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Half-naked women want you to play ... a game

What do eating cereal and playing video games have to do with each other? Only EVERYTHING of course.
What do eating cereal and playing video games have to do with each other? Only EVERYTHING of course.

Half-naked women are trying to get you to play a game ... by eating things and doing pushups. Yes, welcome to your daily dose of WTF?

Square Enix — the Japanese game company behind the "Final Fantasy" series — has begun a head-scratcher of a web campaign for their online game "Fantasy Earth Zero."

The campaign features short clips of real women dressed in doll clothes doing things like eating cereal, tomatoes and chicken (yeeeuck), exercising (if you can call it that) and refusing to take off their glasses.

"Fantasy Earth Zero" is a free-to-play game that got its start in the Japan and launched in the U.S. last May. It has some nine million players.

But what does "female eating zukan" have to do with this online brawler and role-playing game?

Perhaps Square just wanted to make sure everyone knew their game was a "female exciting zone." Because if you were thinking it was a pervy peeping tom zone, you were totally wrong.

Or maybe Square Enix just wants women gamers to know that they should feel pretty whether they have their glasses on ... or off.

As Kotaku points out, this isn't the first time Square Enix has brought voyeurism and gaming together.

As a gamer and a woman (one who wouldn't be caught dead doing these wimpy-style push ups) all I can grumble is: What's with all the lame video game advertising campaigns lately guys? Have all the game marketing execs turned into creepy 12-year-olds? Are you trying to send gaming back into the dark ages? Do you want women to play your games?

But seriously guys, if this is what you've gotta do to get people interested in your game ... I'm going to hazard a guess that your money and time is probably better spent on, oh, making the game better.

Then again, Square is the company that brought us this Japanese advertisement for "Final Fantasy IV."

So perhaps something is simply getting lost in translation.

(Thanks to Kotaku for the heads up.)

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Winda Benedetti writes about games  for You can follow her tweets about games and other things right here on Twitter.