A promotional pitch idea for PayDay: The Heist has appeared on the internet, and it seems to pander to a demographic of horny teenagers, using attractive Swedish models to tell girls to upload pictures of themselves, so others can vote on their attractiveness.
Those who were deemed attractive by the internet would be part of the PayDay movie.
Well, developers Overkill have come out and said that the production of the promo had nothing to do with them [via]. Instead it was a pitch by an external advertising company to promote PayDay: The Heist. Overkill, and the studio owners Starbreeze, had rejected the promotional piece and is now opening an investigation into it, stating they do not agree with the message the video portrayed.
That message being that women are there to look nice and no more. It is these kind of videos that help perpetuate negative attitudes towards gaming culture. We should have passed this phase by now, and most of us have. Gaming is growing up and stuff like that video belongs in a bygone era.
Plus the backing music was crap too.