Because the video game industry’s target market is a young male, there is a growing tendency to depict women as ‘hyper sexed’ female characters. As vastly improved technologies enable electronic game characters to look, sound and even move in a more lifelike way, action adventure and fighting games are taking on new sexual dynamics thus creating a stir about female representations in video games. (Marriott, 2003:1)
There are also studies that suggest there is a growing trend in depicting graphic violence against women in the industry’s most popular games. Many fighting women characters are emerging. This is because game developers are looking for profitable new directions in the highly competitive video game industry. The new female character is clever, strong and powerful. However, the female character depending on the player’s ability and the game design may be a victim of violent assaults by men in certain video games. (Marriott, 2003:2)
For many women watching women characters do combat in video games is empowering. They believe that playing these violent video games where women are seen as gladiators does not encourage women to be the victims. (Marriott, 2003:2) Whereas, others believe that the images of the aggressive female characters are not empowering to women rather they are derogatory. (Marriott, 2003:2) To many critics, video game violence is unacceptable, especially violence against women. (Media Report to women, 2003: 1)
For example, in a best seller with worldwide sales of more than 8.5 million ‘Grand Theft Auto: Vice City,’ players are rewarded for having sex with, and kicking a prostitute to death. In the game, made by Rockstar Games for Sony’s Playstation 2 and X- Box, male characters can beat women with their fists, feet and in one instance a golf club. (Marriott, 2003: 2) This is disturbing considering it has sold more than 8.5 million copies mainly to young men.
Young men and boys who form the overwhelming majority of console game players not only like games with female characters, but also pay far more attention to those characters than they do to their digital male counterparts. According to studies young men expect their digital divas to be voluptuous and attractive. For example, the famous female character Lara Croft from the game Tomb Raider is considered as a video pinup girl. (Marriott, 2003:3)
Recently a video game company called Majesco launched Blood Rayne2, which features a large breasted, half-human, half vampire woman named Blood Rayne. The company paid for a $5 million dollar 30- second TV advertisement to market the video game at young men. The advertisement focuses on the theme ‘lethal erotica’ and shows off the sexy ‘Boob’ Rayne character and her new violent fatalities. ‘Lethal erotica’, referring to plunging necklines, blood- red hair and pointy teeth. Supporting the TV add, the October issue of Playboy will picture Blood Rayne topless in their sexist women of videogames pictorial. (Hein, 2004: 20)
This may be appealing to the male market. However, the growing number of female users may not be interested in the plunging neckline and sexy female characters portrayed in video games. According to Keefe, when you put some hypersexed female on the cover of a video game, what that says to girls is ‘Don’t play this game, even though the game itself might be fantastic. (Keefe, 2004: 1)
Media Report to Women. (2003) ‘Women’s role in popular video games: Stripped down and killed off’ Media Report to Women [Online]. Vol. 31, Iss.1. pp1-2. Available: [Go to Article] [Accessed 7/09/04]
Hein, K. (2004) ‘Majesco expects titillating exposure with BloodRayne 2’, Brandweek [online] Vol.45, Iss.32. pp20. Available: [Go to Article] [Accessed 16/10/04]
Keefe (2004) ‘Women seek more of game action’ pg.1 [Online]. Available:[Go to Article] [Accessed 8 Sept. 2004]
Marriott, M. (2003) ‘Fighting women enter the arena, no holds barred’ pg.1 [Online]. Available:[Go to Article]
