Overview
- American McGee said on X that EA Marketing wanted Alice: Madness Returns pitched as a gore-heavy, “psychotic” take and pressed him to “make things more sexy.”
- He said he answered those requests by emailing a mock image of a giant snail with sex toys attached, which he says stopped the push to sexualize the character.
- McGee added that EA refused a 30–60 day polish window, and his team shipped the game on time and on budget without a final pass from the publisher.
- He also claimed the game was built by a Chinese team and funded through bonds sold in China, an uncommon route for a large-scale release.
- McGee said the relationship soured after EA passed on his Alice: Asylum pitch, and he is now developing a spiritual successor based on his Plushie Dreadfuls with a small, long-time team.