The Naming Nightmare: Pete Hines Unravels Bethesda's Confusing 'Prey' Decision

The gaming world often grapples with complex narratives and intricate lore, but sometimes, the biggest mystery lies simply in a name. Such was the case with Bethesda’s 2017 release, 'Prey'—a title that sparked widespread confusion, heated debates, and a notable level of frustration within the industry and among fans. Now, Bethesda's Senior Vice President of Global Marketing & Communications, Pete Hines, has pulled back the curtain on this notorious decision, offering a candid glimpse into the naming saga that continues to resonate.

For many, the name 'Prey' immediately conjured images of Human Head Studios' cult classic 2006 title, or even the ill-fated 'Prey 2' project that was ultimately shelved. So, when Arkane Studios' sci-fi psychological thriller emerged bearing the identical name, without any narrative or developmental ties to its predecessors, the bewilderment was palpable. Hines readily admits to sharing in this collective head-scratching, revealing that the internal discussions surrounding the name were as contentious as the public reaction.

"Don't even get me started on the 'Prey' name," Hines quipped, his exasperation evident as he reflected on the process. He confirmed that the decision to reuse the name was not a unanimous one within Bethesda. Many, including Hines himself, found the choice perplexing, primarily because the new game bore absolutely no resemblance or connection to the previous iterations. The lack of a direct sequel status or even thematic links made the shared moniker a source of ongoing bafflement.

The rationale behind the controversial naming, according to Hines, was surprisingly straightforward, yet equally frustrating: "It was a cool name, and it was available." This simplistic approach, however, overlooked the established legacy and the expectations it inherently created. Hines explained that the name was locked in early, even before Arkane Studios truly began shaping what would become their critically acclaimed title. By the time Arkane entered the picture and started developing their unique vision, the name 'Prey' was already a fait accompli, leaving them, and subsequently Bethesda, effectively "stuck" with a title that invited more questions than answers.

Hines' comments underscore the challenges and occasional pitfalls inherent in game development and marketing. While the 2017 'Prey' by Arkane Studios went on to achieve critical success and build its own dedicated fanbase, the shadow of its contentious name lingers. It serves as a stark reminder that sometimes, a simple title can become a complex story in itself, causing ripples of confusion that extend far beyond a game's release.