According to Warhammer: 40,000 lore, the Power Fist (also known as the Power Glove) is a late-41st millennium weapon wielded by honoured Space Marine Captains and Chapter Masters. While slow to use, its powerful hydraulics mean the fist can hammer straight through the side of tanks, and end conflicts with a single, powerful blow.
And yet, despite the fist’s theoretical technological prowess, no one has seen fit to turn it from fiction into fact.
That is until Sega, clearly with a marketing budget surplus to burn through by the end of the fiscal year, decided the best way to promote its latest real-time strategy game Warhammer 40K: Dawn of War 3 was to build a replica 3000psi Power Fist, and then have journalists and influencers smash things with it. Yes, it’s a classic PR stunt the likes of which gaming hasn’t seen since that time THQ asked people to literally break into parked cars with a hammer and steal copies of Red Faction: Guerrilla(!), or when Activision renamed Edinburgh Zoo’s wolverine “Logan” to launch X-Men Origins.
And it’s just as brilliantly pointless.
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