Animal rights groups are not happy! Sony's launch event for God of War II is now at the center of controversy, as the company used a goat carcass to promote the game. Guests and members of the press were invited to reach inside the goat's still-warm body to eat offal from its stomach.

Photos from the party appeared in the official PlayStation Magazine, but Sony have since issued an apology for the incident, and recalled the entire print run. Unfortunately for Sony, 80,000 copies of the magazine had already been printed, some of which are already in the post on their way to subscribers.

The magazine's coverage of the party included a full two-page spread, which would have hit newsstands on Tuesday.

A 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 was purported to be warm intestines was actually warm offal.

Sony are refusing to say how the goat died. According to the Daily Mail, it is unusual for animals in modern Greece to be killed by having their throats cut, let alone by being decapitated.