Inside the Viral LA Billboard That Trolled Microsoft and Game Companies

A Bold Message in Los Angeles

A Striking Billboard

Last week, as attendees moved between game reveals and demos in Los Angeles, an unusual digital billboard caught the attention of millions both online and offline. The sign read, “Gone but not forgotten,” listing closed studios like Arkane Austin, Tango Gameworks, and Volition, along with a message for everyone laid off, downsized, or made redundant: “Thank you for great games.” The second message was equally direct: “We love you. We miss you. We hate money.”

The Viral Sensation

The message was signed “your friends at New Blood.” When Game File reporter Stephen Totilo posted a video of the billboard to X on Thursday, it quickly went viral, amassing over 3 million views and making headlines on gaming news sites. New Blood Interactive cofounder Dave Oshry, who funded the ad, aimed for industry insiders to see it and appreciate the sentiment. However, his action also highlighted the industry’s current struggles.

The Industry’s Tough Year

Studio Closures and Layoffs

This year has been particularly harsh for developers at both large and small studios. Independent studios continue to close or go on “hiatus,” hoping to return someday. Major studios have laid off hundreds of developers. Microsoft, in particular, is responsible for the recent closures of Arkane Austin and Tango Gameworks.

Oshry’s Intentions

Originally, Oshry told Totilo he wanted to list all recently shuttered studios, but there wasn’t enough space on the billboard. Despite this, his message resonated with many developers who lost their jobs this year and those looking to support them.

The Cost and Impact

Financials and Reactions

Oshry received numerous messages from former employees of those studios, indicating his mission was accomplished. He declined to specify the billboard’s cost, only stating it was “$xx,xxx.” “It cost a lot but not that much,” he added.

Game Fest Comparisons

The billboard’s cost was likely far less than the $250,000 reportedly needed to show a one-minute trailer at Summer Game Fest. Over the Game Fest weekend, companies like Microsoft and Blumhouse generated buzz with early looks at games like Doom: The Dark Ages and Sleep Awake, but Oshry’s stunt also garnered significant attention.

Behind the Scenes

Original Messages

Oshry told Game File that the initial messages brainstormed with his New Blood colleagues were more direct. “People started suggesting: ‘You should take shots at the execs,” Oshry said. “Put a picture of Phil Spencer up there and be like, ‘Hey man, what the fuck?’”

Phil Spencer’s Response

Phil Spencer, Microsoft Gaming’s CEO, spoke to IGN about the decision to close studios like Tango Gameworks, a controversial move given the success of Hi-Fi Rush.

“I’ve said over and over, I have to run a sustainable business inside the company and grow, and that means sometimes I have to make hard decisions that frankly are not decisions I love, but decisions that somebody needs to go make,” Spencer said.

Supporting Impacted Developers

For those looking to support developers affected by this year’s cuts, Oshry’s advice is straightforward: “Hire those developers and follow their projects.”