Call of Duty: Modern Warfare 2recently had to remove two skin bundles. The FPS title previously announced that it was collaborating with streamers NICKMERCS and TimTheTatman for an Operator skin and gun cosmetics. Many of their fans seemed excited to cop the bundle to support them, but in early June,NICKMERCS made a remark against the LGBTQ+ community, which folks interpreted as bigoted and supporting violence against the community. He later addressed the controversy, but said he wasn’t going to apologize for his “They should leave little children alone” reply.Call of Dutyresponded by promptly removing his skin bundle from theModern Warfare 2andWarzonestores as it’s focused on celebrating Pride Month with its employees and community.
Shortly after this incident,TimTheTatman requested for Activision to remove hisCall of Dutyskin bundleas well in support of his friend NICKMERCS. The developer quickly obliged, announcing that the streamer’s bundle was pulled from theModern Warfare 2andWarzonestores. The whole situation drew contrasting reactions from the streaming community. Many condemned NICKMERCS' actions and also TimTheTatman for supporting him. Meanwhile, others demanded Activision apologize to NICKMERCS, claiming that he didn’t deserve to get punished over what happened. Ultimately, this controversy could have an impact that extends beyond just NICKMERCS.
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Creator Collaborations Might Go Away After the NICKMERCS Drama
The NICKMERCS controversy might signal a drastic change in creator collaborations. Because of the severity of what happened between the streamer andCall of Duty: Modern Warfare 2, video game companies like Activision could avoid working with streamers and content creators in the near future. Such collaborations happen with influencers who are either fans of certain video games and have created a name for themselves while playing them or their branding matches with the company’s vision and goals.
Previously, Activision also worked with famous athletes like Neymar Junior and Kevin Durant to create playable characters inCall of Duty. Other video game titles have also partnered with streamers for exclusive in-game skins.Fortnitecame out with a blue-haired Ninja skin to honor one of its top players and streamers. The game would later collaborate with other high-profile brands, likeAttack on Titanand Marvel. Another example wasApex Legendscollaborating with streamers LuLuLuvely and professional esports teams to create unique gun skins.
From a marketing standpoint, creator collaborations are great sources of revenue for both video game companies and the influencers involved. Apart from adding fresh content, these partnerships are an opportunity to reach a wider audience with the help of the creators' preferred platforms. This is why it’s important for video game companies to work with and invest in like-minded people who share the same values and perspectives as their products. It’s whyActivision banked on NICKMERCS and TimTheTatman, who are both some of the topCall of Dutycreators on Twitch and YouTube, respectively.
It might be too extreme for video game companies to pass on creator collaborations altogether, but now they could be seen as a bigger risk than before, one perhaps they’re not willing to take to preserve their brand and reputation. The entire controversy now surrounding NICKMERCS is proof of that. Plus, producing new in-game cosmetics takes a lot of time and effort, and having to pull them out because of a controversy could cost developers. Perhaps they couldtake a page fromFortniteand do crossoverswith popular franchises, as there is less risk involved, but it’s likely that this entire move impacts creators on all levels and aspirations.
Call of Duty: Modern Warfare 2is available now on PC, PS4, PS5, Xbox One, and Xbox Series X.
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