The marketing team behind Black Myth: Wukong has implemented strict guidelines for streamers covering the game, advising them to steer clear of sensitive topics such as “feminist propaganda,” COVID-19, and China’s gaming policies, according to recent reports.
Screenshots of a document outlining these “Do’s and Don’ts” guidelines for influencers were shared widely on social media. A notable content creator expressed his refusal to promote the game due to these unusual restrictions. The authenticity of the email has been confirmed through multiple reports.
The guidelines were communicated to content creators by Hero Games, co-publisher of Black Myth: Wukong, alongside a Steam key for the game. Among the document’s instructions, the only specified “Do” was to “enjoy the game,” contrasted by several “Don’ts” as follows:
– Do NOT insult other influencers or players.
– Do NOT use any offensive language or humor.
– Do NOT engage with politics, violence, nudity, feminist themes, fetishization, or any content that may provoke negative discourse.
– Do NOT mention terms such as ‘quarantine’ or ‘COVID-19’.
– Do NOT discuss any content related to policies or news concerning China’s gaming industry.
While some requests, such as promoting respectful interaction, are reasonable, many in the gaming community have raised eyebrows at the avoidance of a variety of topics, particularly political discourse. The document notably excludes talk of “trigger words” associated with COVID-19 and explicitly advises against discussing China’s gaming policies.
The email from Hero Games does not appear to have been shared with journalists who were also granted access to the game for reviews. Streamers were reminded that their usage of the game key implies acknowledgment of these guidelines, which state that any content they produce represents their views and not those of the marketing team. However, some content creators claim that ignoring the guidelines is an option.
Despite the controversy, Black Myth: Wukong has received positive reviews from critics and has achieved impressive player engagement upon its launch. Nonetheless, Hero Games’ attempts to control the narrative may lead to unintended consequences, drawing more attention to the very discussions they sought to suppress.
