SEGA's MadWorld - the classification of which so disappointed UK moral watchdog, MediaWatch UK - is really no more offensive than Tom & Jerry.

So says the game's director, Shigenori Nishikawa, who points out that, "I feel the type of violence you see in Tom & Jerry is very close to the type of violence you see in MadWorld."

He also goes on to deny that Frank Miller's Sin City was an influence on the game's look: “It just happens to be that Sin City is of that style. We love that type of artwork, but it's not necessarily an influence", he says.

Then things go very, very PR spin indeed. Basically, MadWorld is a violent game featuring lots of blood and brutality. However, if you are trying to get Wii owners to buy it (and retailers to stock it) then you've got to attempt to work around the blood, brutality and violence. You'd need to say something like: "The splash of red makes the violence clearer, as the black and white would deemphasize it. The colour schemes both amplify and negate the violence."

You would then follow that with, "I also feel that it's important that the media and the developers communicate this to adult gamers out there in the world; this is a game for adults. Above all, this is a game. What happens in it – happens in it is a game. It all takes place in a video game environment."

Mmmm, do we detect the smell of back-pedalling?

Let's see what the game's website has to say about it? "Take control and compete in a variety of ultra-violent 'Blood Bath Challenges'..."

Mmmm...