A Hitman: Absolution promotional Facebook app that challenges gamers to kill their friends because of their breast or penis size, has been pulled.
The app, quite understandably, received consumer backlash when it went live earlier today.
The product challenged fans to put a 'hit' out on their Facebook friends. Amongst the list of reasons given as to why you might want to murder your mates - delivered via a voiceover – included 'small breasts,' 'small penis' or 'ginger hair'.
Square Enix has apologised for the app and pulled it.
Earlier today we launched an app based around Hitman: Absolution that allowed you to place virtual hits on your Facebook friends. Those hits would only be viewable by the recipient and could only be sent to people who were confirmed friends," read Square Enix's statement.
"We were wide of the mark with the app and following feedback from the community we decided the best thing to do was remove it completely and quickly. This we've now done.
"We're sorry for any offence caused by this.”
It's not the first time Hitman: Absolution has been embroiled in controversy. The game's developers were criticised over its depiction of women in a trailer released during the Summer.
Hitman: Absolution launched last month and reached No.2 in the Chart-Track Top 40.