Courting Controversy—and Then Managing It

Games like Grand Theft Auto revel in causing a stir. But necessary measures should be employed to control the fallout

It's almost hard to believe, but it's been roughly two years since the infamous "Hot Coffee" scandal surrounding Grand Theft Auto: San Andreas broke. While initially written off with a snicker by most of the gaming community, it quickly reached the ears of the mainstream media and California Assemblyman Leland Yee called out both the ESRB and Rockstar to label the game "AO." Despite evidence to the contrary, Rockstar denied any complicit action in the affair. Eventually, the game was reassigned an "AO" rating and pulled from the shelves of all major retailers.

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