The Division 2’s marketing is getting very political on Twitter

Lest we forget, The Division 2 isn’t making a political statement. Nope. Nothing about having to fight to save the nation’s capitol in the current real world political climate makes this game political. How could you possibly read that into it?

Well, it’s a good thing that Ubisoft have really played it safe with the game’s marketing campaign to avoid any confusion about that fact. Those promotional emails telling you to “come see what a real government shutdown looks like in the Private Beta” back in January were a mistake – Ubisoft soon apologised for making any offence for making light of the difficulties being faced by hundreds of thousands of government workers affected – but they’ve learnt from their mis…



That’s right, in the Division 2 universe Mexico is building a wall to keep a “caravan” of US citizens fleeing a national crisis out. It doesn’t say who they expect to pay for the wall, but if this isn’t satirizing and “making a political statement”, then I don’t know what is.

Clearly something has changed since last year, when Ubisoft Massive COO Alf Condelius said that “we cannot be openly political in our games” because it’s “bad for business.” In fairness, Ubisoft CEO Yves Guillemot did say at E3 last year that their games do obviously explore political themes, but want to avoid taking a particular stance so players can explore it for themselves.

The thing is that these marketing hits aren’t staying neutral, but are instead lazy and boorish spins on real world events. That’s fine for a late night talk show host looking to lampoon current affairs, but not when the game is meant to be allegorical.

The Division 2 is out for PS4, Xbox One and PC on 15th March.

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  1. I’m more than happy for them to twist current events and do something like this as long as it doesn’t end up looking cheap/lazy. Personally, I’d find it fascinating (assuming it’s done properly) as it might even shed some light onto things like a wall working (or not) and causing us gamers to think beyond the usual fare. Also, keep in mind that people can simply ignore it if it’s done in a mature way without it being driven home by ideological developers that might lean in a particular political direction.

    • Exactly. This is the marketing equivalent of “In Soviet Russia, TV watches you!”

    • Agreed

  2. Nothing wrong with this because it’s done in an actual satirical way, it’s not drawing a line in the sand. I don’t like Trump, but when games, movies or TV shows feel the need to get “on the nose” political it puts me off.

    This is pretty clever I think.

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