The world of Deus Ex: Mankind Divided is an Orwellian dystopia where mechanically augmented people have been marginalized after an incident engineered by, yes, the Illuminati. It's all very dark and conspiratorial. So we brought the world of the game out into the world of the gamer in San Francisco, New York, Chicago and Montreal, wild posting government propaganda posters that have been described as Norman Rockwell meets George Orwell. After several days, the posters were attacked by spray-paint hit squads from the Underground, then counter-attacked by government supporters. Dark, "captured-moment" videos portraying augs as sub-human—or dangerous—were also seeded across the Internet. The message boards went wild with gamer sightings and speculation about the new game.