Square Enix has apologised for offence caused by a Hitman: Absolution Facebook App that allowed users to place 'virtual hits' on their friends.
The app, which has since been pulled, allowed players to send insulting personalised videos to their Facebook friends identifying their "ginger hair", "small penis" and a number of other derogatory descriptions.
The App was quickly criticised by gamers and developers alike for seemingly promoting internet bullying.
In a statement sent to CVG, Square Enix admitted it was "wide of the mark" with the app.
"Earlier today we launched an app based around Hitman: Absolution that allowed you to place virtual hits on your Facebook friends," the statement reads. "Those hits would only be viewable by the recipient and could only be sent to people who were confirmed friends.
"We were wide of the mark with the app and following feedback from the community we decided the best thing to do was remove it completely and quickly. This we've now done.
"We're sorry for any offence caused by this."