Ubisoft apologises for Australian stunt bomb scare

May 29, 2014
This file photo shows visitors walking by the display for the game 'Watch Dogs' by Ubisoft, at the Electronic Entertainment Expo (E3) in Los Angeles, California, on June 12, 2013

French video game developer Ubisoft apologised "unreservedly" on Thursday after an Australian office was evacuated and a police bomb squad called out in a public relations stunt gone wrong.

Ubisoft, which was promoting its latest release "Watch Dogs", sent a copy of the game in a black safe to a Sydney reporter's office on Wednesday with a note telling them to check their voicemail.

But the reporter at digital media Ninemsn, which does not review video games, did not have voicemail and the safe—"of the type found in hotel rooms"—started to beep when colleagues tried to open it, the firm said on its website.

New South Wales were called to the central Sydney building and staff were sent home after the company found out other media organisations did not receive a similar package.

Officers forced open the safe in the basement of the building and found the "Watch Dogs" game inside. A police spokesman would not comment on the incident.

Ubisoft said the delivery "didn't go as planned" and it was taking steps to avoid similar stunts.

"We unreservedly apologise to Ninemsn's staff for the mistake and for any problems caused as a result," the company said in a statement.

"We will take additional precautions in the future to ensure this kind of situation doesn't happen again."

Ninemsn described the stunt as "ill-conceived", with editor-in-chief Hal Crawford adding that Ubisoft or its public relations agency "no doubt got carried away with their creativity".

Explore further: November release for new 'Far Cry' video game

Related Stories

'Watch Dogs' video game a sign of the times

Jun 17, 2013

Across the dizzying, colorful show floor at last week's Electronic Entertainment Expo, there were games on display where players could become all manner of things, like a throat-slashing 18th century pirate, ...

Recommended for you

Google embeds engineers as professors

1 hour ago

Howard University freshman Alanna Walton knew something was different about the professor teaching her introduction to computer science course.

Uber office raided in southern China: report

May 01, 2015

Taxi app Uber's office in the southern city of Guangzhou has been raided by authorities, a report said Friday, in an apparent crackdown on the Internet ride-sharing service.

Prime minister wants Japan to learn from Silicon Valley

May 01, 2015

Japan Prime Minister Shinzo Abe gave California's governor a hint of what it would be like inside a Japanese-made bullet train Thursday, displaying a train simulator for Gov. Jerry Brown during a meeting ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.