I think many readers will agree that The Inquirer sums up this story quite nicely with the title 'Sony finally goes mad'. At the God of War II launch showcase, Sony has managed to pile yet more controversy onto itself by inviting members of the press to reach inside a warm goat's carcass to eat offal (internal organs) from its stomach (although the offal itself was prepared beforehand). Not only did Sony arrange this grotesque 'sacrifice' for the event, but it then went on to publish it in the Official PlayStation Magazine. Guests were encouraged to compete to see who could eat the most offal, whilst other activities such as topless girls dipping grapes into guests' mouths, throwing knives at targets and pulling live snakes from pits were all on the agenda.

A spokesman for the International Fund for Animal Welfare said "We are always opposed to any senseless killing of an animal and this sounds like a gruesome death. We condemn Sony's actions. It is stupid and completely unjustified." The event was held last month in Athens, and Sony has now commented "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 magazine has now been recalled and will not hit UK shelves, but anyone who is subscribed to it will already have been sent a copy. If you wish to see the picture, here is a link to the censored version (the original apparently had the goat's head hanging by a thread of tissue with blood dripping out) - it's still a bit gory so isn't suitable for the main page.