American McGee: 'Alice: Madness Returns' wasn't a horror title

The developer thinks that EA tried to "trick" gamers into thinking the game was a horror title when it wasn't.

In a recent Reddit AMA discussion, McGee stated that during the marketing process for Madness Returns, EA tried to turn the game into something that it wasn't.
“What was frustrating was how EA Marketing interfered – telling STS from the start that ALL creative direction and final say would come from them, not from us (the developer/creator of the story/tone)."

“That resulted in trailers that were much darker and gorier than the game … and that was a calculated disconnect created by EA”, he continued.

“They wanted to ‘trick’ gamers into believing A:MR was a hard-core horror title, even though we refused to develop it in that tone. Their thinking is, even if the game isn’t a hard-core horror title, you can market it as one and trick those customers into buying it (while driving away more casual customers, like female gamers, who might be turned off by really dark trailers). It’s all part of the race.”
American McGee and Spicy Horse Studios' next project is Akaneiro: Demon Hunters, which is currently in its beta phase.