'It's easy to think that it is belittling an actual, real-life group that is trying to save black bodies, and black lives.' Criticised for 'mechanical apartheid' tag lineĮidos Montreal and publisher Square-Enix had earlier come under fire for their frequent use of the term 'mechanical apartheid' in press releases and trailers. But that image is being used to sell a game, without providing me the context as to what it really means and whether it's being handled well,' he said. 'I fully support and believe that games should tackle political issues, civil rights issues. Heir told CBC News his concern is the 'use of these images in a marketing context.' 'I get your point but we never use BLM, we don't reference to the current issues happening in the world. 'Of course I'm a visible minority myself, and understand the current tension,' Andre Vu tweeted. He called it an 'unfortunate coincidence.' 'Don't try to spread hate, thanks' says EidosĮidos's brand manager responded to Heir, saying the art was created before the Black Lives Matter movement started in 2013. 'If Eidos Montreal gives a crap about black folks and diversity/inclusion, they would stop using that image to promote the game,' tweeted Manveer Heir, a designer at the game studio Bioware Montreal, located just down the street from Eidos. Some critics online say the Augs' banner is an appropriation of the Black Lives Matter movement, which originated in the United States as a response to police killings of unarmed black men and women. An image from the game shows segregated bathrooms for Augs and humans without cybernetics, or 'naturals.' (Eidos Montreal/Square-Enix)

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