People are pretty upset over the ending(s) to Mass Effect 3. The game, which promised to deliver an epic conclusion in which all of a player’s previous choices would come to bear, didn’t end up doing much delivering. In fact, every player received one of three slightly variable endings. The resulting uproar has resulted in BioWare returning to the game with a planned story expansion, and a number of high-profile complaints, including one to the FTC.

Now it looks like dissatisfaction with the ending(s) is becoming something a little more official. The Better Business Bureau, which listens to and investigates customer complaints about businesses, has come down on the side of upset fans. According to the BBB, BioWare did in fact falsely advertise its product.

Marjorie Stephens, director of marketplace services for the BBB, had this to say:

"The issue at stake here is, did BioWare falsely advertise? Technically, yes, they did."

Stephens reached her conclusion by examining two of the biggest tag lines in the game’s marketing campaign. The first claim she checked was: “Experience the beginning, middle, and end of an emotional story unlike any other, where the decisions you make completely shape your experience and outcome.”

Stephens claims that BioWare didn’t deliver in this area at all. She noted that “there is no indecision in that statement. It is an absolute,” and that BioWare failed to allow players to craft their own ending experiences.

Here’s the second tag she checked out: “Along the way, your choices drive powerful outcomes, including relationships with key characters, the fate of entire civilizations, and even radically different ending scenarios.”

Stephens’ response? “A consumer would have to very carefully analyze this statement to come to a conclusion that the game’s outcome is not “wholly” determined by one’s choices.”

Stephens summed the whole thing up by warning companies to pay close attention to their messaging in this modern world of instant communication and interaction:

“The lesson to be learned here is companies should give careful consideration to how they word their advertisements.  Otherwise, there could be detrimental effects, especially in the era of social media and online forums.”

What do you think? Was Mass Effect 3 falsely advertised?

[Gamespot]

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