Last week's satirical advertisement for Mass: We Pray, which featured cross-shaped motion controllers and gameplay modes like 'baptism' and 'ring the tower bell', has turned out to be another bit of sneaky marketing for EA's upcoming Dante's Inferno.

All of the game's marketing efforts have tied into the seven deadly sins. Back at E3, EA held a contest asking attendees to take pictures with booth-babes, which tied in with 'Lust'. EA also sent out checks to media outlets as a tie-in with 'Greed'. Apparently the Mass: We Pray advertisement ties in with 'Heresy'.

Seeing these marketing stunts fall flat, I wonder if the controversy EA is trying to raise is doing the game any good.