Jex
Member
Games with female leads don't sell. At least that's what Activision believes, looking at top software sellers in any given year for evidence and choosing only projects that go with the trend, sources claim.
In 2007, we're told the publisher even went so far as to change the protagonist in a new concept -- the project that would become True Crime 3 -- from a female to a male, on the rationale that the female wouldn't move software units.
Numerous former employees of the company's studios tell Gamasutra that Activision relies on focus tests to a contentious extent -- and the result is that according to our research, the only titles published by Activision since 2005 that feature female leads are licenses, like Barbie and Dora.
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It's important to stress that many publishers use focus testing and market trends to try to predict what will sell, and to some extent the design follows.
However, our sources contend that Activision corporate routinely takes this methodology to extremes, making the pioneering of new ideas difficult -- and, some believe, at the expense of not only innovation, but overall quality, as developers get instructions to re-work projects mid-stream to keep pace with checklists of gameplay trends, even against the better judgment of the design teams.
Look to that methodology to explain why all of Activision's flagship properties are male-led, says the source: "If Activision does not see a female lead in the top five games that year, they will not have a female lead," says the other source. "And the people that don't want a female lead will look at games like Wet and Bayonetta and use them as 'statistics' to 'prove' that female leads don't move mass units."
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Characters like Tomb Raider's Lara Croft -- who's received modifications in recent years to show more spine than skin -- and Metroid's iconic Samus would seem to challenge the assertion that strong female heroes are not marketable. Audiences embraced Mirror's Edge tough-girl Faith, around whom EA's made no secret it plans to build a franchise, after the game's below-target sales numbers were chalked up to design issues and poor release timing, not the heroine.
An informal poll of gamers on Twitter hardly showed a preference for male leads. While many said the gender of their hero doesn't matter "as long as it's a fit" for the game's story, or as long as the hero "is well characterized", more respondents actually expressed a preference for female leads (with one common caveat: "as long as it's a real woman and not a seventh-grader's fantasy") and complained about the lack of diversity in games -- suggesting at a glance, at least, that there's a market opportunity for a strong heroine, not a net negative.
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However, when contacted for comment on this article, Activision explicitly denied the assertions of the multiple sources cited on this piece. "Activision respects the creative vision of its development teams," said the company in a statement. "The company does not have a policy of telling its studios what game content they can develop, nor has the company told any of its studios that they cannot develop games with female lead characters."
Full, unedited article over at Gamastura (also see some stupid comments).
These claims, if true, are certainly interesting.
Lock if old, etc.