Sony garnered an unexpected prelaunch marketing blitz for its PlayStation 2 title, God of War II, after it was reported that the company invited media at a European launch event for the game to reach inside the carcass of a decapitated goat and eat the offal from its stomach.

But Sony Australia spokesman Adrian Christie said the event, held in Athens and attended by about 20 non-English speaking journalists, included a dead goat sourced from a local butcher. He said while he considered the stunt – which was condemned by the International Fund for Animal Welfare – to be in “poor taste”, only the butcher had any contact with the animal. At no point was anyone else allowed to touch the goat, and the only food that was served was a “traditional Greek soup” staged so “the inference was that the guests were eating goat”.

The dead goat, along with topless women wearing body paint, was intended to convey the game’s Ancient Greek setting and mythological themes.

Sony is unapologetic about the game’s high level of violence, boasting in its advertising materials that it is an “adult-rated, fast-paced bloodbath”. The game is rated M for Mature, meaning the content might be suitable for persons ages 17 and older.

Source: smh.com.au