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Fashion label Björn Borg creating First Person Lover, due for release in January

Underwear brand spoofs controversial Hatred

The fashion label owned by a Swedish tennis legend that specialises in underwear is making a video game – and it announced the project with a trailer that spoofs the recently announced controversial title, Hatred.

Digested all that? Good.

Björn Borg, the Swedish fashion firm owned by the tennis player of the same name, has announced it is making its debut video game, entitled First Person Lover. The game is an action title in which players "fight the forces of evil with the power of love".

First Person Lover is was announced with a trailer that spoofed Hatred, the controversial new shooter from Polish studio Destructive Creations that attracted criticism for its ultra-violent content and premise.

In the announcement trailer for Björn Borg’s title, which you can view below, a First Person Lover character intercepts the Hatred protagonist with a Valentine’s teddy bear grenade. The bear explodes, causing the Hatred star to drop his weapons, become nude and smile pleasantly. As you do.

First Person Love is being developed by Isbit Games and professional eSports player GeT_RiGhT. It will be web-based, free-to-play and launches on January 28th, 2015.

Björn Borg even promoted the game with an underwear fashion show in which the models wore masks to look like characters from First Person Lover.

You can check out the trailer below.

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