Gameplay just got a lot more interesting at Summer Game Fest as 1047 Games CEO Ian Proulx found himself in hot water over his “Make FPS Great Again†hat. During a segment led by Geoff Keighley, Proulx unveiled a new battle royale mode for Splitgate 2, but the real buzz wasn’t just about the announcementâ€â€it was the political implications tied to his headgear.
The event took place amid rising tensions in Los Angeles, as protests surged over immigration raids and President Donald Trump dispatched National Guard members to the city. The optics of Proulx’s hat didn’t sit well with many viewers, leading to a backlash that overshadowed the game’s exciting reveal.
Initially, Proulx shrugged off the negative attention, insisting he wasn’t making any political statement and asking fans to interpret his outfit “at face value.†But days later, he made a surprising turn, issuing an apology via the official Splitgate social media channels. In a candid video, he admitted that the MAGA-style hat was intended as a marketing stunt but misfired spectacularly.
“At our biggest stage, coming out of beta, we needed something to grab attention,†he explained. “We tried to think of something, and this is what we came up with.†Proulx expressed remorse over the unintended fallout, acknowledging the division his choice had created within the gaming community.
He emphasized that his aim was to critique the current state of the shooter genre, stating, “We do want to improve this genre and we are disappointed with the state of the genre.†Proulx’s transparency is both a wake-up call for the industry and a reminder of the fine line between creativity and controversy in marketing.
As gamers, we expect both innovation and integrity from creators. Proulx’s apology signals an important lesson that the gaming community thrives on connection and understandingâ€â€elements that should never be compromised for a quick publicity grab.