Warning: This article contains descriptions of domestic abuse and harmful gender stereotypes.
The mobile gaming industry, now worth billions, has become a fertile ground for the exploitation of misogyny and harmful gender stereotypes. Adverts for games like Project Makeover, Gossip Harbor, and Hollywood Story depict women as victims of abuse, humiliation, and objectification, all in the name of driving downloads and revenue. These adverts are not just tasteless, they are part of a systemic issue where capitalism profits from the perpetuation of gender inequality.
The Adverts: A Closer Look
The adverts in question are designed to shock and provoke, using exaggerated and often grotesque scenarios to capture attention. For example:
- Project Makeover: A woman is humiliated when her partner throws her father’s ashes over her. She is then subjected to a forced haircut, leaving her bald and sobbing.
- Gossip Harbor: A man ignores and physically abuses his wife and daughter, who are later shown struggling in the cold after leaving him.
- Hollywood Story: An “unattractive” woman tries to trap a man into a relationship by sabotaging a condom.
These narratives are not just offensive—they reinforce harmful stereotypes about women as victims, objects, or manipulators. They trivialise serious issues like domestic abuse and sexual coercion, presenting them as fodder for entertainment.
The Money Behind the Misogyny
The mobile gaming market is a lucrative industry. According to Bryter, nearly half of UK adults play mobile games, with the market projected to reach 2.76 billion this year.
Isabel Davies, a senior associate at law firm Wiggin, explains the rationale behind these adverts: “The mobile game space is so competitive… you are having to work very, very hard to get eyeballs in front of your game, and even then you need to get them to download and play the thing.” She adds, “I can see how games companies might pull some slightly more controversial threads in order to get more of a response out of their advert. It’s incredibly disturbing.”
Sociological Analysis: The Normalisation of Misogyny
The adverts reflect and reinforce deeply entrenched societal attitudes towards women. Sociologists have long studied how media perpetuates gender stereotypes, and these adverts are a prime example.
1. The Male Gaze and Objectification
Laura Mulvey’s concept of the “male gaze” is relevant here. Mulvey argued that media often portrays women from a heterosexual male perspective, reducing them to objects of desire or ridicule. In these adverts, women are either victims to be pitied or objects to be mocked. For example, the woman in Hollywood Story is depicted as unattractive and manipulative, playing into the trope of the “desperate woman” who must resort to deceit to secure a man’s affection.
2. The Normalisation of Domestic Abuse
The adverts for Project Makeover and Gossip Harbor trivialise domestic abuse, presenting it as a humorous or dramatic plot device rather than a serious societal issue. This aligns with studies that show how media representations of domestic violence can shape public perceptions. A 2018 study by the Journal of Interpersonal Violence found that exposure to media depictions of domestic abuse can desensitise viewers and reinforce harmful stereotypes about victims.
3. The “Damsel in Distress” Trope
The “damsel in distress” trope, a staple of patriarchal narratives, is central to these adverts. Women are portrayed as helpless and in need of rescue, perpetuating the idea that they are incapable of agency or autonomy. This trope has been criticised by feminist scholars like Simone de Beauvoir, who argued that such representations reinforce women’s subordinate status in society.
The Harmful Impact on Society
The impact of these adverts extends beyond the gaming world. They contribute to a culture that normalises misogyny and gender-based violence.
1. Reinforcement of Gender Stereotypes
Research by the Geena Davis Institute on Gender in Media has shown that exposure to gender-stereotyped media can shape attitudes and behaviours, particularly in young people. For example, children who consume media that portrays women as passive or submissive are more likely to internalise these stereotypes.
2. Desensitisation to Abuse
By presenting domestic abuse as a source of entertainment, these adverts risk desensitising viewers to the realities of gender-based violence. A 2020 study published in Violence Against Women found that exposure to trivialised depictions of abuse can reduce empathy for victims and reinforce victim-blaming attitudes.
3. Impact on Mental Health
For women and girls, these adverts can be deeply damaging. Research by the American Psychological Association (APA) has shown that exposure to sexist media can lead to lower self-esteem, increased body dissatisfaction, and higher levels of anxiety and depression.
Advertising Rules and Accountability
The UK’s Advertising Standards Authority (ASA) has strict guidelines to prevent harmful stereotypes in advertising. Under these rules, adverts must not “include gender stereotypes that are likely to cause harm, or serious or widespread offence.” Recent updates to the guidelines also address body image, prohibiting adverts that irresponsibly portray particular body types or exploit insecurities.
When approached for comment, Microfun, the developer of Gossip Harbor, admitted they had “missed the mark” and apologised for any distress caused. They removed the adverts and stated they were reviewing their policies to ensure future content is appropriate.
Nanobit, the developer of Hollywood Story, defended their adverts as “lighthearted, fictional scenarios” that do not promote harmful stereotypes or gender-based violence. They expressed regret for any offence caused but maintained their compliance with advertising regulations.
Magic Tavern, the company behind Project Makeover, did not respond to requests for comment.
A Call for Change
The exploitation of misogyny in mobile gaming adverts is not just a marketing strategy, it is a reflection of broader societal issues. As Eliza Hatch, founder of Cheer Up Luv, argues, “We need to ask ourselves: what kind of world are we creating when we allow these narratives to flourish?”
To combat this, we need:
- Stronger Regulation: Regulatory bodies like the ASA must enforce stricter penalties for adverts that perpetuate harmful stereotypes.
- Corporate Accountability: Gaming companies must take responsibility for the content they produce and promote, ensuring it aligns with ethical standards.
- Consumer Awareness: Players must challenge and reject games that exploit misogyny, sending a clear message to the industry that such tactics are unacceptable.
The mobile gaming industry has the potential to be a force for good, offering entertainment and connection to millions. But as long as it continues to profit from misogyny, it will remain complicit in perpetuating gender inequality.
If you or someone you know is a victim of domestic abuse, support is available. Reach out to organisations like Refuge or Women’s Aid for help.
