Bluepoch's 'Perfect' PR: Rewriting Email Copy to Avoid Sending Gifts

Recently, the operations of the anime-style mobile game 'Reverse: 1999' have sparked heated debate. The controversy began during version 1.1, when the game sent event reminder emails claiming to be a 'gift' (hui-zeng) or 'curtain call' (xie-mu-li). These terms led players to expect the small, token rewards common in similar gacha games.

However, the reality was that these emails had no attachments at all. Players sarcastically remarked that the developer's 'gift' was simply... nothing. While this initially caused minor grumbling, the developers clearly took note of the feedback in their own unique way.

In version 1.2, the developers executed what some call 'top-tier PR': they simply rewrote the email copy, replacing terms like 'gift' and 'curtain call' with 'response' and 'thank you letter'. By doing so, they eliminated any implication that rewards should be expected. This 'fix' effectively silenced the promise of rewards, much to the annoyance of the player base.

The community reaction has been sharp, with players mocking the company for being incredibly stingy (often referred to in Chinese gaming circles as 'mosquitos' legs' – implying tiny, negligible rewards). They argue that putting effort into rewriting text just to avoid giving away freebies, rather than just including the items, shows how out of touch the developers are with their players.