Trend Spotter — January 28, 2006 — Naughty
References: news
Maybe the video game industry is cleaning up its image. Is that possible?
From CNET:
The video game industry's 2006 E3Expo trade show in Los Angeles is getting a makeover--banned are the swarms of sexy, semi-clad "booth babes" that in years past took the unveiling of new games and technology to titillating new levels.
Rules prohibiting the use of scantily clad young women to peddle video games are nothing new, but the handbook for this year's show in May outlines tough new penalties, including a $5,000 fine on the spot for the booth owner if the "booth babe" is semi-clad.
"What's new in 2006 is an update and clarification of the enforcement policies; as we do from time to time, we have taken steps to ensure that exhibitors are familiar with the policy and how it will be enforced," Mary Dolaher, E3Expo show director, said in an e-mail.
From CNET:
The video game industry's 2006 E3Expo trade show in Los Angeles is getting a makeover--banned are the swarms of sexy, semi-clad "booth babes" that in years past took the unveiling of new games and technology to titillating new levels.
Rules prohibiting the use of scantily clad young women to peddle video games are nothing new, but the handbook for this year's show in May outlines tough new penalties, including a $5,000 fine on the spot for the booth owner if the "booth babe" is semi-clad.
"What's new in 2006 is an update and clarification of the enforcement policies; as we do from time to time, we have taken steps to ensure that exhibitors are familiar with the policy and how it will be enforced," Mary Dolaher, E3Expo show director, said in an e-mail.
Trend Themes
1. Virtual Spokesperson - As the industry removes 'booth babes,' online gaming companies who once hired these models could use virtual spokespersons to represent their games.
2. Gender Diversity - The industry could push for more gender diversity not only in the game characters but also in the representation of these games in trade shows.
3. Humanitarian Marketing - Companies could take a more humanitarian marketing approach and focus on the technological features of their games instead of using sexual objectification to sell their products.
Industry Implications
1. Video Games - Video game companies could move away from objectification of women and promote gender diversity at trade shows to attract more players and improve player retention.
2. Marketing and Advertising - Marketing and advertising agencies could help video game companies create campaigns that focus on the technological features of their products instead of using sexual objectification.
3. Technology - Technology companies could develop virtual spokespersons to represent gaming companies and products in place of physical models, offering a new way to market video games and attract new players.
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