Splitgate 2’s big reveal at Summer Game Fest 2025 was meant to mark a triumphant return for developer 1047 Games but it was CEO Ian Proulx’s fashion choice, not the game itself, that dominated headlines. Wearing a black cap with the slogan “Make FPS Great Again”, Proulx sparked immediate controversy during the on-stage reveal, drawing criticism for invoking a phrase tied closely to former U.S. President Donald Trump.
What was intended to be a cheeky rallying cry for fans of the classic arena shooter formula quickly turned into a PR nightmare. Many attendees and viewers took to social media to call out the political undertones of the slogan, pointing out its association with a turbulent period of American history and ongoing social issues.
From Statement to Apology
Initially, Proulx stood by the slogan, explaining that it was meant to highlight the “tragic stagnation” in the multiplayer FPS space. In follow-up posts on X (formerly Twitter), he lamented the dominance of formulaic entries from major franchises like Call of Duty, claiming that the genre had “lost its soul.”
“I grew up loving Halo, Quake, and UT2004,” Proulx said. “Today’s shooters feel like they’re on autopilot. We wanted to shake things up, and the hat was a way of expressing that frustration.”
But the backlash only grew. Critics accused Proulx of trivializing the real-world implications behind the slogan, especially for marginalized communities affected by the political era it references. The moment quickly overshadowed the Splitgate 2 announcement, with #MakeFPSGreatAgain trending for all the wrong reasons.
Faced with mounting criticism, Proulx released a video apology days later. He acknowledged the hurt the slogan had caused and clarified that it was never his intention to make a political statement.
“I sincerely apologize to anyone I offended,” he said. “My goal was to draw attention to the state of the FPS genre, not to invoke any harmful ideologies. That was a serious lapse in judgment.”
Splitgate 2 Struggles to Reclaim the Narrative
Splitgate 2, announced as a bigger, bolder evolution of the original arena shooter with portals formula, aims to revitalize the classic shooter experience with modern twists including a custom map builder, enhanced portal mechanics, and a surprising addition: a battle royale mode.
Despite the promising new features, the controversy has taken a toll. The game launched to mixed reviews on Steam, with many players praising its tight gunplay but criticizing its aggressive monetization. Several users cited the “$30 skins” and a “lack of meaningful innovation” as reasons for disappointment, particularly after the studio had so publicly criticized the competition.
A Lesson in Messaging
While Splitgate 2 may yet carve out a niche for itself among FPS fans, the incident is a stark reminder of the risks developers face when mixing branding with political imagery even unintentionally. In a gaming landscape where community sentiment can shift overnight, authenticity and sensitivity are more important than ever.
Proulx’s apology may help repair some of the damage, but the moment remains a cautionary tale. In a time when audiences are more engaged and more vocal than ever, developers need to consider the wider implications of their messaging, even when it comes from a place of passion.
For now, Splitgate 2 moves forward under a spotlight it didn’t ask for and with a hat it may never live down.
1-Up Games 