The 2017 title, Prey, sparked considerable confusion among players due to its apparent lack of connection to the original game or its abandoned sequel. It has since been revealed that Pete Hines, formerly Bethesda`s marketing head, vehemently opposed using the name for the new installment.
“I certainly angered some colleagues internally with my fierce opposition to that name,” Hines shared with dbltap. “As a leader, I, along with my team in brand, PR, and community, felt that this title was a hindrance. We believed we`d be spending more effort justifying the name `Prey` than promoting the actual game. I regret losing that argument.”
Hines further emphasized that he championed the cause of renaming the game with unparalleled vigor, yet his efforts ultimately proved unsuccessful. His strong conviction stemmed from the belief that the company was misallocating valuable time and resources explaining the game`s identity instead of focusing on its merits and selling points.
In contrast, Raphael Colantonio, the game`s director, had previously explained that the name held thematic relevance, despite the 2017 title having no direct narrative links to its predecessor or its canceled follow-up.
“Firstly, finding a suitable name for a game is challenging, and `Prey` is an effective, appealing title,” Colantonio stated in 2016. He elaborated that the public`s general association with `Prey` involves aliens, a space station, and a first-person perspective. When development began, the name was available, and these established connections seemed to align well with the new project, leading them to conclude it “made sense.”
Colantonio added that the core concept of the 2017 Prey shared enough similarities with the franchise`s foundational elements to justify the chosen title.
It`s worth noting that Prey 2 was under development by Human Head Studios but was ultimately canceled in 2014. The original Prey, also by Human Head Studios, first launched in 2006 for PC and Xbox 360.
Regarding Pete Hines, he departed Bethesda after Microsoft acquired its parent company, ZeniMax, and has since entered retirement.