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The ads have been running on a number of gaming and news websites, such as Fox News and Gamespy. But others have been skittish to accept them, RDA's Rivera says. The New York Times, for instance, has refused to run Kuma banners on pages featuring war news. Gamespot, one of the most popular websites for PC gamers, asked Kuma to alter one ad's content, which some at the site found "disturbing," according to RDA's media buyers. Kuma denied the request. But the site has run other versions of the banner.

In addition to armchair warriors, Kuma also began courting the actual U.S. troops who serve as the game's protagonists, offering a free six-month subscription to anyone with a ".mil" e-mail address -- generally active military personnel. "It shows we support them," Anderson says. What's more, she adds, input from actual soldiers helps Kuma refine its storylines and make its games more credible. "They write in to tell us their impressions," she says. "We really take those suggestions to heart." The company also is donating $1 from every paid subscription to Kuma: War to the Intrepid Fallen Heroes Fund, which gives money directly to the families of U.S. soldiers killed in the line of duty -- a relationship with the fund is mentioned in all company press releases.

Meanwhile, Halper and Wilkerson have not shied away from media interviews, and have talked to dozens of newspapers, as well as local and national radio and television stations. Some of the coverage has been favorable. The Calgary Herald touted Kuma: War's recent "mission" set in Falluja in the paper's weekly roundup of consumer technology news. But others continue to view the games as little more than an exercise in bad taste. "Seeing this developer try to cash in the latest developments in Iraq with a new mission leaves me queasy," The Washington Post's John Gaudiosia wrote.

Halper still does not enjoy being the subject of bad press. But he no longer sees it as a threat to the business. For one thing, news coverage, no matter how critical, almost always results in a doubling, and in some cases, tripling of Web traffic. Since its launch, the Kuma: War website has received more than 500,000 unique visitors, and the game software has been downloaded more than 200,000 times. What's more, some big-name entertainment companies have taken an interest in Kuma, and negotiations are under way with retail distributors about releasing the games in a disc format. Meanwhile, Kuma is working on new missions, including one set in North Korea. "We're definitely doing something that is provocative," Halper says. "What we need to do is make sure we take advantage of interest in what we're doing and get our side of the story across."

The Experts Weigh In: Can Kuma regain control of its image?

Turning war into a game trivializes a powerful, traumatic experience. The issue came up when a video game company wanted to purchase the rights to use my book for its game. I didn't want to profit from it, so I declined. No matter how Kuma dispenses its profits, it doesn't alter what it's doing. That it promotes its games as "real" or "journalism" is laughable. There is a profound difference between that and entertainment. I would tell the company: Don't try to act like anything other than a game company. The most important thing is to make a cool game -- that's how people will judge you.

Mark Bowden, author, Black Hawk Down

Reality games may have some place in the market, but I can't imagine how Kuma has a future as a brand after launching with Kuma: War. Giving donations to charities is always worthwhile. But it also can be seen as "blood money," and I think Kuma still risks being seen as exploiting soldiers. My best advice at this point is to turn the negatives into a public debate over how "real" reality games should be. Get into the center of the storm as the company that teaches consumers to ask hard questions.

Marian Salzman, chief strategy officer,
Euro RSCG Worldwide, New York City

Kuma knows that controversy is what's fueling their buzz. It's how you handle the buzz that makes the difference, and I think they're freaking out a little trying to be the "good guys." The idea of "reality gaming" has lots of potential. They shouldn't get bent out of shape by bad press or talk about their brand. Their audience doesn't care if they're the good guys -- they'll care more if it's just the opposite. Kuma should just make another game that blows people's minds. And always ask themselves, "What would Paris Hilton do?"

David Carson, co-CEO, Heavy.com,
New York City

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