Quest for the Happy Ending to Mass Effect 3: The Challenges of Cocreation with Consumers in a Post-Certeauian Age: The Challenges of Cocreation with Consumers in a Post-Certeauian Age

The controversy surrounding the ending of Mass Effect 3 serves as a case study of a company's rejection of cocreation with customers. The game designers and players battled for control of the aesthetic space of the game. The company failed to resolve their conflict effectively, allowing players to use social media to transform tactical action into strategic action. This case study has implications for technical communicators who increasingly are collaborating with users in cocreative relationships.