Sony used a freshly slaughtered goat to promote the company's new violent video game for its PlayStation 2 console, the Daily Mail reported.
The dead animal's still-warm corpse was used as the highlight and centerpiece during a launch party for "God of War II."
Sony challenged guests to reach inside the goat's carcass and eat offal, which were bought elsewhere and intended to resemble the animal's entrails.
The company then further caused outrage when it used images from the party in its official PlayStation magazine. After being contacted by The Daily Mail, however, Sony issued an apology and promised to recall the materials.
Animal rights groups are in an uproar over Sony's stunt.
The International Fund for Animal Welfare said it was "outrageous" that the animal's death had been used "to sell a few computer games".
"It is stupid and completely unjustified," a spokesperson said.