal weapons sent through the mail, and a decapitated goat used as a launch party centrepiece. Just a few weeks ago, a promotional item for open-world action game Watch Dogs caused a bomb scare in Australia.