Xbox Removes ‘Feel the Burn’ Tagline From New Controller After Heavy Criticism

Following an outpouring of backlash, Microsoft changed a tagline for its new Xbox wireless controller today.

The tagline in question came in a a blog post Microsoft published this morning for a new Fire Vapor Special Edition Controller. The blog post initially had a tagline “Feel the Burn Today,” meant to reference the fire-themed colors available on the gamepad – but, as those on social media swiftly posted out, it was poor timing for that particular tagline.

As IGN previously reported, Microsoft announced just hours ago it was closing down four Bethesda studios, including Redfall and Prey developer Arkane Austin and The Evil Within and Hi-Fi Rush developer Tango Gameworks.

Microsoft asks Xbox gamers to “Feel the Burn Today” with yet another special edition Xbox controller on the same day it shuts Xbox studios 😬 really unfortunate timing for this https://t.co/hf33bd3ufC pic.twitter.com/Puuy0xr9e9

— Tom Warren (@tomwarren) May 7, 2024

Following the announcement of the new game controller and the publication of the tagline, Microsoft quietly edited the Xbox Wire blog post for the controller, changing it from “Feel the Burn Today with the Fire Vapor Special Edition Controller” to a more generic title that announces a new color variant in its ongoing Vapor series of Xbox wireless controllers.

Before it was edited, many turned to X/Twitter to call out Microsoft for releasing a blog post with that tagline the same day it closed four studios.

“Feel the burn today” Xbox controller gets announced the day 4 Bethesda Studios are getting closed… That’s how you know when a company is tone deaf 🤦‍♂️ pic.twitter.com/jv2DC8eKTU

— Xbox_Serious_X|S (@Xbox_Series_XS) May 7, 2024

It’s called “Feel the burn” cause Xbox burning bridges with all their acquired studios. https://t.co/qkanB2FQB4

— NeoGameSpark (@NeoGameSpark) May 7, 2024

Xbox asks us to “feel the burn today” after shutting 4 studios with its just-announced Fire Vapor Xbox controller:https://t.co/n3p2KEBCsa pic.twitter.com/UVGLYzTmW4

— Ryan T. Brown 🎮🩷 (@Toadsanime) May 7, 2024

The studio closures from Arkane Studios, Tango Gameworks, Alpha Dog Games, and Roundhouse Studios come in a year of widespread industry layoffs and studio closures. Last week, Take-Two Interactive announced plans to shut down OlliOlli World and Rollerdome developer Roll7, in addition to Kerbal Space Program 2 developer Intercept Games.

Taylor is a Reporter at IGN. You can follow her on Twitter @TayNixster.