ESRB Removes Hanging Corpse From U.S. Dead Island BoxESRB Removes Hanging Corpse From U.S. Dead Island Box

The Entertainment Software Rating Board has asked publisher Deep Silver to remove an image of a corpse hanging from a palm tree on the U.S. box art for its upcoming zombie game Dead Island. The image -- which is part of the game's logo and forms the letter "I" in the game's title -- will be replaced on the box by that of a shambling zombie. The logo will remain unchanged in the game itself, as well as on the packaging for the game's European release. "The video game industry has set guidelines about the types of content that are appropriate in advertising and marketing materials, which includes game box art," the ESRB said in a statement sent to IGN. "According to those guidelines the depiction in the logo was not compliant." While the ESRB says it doesn't dictate what content can go into a game, aside from providing a rating of that content, the organization says it places limits on marketing materials because they "are seen by an audience that is much broader than that which actually purchases the game itself." The ESRB's Advertising Review Council has required web sites to place age gates on trailers for titles with an M rating or above since at least 2005, and has published guidelines for appropriate game advertising since 2000. Those guidelines include the statement that "no advertisement should contain any content that is likely to cause serious or widespread offense to the average consumer." Bethesda requested the withdrawal of a 2008 Fallout 3 trailer after being cited by the ESRB for violation of those guidelines. Dead Island rose to prominence thanks in large part to a violent yet hauntingly beautiful trailer that features detailed attacks on undead enemies, as well as an image of an undead little girl falling from a broken window. The game, which is due for release in 2011, has not yet been rated by the ESRB, but has received an 18 rating from Europe's PEGI rating authority.