A few people have complained about the Dante's Inferno promotional team telling consumers to "Go to Hell," but EA Games president Frank Gibeau believes that everybody's favorite realm of post-mortem punishment is a key factor to the game's marketing.

"I think when you look at Dante's Inferno you start with something that everybody has some knowledge of, which is Hell," claims Gibeau. "I think when you look at Dante's Inferno you start with something that everybody has some knowledge of, which is Hell.

"So we found early on that the game, tied to the poem, had an interesting angle to it that allowed us to really step into the concept of going to Hell and fighting. What we've found so far -- among them anger, lust, treachery, gluttony -- everyone can relate to those things."

The advertising campaign for Dante's Inferno has been ... dodgy, to say the least. However, the focus on Hell is certainly controversial and will most likely generate interest from mainstream press outlets. Anger enough Christians, and you can guarantee that Dante's Inferno will shift a fair few copies.