UK-based video game retailer Game is dealing with a significant backlash following an advertisement that mocked domestic violence and abuse.
The post in question, which served as an advertisement for a Valentine's Day promotion, includes a meme that many have described as "tasteless" and "offensive." The tweet, which has since been deleted, depicts a row of what appear to be older models of iPhone. Three of the devices are badly damaged while the fourth, which is seemingly being caressed, is in pristine condition. The text for the image reads, "Shhhhhh baby. I ain't gonna treat you like the others." The meme has been blasted on social media for making light of domestic violence while also using it as a marketing tool.
While GAME subsequently deleted the tweet, many of the replies were captured by Eurogamer. Commenters criticized the retailer for the tone-deafness of the image, noting that even if the promotion wasn't themed around Valentine's Day it would still be insensitive. Others pointed out that posting the image just after the Super Bowl, an event that often causes a spike in domestic abuse cases, was poorly informed and a grievous oversight.
"Wow. Just wow. Making light of domestic abuse to sell preowned phones... GAME really need a new social media team if they think this is acceptable," reads one reply to the tweet in question.
Many are calling for an official apology from GAME as well as a statement explaining why the image was used to promote its sales. The retailer has yet to address the controversy but has posted several other tweets since the offending post was removed.
While the treatment of women in the video game industry has improved in recent years, there are still significant strides to make. 2021 saw a massive controversy unfold after publisher Activision Blizzard was investigated and sued by the state of California following widespread accusations of workplace sexual harassment. While many protests have been held to raise awareness and hold the higher-up executives accountable for the matter, many Activision Blizzard fans have sworn off the company for good. Following its acquisition by Microsoft, employees are reportedly hopefully that drastic changes will take place that will lead to a healthier environment for all female workers.
Source: Eurogamer