Domino's Pizza UK jumped into the God of War Laufey discourse this week with a cheeky jab at the franchise's decision to make Faye the protagonist instead of Kratos, and the internet swiftly made the pizza chain regret it.
The tweet read: "God of War game with no Kratos = Pepperoni Passion with no pepperoni." It racked up 4.1 million views, drawing fire from players who saw the comparison as a lazy dig at the game's female lead. Responses ranged from blunt to brutal. "Shut the f**k up Domino's Pizza UK," one user fired back. Another asked, "Why is dominos pizza uk tweeting like a 45 year old chud." The most cutting reply came from a user suggesting the brand should "stay in your lane," capped off with, "This is why you'll never be Little Caesars."
Sony Santa Monica Studio didn't stay silent. The developer responded with a deadpan: "ok thanks for the feedback, dominos pizza corporate account." That reply earned 3 million impressions and 76,000 likes, dwarfing the engagement metrics of the initial Domino's post at the time the article was published.
Worth noting: Domino's Pizza UK has a track record for inflammatory takes on social media. The account regularly rage-baits its audience, particularly around English football. After Arsenal lost the Champions League final to PSG, the brand tweeted a biting stat about how long it had been since the club won a European trophy. The strategy generates outrage and engagement in equal measure, and the God of War post appears to follow the same playbook.
The controversy overshadowed broader player enthusiasm for Laufey. Many gaming communities have expressed genuine excitement about exploring Faye's perspective in the Norse mythology-based world, particularly the prospect of her navigating the aftermath of Kratos' god-killing rampage in the afterlife. The new game's story runs parallel to the events of the 2018 God of War and its sequel Ragnarok. Sony has also made clear that Kratos-centered God of War titles remain in development, so fans of the original protagonist have reason to stay patient.
The Domino's misstep highlights how brands chasing viral moments on social media can quickly find themselves on the wrong side of public opinion, especially when wading into culture war arguments that the gaming community takes seriously.
Author Emily Chen: "Domino's thought it could troll the internet and come out on top, but Sony's one-liner proved that some fights aren't worth starting."
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