Where to start? Square Enix' promotional efforts have provided some of the most painful "what were they thinking?" moments of the year. The graphic murder of a squad of hypersexualised, rubberised BDSM nun assassins in the May trailer was an impressively misjudged opening gambit that worked on precisely no level.
Game director Tor Blystad later apologised for the trailer, explaining that "there are a lot of movie influences in Hitman Absolution, like Tarantino and Rodriguez." But where Tarantino re-purposes influences from asian cinema and martial arts films to create quirky and spectacular pop-cultural mash-ups, the Hitman nunsassin trailer seems to take its cues from rubbish porn and Rambo. The resultant video was exactly the sort of peurile hyperviolent nonsense that gives videogames a bad rep.
“We're sorry that we offended people” Blystad said at E3 . “That was truly not the intention of the trailer.”
“We've been reading as much as we could of the articles and responses” he added. “We were surprised that it turned into such a huge topic. Something similar happened with our Sniper Challenge pre-order bonus. We just wanted to make something cool, it wasn't the intention to stir up anything.”
IO Interactive subsequently changed the level that featured the nun assassins - a crack squad sent by the Agency to slay Agent 47 - to create more context for their appearance .
It was bad, but a mistake is a mistake, right? Those involved have apologised and will probably be more thoughtful about their marketing schemes in future. As long as they don't do anything else stupid then we can all get past - OH WAIT. Just a few weeks ago a Facebook stunt encouraged players to put "Facebook hits" out on their friends. Those taking part could select insults to throw at each other. You could put out a hit on someone for having small tits, bad hair, an annoying laugh or a small penis.
The campaign was pulled in the wake of a torrent of disapproval. Depressingly, the game proved disappointing, too, ditching many of the traits that made former Hitman games special in favour of a more directed, linear experience. Find out more in our Hitman: Absolution review .