Only in Australia: GAME Catches Heat for Willy-Waving Reward Scheme

What's the best way to revamp an in-store reward card scheme? Just ask the Australians - retailer GAME has gone for the predictably amazing "willy and bums" approach, and is now catching a fair bit of heat for it.

The new reward cards feature cheeky Aussie blokes posing in various positions, with the owner's fingers assuming the role of willies and bum cheeks through scientifically placed holes. Sounds marvellous.

According to MCV, it seems that the campaign has resulted in a slew of complaints from offended parties to the Australian Competition and Consumer Commission.

GAME was reported to have declined comment on the advertising itself, instead providing the stock response that "We decided to relaunch our Reward Card program, with extra benefits, to give us a major point of difference over the competition. It is important for videogames companies to acquire, retain and engage with customers, and our GAME ON Reward Card will certainly do that."

It certainly will, to a degree. You certainly can't get manlier than man-bits.