Diablo IV's ad is suddenly very poignant as New York suffers

Diablo IV New York Smog billboard; a game ad
(Image credit: Nick Newman / Earth Cam)

New York is currently shrouded in a cloud of yellow smog, it looks hellish. Not to miss a trick, the quick-minded marketing team behind hit game Diablo IV put out a cheeky ad just for the Big Apple's sweltering denizens. Or was it just a devilish coincidence?

The message "Welcome to Hell, New York" is beamed across the city in a moment of brazen marketing. Diablo IV is the latest game in this successful role-playing series and sets players up to battle the demons of hell, so it first appears to be a great piece of marketing. Released in PS5 this week, it has been incredibly well reviewed (Read my PS5 review to find out more about the games console.), but it had already provoked one controversy (see the Xbox logo controversy).

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Editor, Digital Arts & 3D

Ian Dean is Editor, Digital Arts & 3D at Creative Bloq, and the former editor of many leading magazines. These titles included ImagineFX, 3D World and video game titles Play and Official PlayStation Magazine. Ian launched Xbox magazine X360 and edited PlayStation World. For Creative Bloq, Ian combines his experiences to bring the latest news on digital art, VFX and video games and tech, and in his spare time he doodles in Procreate, ArtRage, and Rebelle while finding time to play Xbox and PS5.