July was a month of slagging matches, corporate ass-covering and tabloid embarrassment - it was the 'comedy' month of 2010.
The highlight was surely the Daily Star's embarrassing "revelation" of a GTA: Rothbury - a supposed GTA game based on murderer Raoul Moat's shocking killing spree in UK. It even paraded a mocked up game cover it claimed was on "games websites". None that we'd seen - not at least until we'd taken it from Daily Star's website to blast them for what must be the most ridiculous story of the year.
The writer of the story later responded to the obvious backlash he'd received, taking a stab at gamers in the process, before the paper held its hands up for a "completely false" story and paid Take-Two for damages and court costs.
Apple also had its tail between its legs in July when the furor over the iPhone 4's apparent loss of signal when 'held the wrong way' reached fever pitch. Apparently, simply telling the raging public to "hold your phone differently" wouldn't cut it. Who'd have thought?
The continuing uproar forced the firm to release a firmware update and call an emergency press conference in an effort to calm the storm. The result: free bumpers for all.
The hilarity continued when Tim Schafer, founder of Double Fine Productions, outright called Activision boss Bobby Kotick a "prick" in a shocking outburst during an interview. "I think there is a way he can [make money] without being a total prick. It's not something he's interested in," said Schafer.
Activision was quick to point out, in response to his comments, that Schafer has never actually met Kotick.
Meanwhile, after repeatedly brushing off reports that Kinect could be as expensive as £130, Microsoft finally confirmed its UK launch price at £130, while simultaneously revealing a new 4GB Xbox 360 slim.
Sega also told CVG it would not be creating a follow up to its ambitious action RPG, Alpha Protocol, because it "didn't sell as well as the publisher expected". Shame that.
All was good in camp Nintendo, however, after a big win in its fight against piracy when UK courts ruled the DS piracy flash cart device, R4, illegal. And THQ big man Ian Curran revealed to CVG that Nintendo has cooked up some serious anti-piracy tech for the 3DS. Hopefully it'll be enough to make things a lot harder for dirty pirates next time around.