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Slaughter: Horror at Sony's depraved promotion stunt with decapitated goat
by GLEN OWEN and RHODRI PHILLIPS - More by this authorLast updated at 10:00am on 29th April 2007
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Electronics giant Sony has sparked a major row over animal cruelty and the ethics of the computer industry by using a freshly slaughtered goat to promote a violent video game.
The corpse of the decapitated animal was the centrepiece of a party to celebrate the launch of the God Of War II game for the companys PlayStation 2 console.
Guests at the event were even invited to reach inside the goats still-warm carcass to eat offal from its stomach.
Sickening images of the party have appeared in the companys official PlayStation magazine but after being contacted by The Mail on Sunday, Sony issued an apology for the gruesome stunt and promised to recall the entire print run.
Critics condemned the entertainment giant, which produces scores of Hollywood blockbusters each year, for its "blood lust" and said the grotesque "sacrifice" highlighted increasing concerns over the content of video games and the lengths to which the industry will go to exploit youngsters.
At the event, guests competed to see who could eat the most offal procured elsewhere and intended to resemble the goats intestines from its stomach.
They also threw knives at targets and pulled live snakes from a pit with their bare hands.
Topless girls added to the louche atmosphere by dipping grapes into guests mouths, while a male model portraying Kratos, the games warrior hero, handed out garlands.
The International Fund for Animal Welfare said it was "outrageous" that the animals death had been used "to sell a few computer games".
A spokesman said: "We are always opposed to any senseless killing of an animal and this sounds like a gruesome death. We condemn Sonys actions. It is stupid and completely unjustified."
The party features across two pages of the latest edition of the companys PlayStation magazine, which was due to hit newsstands on Tuesday but has already been sent to subscribers.
We have reproduced the spread headlined Sonys Greek Orgy here, but have pixellated the image to spare readers the sight of the goats decapitated head hanging by a thread of tissue from its corpse, with blood dripping to the floor.
But the magazines readers were shown the picture in its full horror.
The article, based on a Sony Press release, shows more vivid pictures from the event under headlines such as Topless Girls! and Flesh Eating?
It asks readers how far they would go to get hold of Sonys next-generation console, the PlayStation 3.
"How about eating still warm intestines uncoiled from the carcass of a freshly slaughtered goat? At the party to celebrate God Of War IIs European release, members of the Press were invited to do just that . . ."
In God Of War II, which is so violent it has been given an 18 certificate, players follow Kratos into battle against a series of fearsome characters from Greek mythology.
Sony describes it as "an adult-rated, fast-paced bloodbath and enormous fun to boot", adding that it is "bigger, better and as brutal as ever".
One reviewer said the title featured "the most brutal, visceral combat of any action game".
Former Minister Keith Vaz, Labour MP for Leicester East and a long-time campaigner against violent computer games, branded the stunt "distasteful and irresponsible".
He said: "The slaughter of animals is not something that should be done to advertise a product.
"Sony as a global entertainment company has a social responsibility. At this event it failed in that responsibility.
"I think people should think very carefully before bringing games like this into their homes.
"I would understand if customers wanted to boycott other Sony products such as their televisions because of this controversy."
Sony, based in Japan and run by Welshman Sir Howard Stringer, is one of the largest media organisations in the world, boasting global revenues of 40billion from electronics, video games, music, television programmes and feature films including Spider-Man 3 and Casino Royale.
It is regarded, along with Coca-Cola, Nike and Mercedes-Benz, as one of the worlds most valuable brands.
The company, which released the game in the UK on Friday, admitted that the stunt had been a mistake. In a statement it said: "Sony does not condone or sanction any inappropriate behaviour by its staff or sub-contracted staff.
"It has come to our attention that at the God Of War II launch showcase, an element of the event was of an unsuitable nature.
"We are conducting an internal inquiry into aspects of the event in order to learn from the occurrence and put into place measures to ensure that this does not happen again."
The party was held last month in Athens in homage to the games Greek mythology themes. Revellers partied against the floodlit backdrop of the Parthenon.
The Sony spokesman said the animal had not been slaughtered for the event but had been bought from a local butcher by the Greek company hired to stage the event.
What purported to be warm intestines was actually warm offal.
He said Sonys UK office had been shocked to see the report in the official PlayStation magazine, which the company licenses to publishing house Future. Sony is this weekend recalling the entire 80,000 print run of the magazine.
The offending article will be removed because of the "sensitivity of the general public over issues of animal welfare".
The firm refused to say how the goat died. It is unusual for animals in modern Greece to be killed by having their throats cut, let alone by being decapitated.
It is not the first time Sony has been involved in controversy over its games. In 2004, the PlayStation 2 game Manhunt was banned by High Street stores in the UK after it was linked to the murder of a 14-year-old Leicester boy.
Last September the relatives of a family massacred by a New Mexico teenager addicted to Grand Theft Auto: Vice City launched a 317million lawsuit against the entertainment company.
And in November, Europes justice commissioner Franco Frattini was so shocked by the "obscene cruelty and brutality" of Sonys Rule Of Rose PlayStation game that he wrote to all EU governments urging tighter controls on the "dreadful game".
The Mail is a tabloid, by the by, though it's not as bad as the Mirror. And nothing's as bad as The Sun.
I wonder what the next PR scandal will be.
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And nothing's as bad as The Sun.
Last September the relatives of a family massacred by a New Mexico teenager addicted to Grand Theft Auto: Vice City launched a 317million lawsuit against the entertainment company.
...Wow, here in America, we jsut sue Rockstar for our parents' failures to pay attention.
As for the rest, I think it's funny how out of proportion it is. In bad taste, maybe, but not really. I mean, it IS a kinda cool way to advertise God of War II.
Better than any TV commercial.
Naked chicks?
Knife throwing?
Wine?
A freshly dead animal as a centerpiece arrangement?
Sounds like a bitchin' kegger to me.
Awesome, my respect for Sony's gone up a bit. That's badass.
The idea of using a dead goat for promoting a game makes me feel physically sick, no matter how gory the game content is.
And for people who say that it's meat and i eat meat anyway - I wouldn't eat any meat which still resembles the animal it came from. =(
I hope Cinderblock is just joking.
That's really retarded on sony's part. OK last time I checked they make electonics... not worshiping satan.
Satan? Lolz.
Sacrifice to the Greek Gods of yonder, m'boy. Not Satan.
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And for people who say that it's meat and i eat meat anyway - I wouldn't eat any meat which still resembles the animal it came from. =(
Not even a roast pig with an apple in its mouth?
Or lobster?
The answer is "No I wouldn't" to both of them!
I find that a tad bit hypocritical. In order for you to obtain food, something had to die, but god forbid you ever be reminded of what that something used to be?
I don't mind as long as they didn't kill a goat expressly for this, or do anything too WTF with it.
Before you ask, they did neither, though I guess 'too WTF' is opinion.
i would have loved this party
@#%$ badass, man
You know what this would've been if it has been a sheep instead of a goat?
Just a bunch of haggis.
And - unless you just hate Scottish people - no one would've been too mad about that. But it was pretty silly to do that, especially at a press junket. It's obvious Sony doesn't like European gamers, if it wasn't obvious before.
*sees post count, blinks*
Anonymous Sony Executive: What's the next way we can totally screw over European gamers...Hmm.
Anonymous Sony Henchman: Well, sir, we could increase the amount of time between US and Japanese releases, and the EU releases...
Anonymous Sony Executive: LET'S KILL A GOAT!
Anonymous Sony Henchman: ...Excuse me, sir?
Anonymous Sony Executive: Silly anonymous henchmen! We don't have to actually take action against European gamers! Now that people are convinced we're out for them, anything and everything we do in Europe that isn't bending over and kissing their asses will be seen as anti-European-Gamer. We don't actually have to affect gamers at all!
Anonymous Sony Henchman: Um, sir, I don't think people are that stu-
Anonymous Sony Executive: -SILENCE! If you knew how to screw over Europe, you wouldn't be the HENCHMAN! Now, go get me some coffee. Then pour it out and get me some sake.
Anonymous Sony Henchman: ...Yes, sir.
