Angry bloggers accused the US-based gaming goliaths of mocking the disappearance of Madeleine McCann.
The image flashes up 37 seconds into the trailer for a new episode for megahit Halo 3 and was spotted by eagle-eyed fans pouring over the video for clues about the release.
A blogger at Games Asylum wrote: "As far as anyone is aware, there are no characters in the Halo universe named Maddie, which has lead many to assume that it refers to missing five year-old Madeleine McCann.
"Personally I see it as a joke at the missing child’s expense - as there is no other way to explain it - and thus completely in poor taste."
Developers Bungie were quick to apologise, saying the reference was an unfortunate coincidence.
A spokesman said: "This is an unfortunate coincidence but there is no connection between Bungie's game and the tragic disappearance of that little girl.
"As always, all of the characters in our games are fictional. Any similarities between real life and the characters in our games are purely coincidental. That said, this is both an unfortunate and unintended coincidence."
It was last night unclear whether the game manufacturers were planning to alter the name of the missing character before the launch of the new episode.
