Mobile Game Developers Criticized for Perpetuating Harmful Stereotypes in Advertisements

A recent report has accused mobile game developers Microfun, Nanobit, and Magic Tavern of promoting damaging stereotypes and violence against women in their advertising campaigns. The report, featured on Sky News, highlights the use of misogynistic tropes in advertisements for match-3 puzzle games, including Project Makeover, Gossip Harbor, and Hollywood Story, to attract players in the UK. These ads have been described as depicting 'incredibly harmful' scenarios, including physical assault and emotional manipulation. The combined downloads of these games total 67.7 million, generating $367 million in revenue from in-app purchases last year, according to data from Similarweb and AppMagic. Sky News notes that these examples are part of a larger issue, where mobile game companies use themes of domestic abuse and violence to promote their games, which often have no relation to the actual gameplay. Eliza Hatch, founder of the anti-public harassment campaign Cheer Up Luv, comments on the harm caused by these advertisements, stating, 'It's incredibly harmful if you're seeing these things even subconsciously... What is that encouraging?' In response to the criticism, Microfun has apologized and removed the offending ads, stating that their purpose is 'to entertain safely and responsibly.' Nanobit, the developer of Hollywood Story, claims that their advertisements are 'lighthearted, fictional scenarios' that do not promote harmful stereotypes or violence. Magic Tavern has declined to comment on the issue. The Advertising Standards Authority is aware of the advertising campaigns and has previously taken action against mobile game adverts that were deemed likely to cause 'serious or widespread offence.'