""I definitely pissed some people off internally over that because I fought so hard against using that name. I'm the head of the spear, but I had a lot of people across my team--brand, PR and community--and we feel like we're burdening it with a name where we spend more time explaining why it's called Prey than we do talking about the game," he told dbltap. "I regret that I lost that battle.""
""Well, it was a matter of, first of all it's hard to find a name for a game, and it's a good name--sounds good," he said in 2016. "I think the association that people have about Prey is that it's about aliens on a space station, and it's a first-person game. As we started it, the name was available, and the connections were easy to be made. We just thought, 'Okay, makes sense,' so there we go.""
A 2017 game titled Prey had no direct connection to the original 2006 Prey or its canceled sequel. A former Bethesda marketing boss fought strongly against reusing the Prey name, arguing the title created brand burden, provoked explanations, and distracted marketing from the game's content. A game director maintained the name fit high-level thematic concepts and noted name availability and recognizable associations as reasons for reuse. Prey 2 development at Human Head Studios was canceled in 2014. The original Prey released in 2006 for PC and Xbox 360. The opposing marketing executive later left Bethesda.
Read at GameSpot
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