WhenHalo Infinite’s gameplay was debuted during the July Xbox Games Showcase, few would have expected the post-show buzz would be focused on a single Brute. Video game fans latched onto an impromptu screengrab from theHalo Infinitetrailer depicting an aloof Brute as an example of the game’s unimpressive visuals. The Brute’s detached facial expression, at first seen as a joke, ended up endearing him to the Halo and Xbox fanbase. They even got a name, Craig, and now Xbox is recognizing the viralHaloenemy in a more official capacity.
Xbox news leaker Timdog decided to ask Xbox boss Phil Spencer directly about the viralHalo InfiniteBrute. To everyone’s surprise, Phil Spencer actually responded to the question. When asked, “What’s your take on Craig?” Phil Spencer replied that he’s, “Our new official Xbox mascot :-).”
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Spencer goes on to say that he loves the Xbox community’s ability to “just take something fun and run with it.” That might be a mischaracterization of the situation, but no one will begrudge Spencer for trying to make a positive and constructive situation out of a complex and controversial one. There absolutely is a subset, if not a majority, that sees Craig as a fun and positive meme, of course, but there’s also a subset that’s only using Craig in acritical or mocking way ofHalo Infinite.
While Spencer’s comment aboutCraig being an official Xbox mascotis fun, it doesn’t necessarily imply anything. Craig isn’t going to start being sold in merchandise alongside Master Chief, for example. At least he won’t, yet. There’s no official “Xbox mascot” position and Spencer saying Craig is one doesn’t mean anything material. Nevertheless, it’s fun to have the head of Xbox approve of a popular meme.
That doesn’t mean that Craig won’t be making an appearance in the future. While Spencer himself likely doesn’t have any sway, or wouldn’t use it if he did, 343 Industries could certainlyadd Craig toHalo Infinitein a bigger wayif it wanted to.
For fans of Craig, theHalo InfiniteBrute, this is just the beginning. With the release ofHalo Infinitethis holiday season fans will be scouring the entire game for Easter eggs featuring his grimacing face. And woe to 343 andPhil Spencerif there’s nothing to find.
Halo Infinitereleases holiday 2020 on PC, Xbox One, and Xbox Series X.
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