Mediaboss Marketing

Last week, two Australian retailers pulled Grand Theft Auto V from their shelves in response to a petition decrying sexual violence in the game. What I found interesting about the situation wasn't so much the news itself as the curiously strong reaction it drew, lighting up Twitter feeds and comments sections, including ours. The first GamesIndustry.biz story on the situation drew nearly 100 comments, the second pulled in about 50.

Compare that to the zero comments that greeted last month's news that Indian obscenity laws would prevent Dragon Age: Inquisition from releasing in the country. So what's the difference? Why are people so upset about two retailers choosing not to stock the poster child for controversy-courting games, but evidently apathetic about a billion people being denied the option to play another game held in almost universally high regard for vaguely defined obscenities? (Interesting side note: Grand Theft Auto V is readily available in India.) For an industry so vocal about even the faintest shadow of censorship, we're pretty damn complacent when it comes to the genuine article.

"As far as censorship goes, this may be the least harmful, least effective strain of it you can find."

Yes, Grand Theft Auto V is a hyperviolent game, and its removal from some retailers is censorship of a form. Not the government-mandated, legally binding form of censorship, or the sort of censorship that will actually keep interested people from finding and buying the game, but it is a private institution removing one route of access to a title because it objects to the content within. And yes, Target Australia and K-Mart Australia are well within their rights to do that. As far as censorship goes, this may be the least harmful, least effective strain of it you can find.

Compare that to the situation with Dragon Age: Inquisition in India, or the industry-approved censorship that has shaped the console and mobile markets for years. Apple in particular has been heavy-handed with what sort of games it allows on the iPhone and iPad, deciding that people who use its products shouldn't have access to educational games about female masturbation, games that use nudity to help get across a worthy message, games based on current events, or titles that criticize sweatshop production methods and smartphone makers like Apple in particular.

"We view Apps different than books or songs, which we do not curate," Apple says in its App Store Review Guidelines. "If you want to criticize a religion, write a book. If you want to describe sex, write a book or a song, or create a medical App."

And if that weren't enough to show how little Apple values freedom of speech, just a few lines later in the guidelines, the company is nakedly threatening those who run afoul of its policies--those whose speech it has already silenced--to stay silent.

"If your App is rejected, we have a Review Board that you can appeal to," Apple says. "If you run to the press and trash us, it never helps."

"How many of the people furious about the Grand Theft Auto V situation own iPhones? How many developers see the company's behavior for what it is and then support the platform anyway?"

My problem isn't so much that Apple won't let these games on its virtual shelves. Like Target Australia and K-Mart Australia, Apple is a private company and can choose what products it will offer through its store. My problem is that this is accepted by the industry as a whole. How many of the people furious about the Grand Theft Auto V situation own iPhones? How many developers see the company's behavior for what it is and then support the platform anyway? How much of the principled outrage we have seen this week doesn't apply to Apple? How much is rationalized by thoughts like, "But it's a really cool phone..." or "But it's such a large potential audience..."?

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Retail