This game isn't bad at all. My ten year old son loves this game. I watched him play the game, and wow, I could say the only thing bad is the trailer - it's misleading. I would suspect the game to be teen when I saw it. Then, I looked at the cover and it said: M for mature.
Now, my wife buys a lot of games for my two sons, ten and twelve and included Assassin's Creed, Left 4 Dead 2, Halo 3, Call of Duty: Modern Warfare 1 & 2 and finally Dead Rising 1 & 2. The worst game was Assassin's Creed but the one that is most appropriate is Halo. The gore in the game is very toony and my son has not been affected. I would put this game as E10+ .