A new computer game tipped to be the most violent ever is being released exclusively on the so-called 'family friendly' Wii console.
Nintendo will dramatically transform Wii's image with the release of ultra violent video game MadWorld which "revolves around the themes of brutality and exhilaration", according to its creators.
Players in the 'hack and slash' game, which is due for a UK release in early 2009, can impale enemies on road signs, rip out hearts and execute them with weapons including chainsaws and daggers.
The decision to release a violent game on a console which has based its reputation on family fun has shocked anti-violence pressure groups.
The game has not yet been given an age rating. Mediawatch-UK, Britains longest running pressure group campaigning for decency in TV, films and games, said MadWorld will 'spoil' the Wii.
John Beyer, director of Mediawatch-uk, said: This game sounds very unsavoury. I hope the British Board of Film Classification (BBFC) will view this with concern and decide it should not be granted a classification.
Without that it cannot be marketed in Britain. What the rest of world does is up to them. We need to ensure that modern and civilized values take priority rather than killing and maiming people.
It seems a shame that the game's manufacturer have decided to exclusively release this game on the Wii. I believe it will spoil the family fun image of the Wii.
Nintendo's Wii has enjoyed phenomenal success as an innocent alternative to complex - and often violent - role play video games.
With a repatoire of mostly sports games the basic graphics and easy-to-use motion sensor remotes have become hugely popular with young children and families.
MadWorld is significant departure designed to appeal to 'hardcore' gamers who they claim have been clammering for a more adult theme action game.
MadWorld is a third person game where players control a character called Jack in a virtual world called Varrigan City which is under siege by a group of terrorists known as The Organizers.
The alternative world has been turned into a twisted game show called Death Watch where citizens must kill one another to survive - and win.
The action in MadWorld - developed by PlatinumGames and published by Sega exclusively for Nintendo - is entirely in black and white. The only other colour is red for all the blood.
Players use the Wii remote to control the violent on-screen actions as central character Jack executes his way through the game.
A press release on the Sega website says: You play as Jack, whos caught up in the terror of Death Watch, the murderous game created by the terrorists who call themselves The Organizers.
To remain alive, and solve the mystery behind Death Watch, you must master the use of weapons and items found within the environment and compete in ultra violent mini-games designed to push you over the edge.
With its irreverent humour and over-the-top violence MadWorld delivers a visceral gaming experience that will be an instant classic on the Wii.
Sean Ratcliffe, Vice President of Marketing, SEGA of America, Inc, said: MadWorld pushes the envelope with its extreme content but takes a step away from the dark and serious nature of most mature games.
Released in 2006 the Wii has become a market leader with its original games appealing to a far broader age range than competitors like Sony's PlayStation and Microsoft Xbox 360.
Costing around £180 the consoles - which use wireless remotes to control the on-screen actions - have been hailed as the next generation of computer consoles.
While other consoles have focussed on better graphics the Wii has focussed on game play and the physical nature of their games. It has since become hugely popular with very young children, families and even the elderly.
A spokesman from Nintendo, said: Wii appeals to a wide range of audiences from children and teenagers to adult and senior citizens, anyone from 5 - 95, as such there is a wide range of content for all ages and tastes available.
Mad World will be suitably age rated through the appropriate legal channels and thus only available to an audience above the age rating it is given. The game is not made by Nintendo but by Sega.
MadWorld is in black and white, and uses red to show blood. More PlayStation 3 News...