Against a very real backdrop of murder, kidnapping and torture, an upcoming video game is inviting players to "embark on a bloody road trip" to the Mexican border city of Juarez.
"Call of Juarez: The Cartel" is an update to an Old West series from Ubisoft. But this time, players are inserted into the city in a game set in the present.
As some of the most brutal fighting yet between drug cartels in the region rages on, the game has officials and others upset.
"Of course, it is something that those of us who love our city don't like at all," Jose Reyes-Ferriz, the former mayor of Juarez, told CNN on Monday. "It's something that demeans our city."