Perception means a lot in the game industry as well... Cutesy titles dont sell.
Have you played some recent video games?... all of the most popular titles are about killing, playing gangster roles, etc. Some of them make billions... Ripping people apart with chainsaws, getting head shots on your friends, etc... Story lines that include drugs, creative/dramatic violence, hard core sex, etc
You say Exploding Kittens is very different from Killing Unicorns... but Toy guns are also very different than games.
Theres a lot more that goes into ones violent tendencies than words we read on a daily basis. A lot of it starts in the home. You cant hide children from these words, thoughts, experiences, etc. You can only raise/educate them well enough to make wise decisions/choices.