Modern Warfare 3 executive producer Mark Rubin has been discussing how the media handles inflammatory material in games, suggesting "a lot of outlets play things up" just to get a reaction.
"Yeah, we get a lot of that and it's tough," he told OXM, "but for the most part what happens is a lot of media outlets play it up, and it goes on some Friday afternoon, Friday night news thing, and they talk about how horrible it is that they're killing people in the middle of our subway, but it's the cricket after that, and no-one cares."
Rubin was speaking shortly before a Modern Warfare 3 video leaked showing off a section of the game in which a family of tourists is struck by an explosion releasing a chemical attack on London. It has quickly been dubbed the game's equivalent of the infamous 'No Russian' sequence in Modern Warfare 2.
Rubin added: "The media a lot of times plays on it because they hope to get something out of it, rile somebody up to start a conversation about it, but everybody kind of stares at them just going: 'Next...oh, that's an interesting story.' And they pass right over it."
Those lucky enough to get their hands on a copy of Modern Warfare 3 ahead of the game's official launch on Tuesday are in danger of receiving an Xbox Live ban if they play online early.