Top 7... Blatantly sexist game advertisements

5. Nintendogs: ‘Volcanic’ little girl

Let’s get this straight: a girl, talking to her teddy bear, saying she’s moved on to Nintendogs because they better appreciate her “volcanic” outfit? Girls with a wall full of teddy bears should not wear “volcanic” outfits. That can only lead to stuff like this:

Above: From the nauseatingly-titled “Girlz play too” campaign

Condescending ads like this only prove exactly how hard it is to be a girl gamer. And for that matter, how hard it must be to be Reid Collins:

Above: Must be tough to be the only sixth-grader with a full mustache, huh?

But while we’re on the subject of obnoxious girly-girl stereotypes, take a look at this ad for Solar Fox on the Atari 2600:

The Valley-Girl accent and smug announcer are certainly grating, but they’re only part of the whole embarrassing equation. Take a look at Mr. Solar Fox himself. This little clip could be the originator of the age-old obnoxious stereotype that all men want to do is play video games, and that women are just pretty but ultimately superfluous distractions. And when you see the “changing solar fields” Mr. Fox is so engrossed in, it’s hard not to feel just a little ashamed of yourself for caring so much about the bump-mapping in Killzone 2.

Above: OK, she’s pretty annoying, but do you have to roll your eyes in every shot?

Ads that portray women as bimbos are one thing, but in order for an ad to truly make you cringe, the men in them have to be portrayed equally badly. Which, of course, brings us to…

4. Ninja Gaiden Sigma 2: Boobfest 2

We get it, she’s supposed to be a ninja hiding behind a wall, and her breasts are giving away her hiding place. But still. Look at the guys (and one girl!) who feel the need to check those drywall hooters: do you think they thought this through?

Think about the possible outcomes if you were in that situation. If the breasts you’ve touched are indeed fake, then you’ve just been fooled into touching fake breasts, revealing you as another loser enslaved by the lure of boobs, or more accurately, boob-shaped objects. And if they’re real breasts… well, then you’ve just groped a girl who’s ostensibly trying to hide from you. Mazel tov.

Really, there’s no reason for this ad to exist: we understand that, in Sigma 2, developer Team Ninja wanted to draw attention to the fact that the notoriously big-breasted Ayane from Dead or Alive was a playable character. Well, it’s pretty clear from this ad – and the more recently released viral video below – what they believed she was bringing to the table:

Above: Fair warning – this video is a little bit NSFW

Anyway, the game is about ninjas – why does it need boobs, anyway? There aren’t even any stealth sections that might call for Ayane to be hidden; God forbid a moment goes by where any part of her body might be covered up. Seeing as how this viral campaign has almost nothing to do with the game, it’s almost as if the Team Ninja PR team was egging us on to do something like this:

Above: But Lord knows we’re not going to draw attention to something like that

Seriously, check out this guy:

Good sir, may we remind you - there are real boobs right next to you. This isn’t the first time Team Ninja pulled this kind of thing, either: check out the trailer for the first Ninja Gaiden. It really seems like Team Ninja lacks sufficient confidence in the ability of exploding limbs, katanas and blood fountains to sell their games to a male adolescent market. So they add boobs, too. It’s enough to draw in the guys above, so it’s got to work on you, right? Right?


Top 7


  • dropdeadjames - November 2, 2010 8:56 a.m.

    oh, c'mon. rape? that's taking it a little too far. calm down.
  • ranivus - February 8, 2010 11:54 a.m.

    Well i understand all of those as 'blatantly sexist' the last one is kind of way out there. Way out there as in those are all Japanese commercials whereas, all the other ones are western commercials. They have gameshows about fake and real breasts, prankshows in public bathrooms, and another show where contestants get smacked in the nuts by aluminum bats. Those tecmo commercials are pretty tame compared to many other things available in japan. It would have made more sense putting some of those swedish VG commercials in there instead.
  • NicksRage - January 18, 2010 8:48 p.m.

    Tecmo needs to take a cold shower. LOL!
  • Vader999 - January 18, 2010 12:18 p.m.

    Geez loweez! Those boobs are like eggs waiting to hatch! Has Temco gone batshit insane? Instead of Boobs how about showing off something worthwhile instead, like story? drama? action? No it has to be wonder ultra conservatives and women never get into understanding our hobbies........
  • lymanzaar - December 24, 2009 11:36 p.m.

    Joe, where do You find this stuff. Commericials are the most forgotten relic of society, next to knitting. Maybe it's due to the game industry being born in Japan, where Woman's Rights aren't as forfront as they are here in the states.
  • Juggernaut140 - December 22, 2009 7:41 a.m.

    Once again, Gamesradar over analyzes something to squeeze out another article that shouldn't exist.
  • StoveToTheFace - December 8, 2009 10:54 a.m.

    I dont think using sex to sell games is sexist...evey media form does it...moves, tv, internet sites (including yours)..just becuse sex sells dont make it sexist. Now saying somthing like "Women should stop playing games and just leave it to the guys" (now that would be sexist, and not right). but come on no one wants to see a fat or ugly women naked or a fat and ugly male naked, even clothing stores use sexy women and men to model their clothing for the very reason games use hot women as their lead characters and adds use them to sell their games. We are to uptight as a nation go to japan sex is EVEY place you look, the UK too... i say ease up looking at a naked women on a game dosent make you or the people that made the game sexist unless they are making women inferrior to men, statments in games and things characters say sometimes tend to be more sexist..o and the PS3 add really? thats just stupid in no way shape or form sould that be on the list...i can see a few that mabey could be on this list but most i dont deem sexist...this is just my take on the subject but i say dont call somthing sexist when the list you have made up is exactly waht you are saying is sexist...which is think both list and games arnt for the most part.
  • civver - December 7, 2009 11:48 p.m.

    What the hell, where did the ad in number 1 even air? Anyone with a the tiniest smidgen of self-respect would not let it air.
  • reaperman22 - December 7, 2009 6:18 a.m.

    "Touching is good" lol
  • Arukami - December 5, 2009 2:13 p.m.

    Nice Juiced...eheh!
  • Ravenbom - December 5, 2009 10:03 a.m.

    To be fair, they're not really different than half the ads during a football game. (The Juiced ad being the exception) Good article though, Joe.
  • salamander_scales - December 5, 2009 8:43 a.m.

    Try hiring a woman journalist if you want to have articles of this nature. I doubt Joe Newman knows what he is talking about.
  • warhammer3 - December 5, 2009 6:24 a.m.

    first of all, dont act like guys who buy these games arent pervs. second the producers of these games think there is a market for them. but obviously they do not sell, so they are wrong. like i always say way spend 60 dollars on a game like that when you can just get a porn for 20?
  • bloodyshadow - December 4, 2009 11:36 p.m.

    I bought DoAX for the fun of belting hot chicks in the face with volley balls and I kinda got into it for the collectathonish gameplay. Didn't really appeal to me as a sex thing, although I knew that's what they were going for. When DoAX2 came out, I bought it cause I sorta liked the first one... 0 out of 50 achievements. Also, I was excited when I found out there was a video game character named "Bloody Shadow..." Then I found out it was Rumble Roses.
  • silvereye - December 2, 2009 8:36 p.m.

    Aw crap, looks I have been WORSENING the situation than helping it. I am one of those lonely teenagers who wanks to virtual games, apolgies gamers but I think ive just worsened your problem than helped it because of my unattractivness. :( Perhaps GR should do a dating guide for the lonely male gamer? :P
  • AlexMercer1337 - December 2, 2009 9:50 a.m.

    The last video was disturbingly perverted. Thanks for permanently scarring my life.
  • dmaster225 - December 2, 2009 5:52 a.m.

    I was cracking up at number 4 where the boobs were shaking wild. The funniest part was the guy shaking the controller like crazy and then "your wrists will be stronger" hahaha thats a classic.
  • vigeoman - December 1, 2009 10:38 p.m.

    lol i waz the kid with the moustache in six grade no joke
  • awinnerisjew - December 1, 2009 4:43 p.m.

    Anybody else notice that that was Wilson from "House" in the Solar Fox ad?
  • MangaPunkSai - December 1, 2009 2:56 p.m.

    Great, Sony. I love how the implication with either ad is that women just don't play video games. Hi, I'm a 26 year old woman, I own a 360, Wii, PS2, DS, N64... and well a bunch of stuff. I've been playing video games since I was 7. My favorite game series at the moment is Assassin's Creed. I exist. I remember there being another Sony ad where a guy tries to trick his girlfriend by telling her his new PS3 is a "movie downloading machine." She thankfully recognizes what the device is, but then all she wants to do with it is watch the movie 50 First Dates. I'm kinda glad I still haven't picked up a PS3...

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