Promotional bust of dismembered woman receives backlash of criticism.
Clad in only a Union Jack bikini and missing its head and limbs, the gory statuette raked in criticism for misogyny, glorifying violence and bad taste.
The backlash led to the developer issuing an apology for the premium-priced Zombie Bait Edition of the game on its Twitter page.
“We deeply apologise for any offence caused by the Dead Island: Riptide 'Zombie Bait Edition', the collector's edition announced for Europe and Australia,” the company said in a statement.
In an attempt to explain its thinking, Deep Silver stated that it designed the bust to appear as “cut up” as fans had done to zombies in the original game, Dead Island.
“We sincerely regret this choice,” the statement continued.
“We are collecting feedback continuously from the Dead Island community, as well as the international gaming community at large, for ongoing internal meetings with Deep Silver's entire international team today.”
Deep Silver previously courted controversy and outrage with the release of the original Dead Island, which included code that labelled one of the female characters “feminist wh*re”, which the company promptly expressed regret about to games writer Tracey John.
This follows on the back of a recent warning by US Vice President Biden that the games industry is suffering from a public perception problem over its glorification of violence.