The game publisher hired a group of nearly 20 people to stand outside the Electronic Entertainment Expo in Los Angeles on Wednesday and appear to protest the upcoming EA game "Dante's Inferno." EA spokeswoman Holly Rockwood says the stunt was arranged by a viral marketing agency hired by EA.

The group claimed to be protesting the third-person action game — loosely based on Dante Aligheri's poem "Divine Comedy" — because they said the game glorified eternal damnation.

The fake religious protesters passed out pamphlets and held up picket signs with messages such as "Hell is not a Video Game" and "Trade in Your PlayStation for a PrayStation."