Gamestation Defends "Sexist" Ad

Andy Chalk

One Flag, One Fleet, One Cat
Nov 12, 2002
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Gamestation Defends "Sexist" Ad


U.K. retailer Game defended Gamestation marketing as "slightly edgy and occasionally controversial" after one of its own employees complained that a new advertising campaign is "openly sexist."

A new GamesIndustry.biz [http://www.gamestation.co.uk/] to complain. "I agree Gamestation should target a more core audience than Game, but I just don't see what this slogan has to add to their campaign or to gaming in general," she said.

"It is pretty openly sexist - girls being cheap, obviously, but it's also pandering to the old stereotype that gamers are guys," she continued. "And of course any discrimination is banned by Game's own employee regulations, so I don't see why the company itself should be able to get away with it."

But Neil Ashurst, the head of public relations at Game [http://www.game.co.uk], which bought out Gamestation in 2007, said the ad may be edgy but simply reflects the realities of gamer demographics. "We welcome everyone into our stores and the Gamestation brand reflects its customer base which is still predominantly the traditional core male gamer," he explained. "Our marketing and in-store POS does, and will continue to, appeal to that audience. Throughout its existence, Gamestation has always been slightly edgy and occasionally controversial. Our customers love this about us."

The employee who complained said the response was "a bit of a cop-out" but not terribly surprising. "I appreciate Gamestation's style," she added. "But I don't appreciate them making me feel I'm not who they think should be buying their products."

Chicks, eh?


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Yopaz

Sarcastic overlord
Jun 3, 2009
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The stupidest ad I've seen since "Dead Space 2 your mother hates it".
Good job Gamestation...
 

josemlopes

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Jun 9, 2008
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It doesnt mean that the girlfriend is cheap, actually it means that she is expensive and going with games instead of girls is cheaper.
 

ShenCS

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Aug 24, 2010
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Dear Gamestation,
"Our customers love this about us."
What? No. What we love is that you're occasionally cheaper than the average Game. What we love is the no-nonsense trade-ins and preowned stuff. You're not a close friend or valuable business partner, you're a distributor. If somewhere else sold the games for cheaper, we'd all go there, no matter how "edgy" you are.
This? This is just childish.
 

Woodsey

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Aug 9, 2009
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"U.K. retailer Game defended Gamestation marketing as "slightly edgy and occasionally controversial"

Really? I always thought it was dressed up like a den for man-children. This confirms that.
 

Chibz

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Sep 12, 2008
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It's actually kinda funny, even to me.

Of course, the whiner brigade shows up and tries to ruin everyone's fun.

God I hate our species.
 

thedeathscythe

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Aug 6, 2010
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She doesn't even understand the ad, it's not saying girls are cheap, it's saying they're expensive, and buying that game at that price is less expensive than your girlfriend. So she just fulfilled another stereotype in my own eyes.
 

LavaLampBamboo

King of Okay
Jun 27, 2008
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Gameststion aren't edgy, they just feel sort of try-hard... They always come across as being so "ooh we're so in touch with the gamer! Check out our jageddy font! Yeah!"

I prefer GAME, although I'm aware they are the same company.
 

luckycharms8282

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Mar 28, 2009
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I laughed. people need to learn to to be so sensitive. You dont like it? Get over it. It isnt talking about you.
 

DeadlyYellow

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Jun 18, 2008
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Pfft. Everyone knows guys who play Call of Duty don't have girlfriends.
What's the going rate for a hardcore gamer's girlfriend nowadays? $1.99 a minute? What?
 

Crimsane

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Apr 11, 2009
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I wonder how the people who make big deals out of advertisements ever find happiness in their lives if they let every tiny thing like this bug them.
 

Kaze103

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Feb 11, 2009
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Andy Chalk said:
"It is pretty openly sexist - girls being cheap, obviously, but it's also pandering to the old stereotype that gamers are guys,"
What a homophobe. Since when can girls not have girlfriends?
 

ThreeKneeNick

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Aug 4, 2009
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Is she implying girlfriends are cheaper than 30 pounds?

Joking aside ... the ad is a joke. Its not edgy or controversial, its just silly. But complaining about it is even more silly.
 
Nov 5, 2007
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Chibz said:
It's actually kinda funny, even to me.

Of course, the whiner brigade shows up and tries to ruin everyone's fun.

God I hate our species.
Yeah, sexism is fun right!




Urg....
 

Mehall

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Feb 1, 2010
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Andy Chalk said:
But Neil Ashurst, the head of public relations at Game [http://www.game.co.uk], which bought out Gamestation in 2007, said the ad may be edgy but simply reflects the realities of gamer demographics.
No it doesn't:

Those who fall under Gamer demographics don't have girlfriends :D
 

Baby Tea

Just Ask Frankie
Sep 18, 2008
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Andy Chalk said:
"It is pretty openly sexist - girls being cheap, obviously...
Is it obvious?
I'll admit: When I first saw the ad, I thought it was a dig at how expensive having a girlfriend can be, not that the girl herself was 'cheap'. As in "It's cheaper to buy this game then it is to take your girlfriend out" or something. Maybe I just totally saw it wrong, but I got a very different message.

So if they are in fact saying girls are 'cheap', well then it's a blatantly sexist ad. But it they are saying that having a girlfriend is expensive, then I find it hard to disagree. Heck, I'm married and my wife can get darned expensive. How many purses does a woman need? Geez!