YouTube's most successful star, PewDiePie, real name Felix Kjellberg, recently shocked viewers during a live show in which he used the n-word to describe a rival player.
In the video, PewDiePie is seen getting annoyed while trying to fight another player, eventually shouting out "What a f***ing n***er".
The Swedish star quickly apologizes, but the damage is already done.
It's not the first time that PewDiePie has found himself in trouble over racial comments. Earlier this year, he made the news after making several anti-Semitic comments and "jokes" about Nazis. The situation got so bad that 'The Daily Stormer' a white supremacist site, declared itself to be the world's "#1 PewDiePie fansite".
After making the comment during his livestream, the star tried to defend himself:
“[The other player] did a dick move, and I tried to think of the worst word. And I end up saying n*****.” He then added: "I know that no one watching gives a s***."
However, he couldn't have been more wrong.
The reaction to PewDiePie's comments has already been huge, with one game studio taking action to remove all videos on his channel featuring their game, Firewatch.
We're filing a DMCA takedown of PewDiePie's Firewatch content and any future Campo Santo games.
— Sean Vanaman (@vanaman) September 10, 2017
“There is a bit of leeway you have to have with the internet when u wake up every day and make video games,” said Sean Vanaman, head of the studio. “There’s also a breaking point.”
“He’s worse than a closeted racist: he’s a propagator of despicable garbage that does real damage to the culture around this industry."
Vanaman's studio's legal action has already taken effect; PewDiePie's videos of Firewatch have all been taken down.
It remains to be seen whether or not other companies take similar action against the YouTube star.