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Battleborn is in its final throes of relevancy, but Gearbox founder Randy Pitchford has a “not safe for work” approach to breath new life.

Recently, Gearbox Software founder Randy Pitchford has caused quite a stir over the Nintendo Switch. He purports that he was talking to Nintendo about bringing an eventual Borderlands 3 release to the platform, but suddenly stopped discussions to focus on “other priorities.” The world’s biggest Aliens: Colonial Marines defender has been known to ruffle some feathers, especially when voicing his opinions on games of his like Battleborn, and that takes things to unforeseen lows.

Enter the latest Battleborn marketing strategy: linking to “not safe for work” porn subreddits related to the game!

This link right here brings you to a Randy Pitchford tweet, which contains a link to a Battleborn Rule 34 subreddit filled with sexually graphic pictures of characters from the video game. Pitchford tweeted, “VERY NSFW, but I have received reports that BattlebornRule34 is now a thing on Reddit. LINK WITH CAUTION,” acting as promotion to the fact that Battleborn servers are still even live.

What's the correct response for an IP owner when folks try to turn your IP into pr0n? This is just… wow. — Randy Pitchford (@DuvalMagic) January 16, 2017

The correct response, Mr. Pitchford, would be to not publicly address the fact that porn is being made of your intellectual property. The immature, intellectually bereft thing to do would be to link your 562,000+ followers, some of which are under the age of 19 or 21 (depending on your local laws), to sexually explicit material and feint throwing your hands in the air like you’re not using porn to promote your failed hero-based shooter.

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Look, I’m not saying that Rule 34 content is bad, or that people are bad for enjoying it. If you like it, more power to you. Hell, everyone and their mother knows about Overwatch porn because Overwatch has a captivated audience that appreciates good gameplay and attractive characters. You can even make jokes about sexually-suggestive gaming content related to your IP if done correctly.

However, using your following to sneakily remind them that Battleborn is a game that exists because there is porn of it is extremely misguided. I wouldn’t have put it past him to have someone make a fake account to create that subreddit if it weren’t for the fact that the user, /u/Furattochesuto, has submitted Overwatch NSFW art in the past. Randy Pitchford gets super defensive when people compare the two games.