Renowned Gears of War designer, Cliff Bleszinski advised Saints Row design team that they shouldn’t be viewed as "the game with the dildo" if they want to achieve their full potential as a true GTA rival.
"Saints Row. Keep the crazy action and game mechanics. Lose the gimps and dildos and purple suits," he tweeted.
"Game mechanic wise I found SR3 to be more fun than many recent GTA games. Controls, pacing, etc... are all great," he added. "The SR team is one of the few that could actually give GTA a run for their money."
But, "[Battlefield] didn't go after [Call of Duty] by putting d**ks on their guns."
Cliffy B argued that even mature hardcore gamers are alienated by such immature humor. "If your average guy is embarrassed to be playing a sequence in a game when his wife walks in that's a bad sign,"he claimed.
"Once you put a dildo in your game it doesn't matter if your controls, pacing, graphics are all great. You're ‘that game with the dildo.’"
Saints Row series is developed by Volition studio which was acquired by Koch Media earlier this week as part of THQ’s bankruptcy process.