Richard & Alice Developers Apologise for PR Stunt Gone Wrong

**Indie team drops the (snow)ball on release date reveal**

LONDON, 21 JANUARY 2012 – The creators of indie adventure game Richard & Alice have been forced to apologise after a PR stunt backfired, causing hundreds of injuries and leaving thousands of commuters stranded.

The marketing campaign, which saw the developers generate several days’ worth of snowfall and distribute it across the United Kingdom, was supposed to enjoyably simulate the alternate future world inhabited by the game’s title characters, but instead left the British public disgruntled due to train cancellations and heavy traffic.

And many injuries were reported when the snow turned to ice, resulting in slips and falls all around the country.

“It just won’t do,” said one London resident. “My Overground train only runs every 15 minutes at the best of times. To have to wait for half-an-hour in freezing cold conditions is horrendous. What on Earth were they playing at?”

Richard & Alice tells the story of two prisoners in a world where the snow never stops falling. Their lives have been plunged into chaos by the persistent precipitation: food is scarce, shelter is hard to come by, and gangs have monopolised the few resources that are left.

The game’s producer and co-creator, Lewis Denby, today apologised for the prank. “We totally misjudged it,” he admitted.

“We had hoped to provide a fun simulation of life in this alternate world, but we strayed dangerously close to representing the events of the game’s story. For this, we are deeply sorry.”

Ashton Raze, lead writer on Richard & Alice and its other co-creator, added: “We thought: ‘Everyone loves a bit of snow.’ How wrong we were.

“We had envisioned snowball fights, kids sledging down hills – stuff like that. What we saw instead was widespread travel chaos and genuine danger.”

Raze recalled how he was ‘horrified’ on Sunday morning when, upon waking, he heard reports of injuries. “That just wasn’t what we intended at all,” he said.

The PR stunt was designed to announce the game’s release date, it was later revealed. According to sources close to the developers, the majority of the snow was supposed to thaw after a matter of hours, leaving the game’s launch date written on the ground in huge, white, snowy lettering.

Now, the developers have said they will not be revealing an exact date at this time. “We feel it would be inappropriate,” said Denby. The pair later confirmed that the game would launch in ‘late February’ for Windows PC.

Meteorologist Barry Kipper told a press conference this morning: “These game developers are well-meaning folk but they did not understand the dangers of playing with natural forces.”

Along with their apology and teased release date, Denby and Raze issued journalists with a handful of new images from the game, as well as character art drawn by Kyra Hills. The game’s promotional cover art was also revealed.

“I just want to say again that this wasn’t what we meant to happen,” added Raze as the press conference drew to a close. “I hope, for everyone’s sake, that the snow thaws soon.”

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