Blizzard forces name change for gay guildPublisher renames “Gay Boys” as “Guild ZFXPK” in response to player reports, changes it back but says it can’t stop it happening againBrendan SinclairManaging EditorFriday 11th October 2019Share this article Recommend Tweet ShareCompanies in this articleBlizzardIf the goal of World of Warcraft Classic was to rollback the player experience to what it was like in the MMO’s early days, Blizzard is pulling out all the stops to fulfill that vision. Ars Technica today reported that Blizzard forced a guild by the name of “Gay Boys” to change its name this week in a move that echoed a 2006 crackdown on one player’s efforts to set up an “LGB friendly” player guild.On Wednesday, Blizzard changed the guild’s name from Gay Boys to Guild ZFXPK, with a Blizzard Customer Service email explaining that the change was made after “your fellow players reported your in-game name as inappropriate multiple times.” The guild’s creator was also issued a temporary account suspension, although that was overturned. Gay Boys member Ahmil Jilani told Ars Technica, “If you reviewed my chat logs, you would see multiple messages from individuals through my recruitment process of getting us to where we are today, with individuals messaging ‘Fuck the gays, reported,’ amongst other extremely hateful and discriminating comments… These are the individuals that find our name inappropriate. Giving in to their demands only means that you are siding with them as a company, which, after a decade of playing your games, is a surprise to me.”In an update to the Ars Technica article, a guild member said the Gay Boys name had been restored, but customer service had warned them that player reports may see it automatically changed again in the future if other players continue to report it, as there is no way to prevent that from happening.Related JobsSenior Game Designer – UE4 – AAA United Kingdom Amiqus GamesProgrammer – REMOTE – work with industry veterans! North West Amiqus GamesJunior Video Editor – GLOBAL publisher United Kingdom Amiqus GamesDiscover more jobs in games This is not the only Blizzard reaction to player behavior raising eyebrows this week. The company also banned a Hearthstone pro for expressing support for Hong Kong protestors after a Grandmasters tournament victory. The company said players are not allowed to “engage in any act that, in Blizzard’s sole discretion, brings you into public disrepute, offends a portion or group of the public, or otherwise damages Blizzard image.”Blizzard’s image has since taken a number of hits as broadcasters, players, and even US senators have decried the ban. A Blizzard spokesperson has since explained the company’s lack of response, saying it is “assessing the situation” for the moment.A Blizzard representative had not returned our request for comment as of press time.Celebrating employer excellence in the video games industry8th July 2021Submit your company Sign up for The Publishing & Retail newsletter and get the best of GamesIndustry.biz in your inbox. Enter your email addressMore storiesBlizzard moves to block Fox’s Diablo trademarkThe TV network applied to register Diablo as a trademark for use on glassware, dinnerware and pet food in relation to its animated series HouseBrokenBy Marie Dealessandri 8 days agoJeff Kaplan leaves BlizzardOverwatch game director and 19-year veteran of the studio steps down; Aaron Keller to take over roleBy Brendan Sinclair 21 days agoLatest comments (2)ElvisHasLeft Gaming since ’82 2Sign inorRegisterto rate and replyAndreia Quinta Photographer, Studio52 LondonA year agocustomer service had warned them that player reports may see it automatically changed again in the future if other players continue to report it, as there is no way to prevent that from happening.I’m surprised that a small indie company like blizzard can’t program-in a rule toggle option that could prevent guild X or player Y to be auto-flagged/changed without human verification. A year ago Maybe “Gay Boys” is not accepted by the Chinese government; maybe “Communist Gay Boys” will be acceptable. 2Sign inorRegisterto rate and replySign in to contributeEmail addressPasswordSign in Need an account? Register now.