Following the reaction from legions of incredulous gamers, EA have issued a statement about its Dante's Inferno promo.
Marketing is a double edge sword. When done right, it generates a buzz about a new game, but when done wrong it just leads to embarrassment, as the 'Sin-to-Win' promotion for Dante's Inferno proves.
Gamers all over the world took umbrage at the promotion, which entreated attendees of the San Diego Comic-Con to "commit acts of lust" with the booth babes in order to win a "dinner and a SINful night with two hot girls, a limo service, paparazzi and a chest full of booty."
The press reaction to the promo was visceral, so much so that EA has issued a statement clarifying and apologizing for the poor wording used in the competition.
"We apologize for any confusion and offense that resulted from our choice of wording, and want to assure you that we take your concerns and sentiments seriously. We'll continue to follow your comments and please let us know if you have any other thoughts or concerns. Keep watching as the event unfolds and we hope you'll agree that it was all done in the spirit of the good natured fun of Comic-Con."