343 apologises for Juneteenth cosmetic named after ape

343 apologises for Juneteenth cosmetic named after ape

Halo developer 343 Industries has issued an apology after a cosmetic marking Juneteeth was named after an ape.

In a post on Reddit, user Smissmass asked why an item released to mark the US holiday celebrating the liberation of slaves was named 'Bonobo'. It was changed to 'Freedom' later that day.

Taking to Twitter, studio head Bonnie Ross (pictured) apologised for the mistake.

"We were made aware of a palette option for our Juneteenth emblem that contained a term that was offensive and hurtful. The team immediately addressed this issue via an update," she said.

"We are a studio and franchise that is committed to inclusivity where everyone is welcome and supported to be their true self. On behalf of 343, I apologise for making a celebrated moment a hurtful moment."

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Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.