Dragon Age - the women of DA in Maxim Magazine - a marketing ploy?

[aries100]

If you've been following the marketing for this game, you probably know that it has been accused of catering to adolescent buys who might not even be old enough to buy the game. Now it seems Bioware are at it again:

Maxim Magazine has an article (and a number of tantalizing pictures) up on the women of Dragon Age: Origins. They focus on Morrigan and Leliana and the real life women, Alleykatze and Victoria Johnson, who loaned us their bodies to create the in game characters. Maxim Magazine is a Men's Magazine. While the pictures are not explicit, they would certainly give your maiden auntie a conniption fit. Click the link if interested. Click Here

Here's The Escapist's view on it:

But we're not here to know about them, or care about them, or even think about them; our only interest is in looking at them and they're adequately suited to that purpose. Hair color aside, however, I don't think either woman looks much like her Dragon Age counterpart, but if I was to pursue that line of thought I might end up suggesting that basing videogame characters on bland-looking "models" and then plastering them all over Maxim in various states of undress is little more than a cheap publicity ploy seeking to attract the horny, undersexed teenage boy demographic that's graduated from Mad Magazine but isn't quite old enough to buy Penthouse. And we wouldn't want that.

I have to say that I agree with how the Escapist sees this. Is it OK to market a game this way? What do you think?
More information.

 

[Dyspaire]

I'll be honest… as nonsensical as this may sound, I want Dragon Age to fail a little bit, based solely on how the marketing campaign has been run.

From the news lately (apparently quite hard, apparently quite tactical, apparently very deep), my hopes for the game itself have actually risen in the past couple of weeks.

But come on, Bioware. I highly doubt even the demographic you're targeting (25 and below) with these inane and plastic and eXXXXtreme ads, don't see right through it all.

Why propagate terrible marketing techniques that you yourselves would despise in any other products' ad campaign? Why give in to the show business side of the gaming industry? You're already rich; you're already very well-established.

You boast about the millions of people who take part in your online community… if you don't think the game would sell a million copies based on that fact alone, you don't understand the internets very much.

If you took all the money you spent to get Marilyn Manson, or buy some gloss in Maxim… we could have all had cloth maps, dammit.

/hopeful about the game
/soooooo turned off by the company. EA would have no effect? Right.

 

[Melvil]

What he /up said, and, we're all adults here, why sensor your own newsbit by darkening the post thus requiring a highlight? Are there really people here who can't handle Maxim?

 

[DeepO]

Rude titties.

 

[huggster]

This is hilarious.
I can see computer game character realism will be driven by how wankworthy the females are … hehehe

I think they finally realise sex can sell computer games as well ......

 

[dagoo7]

Have to say I am worked up about this not a bit. And I don't really get why people get so upset about this stuff.

Is it more than a bit immature, adolescent, and embarrassingly prurient? Surely, as is about 60+% of everything on the internet and 90+% of all entertainment media outlets. Moreover, as a 35-yr old who plays computer games all the time, I can't really be casting stones. Frankly, its essentially free marketing and exposure regardless of how you feel about it.

All's I care is that the game is good and gameplay is thoughtful and complex and this has absolutely nothing to do with that one way or the other, other than I would (no matter how mature I think I am) prefer to look at more attractive character models whether they are maxim-worthy or otherwise.

Edit: BTW If this questionable marketing helps gets a younger audience into real rpg gaming rather than Gears of War 18, its much better of for us oldschoolers in the long run regardless of how we feel about the other people in the room.

 

[hishadow]

Another trainwreck from the EA marketing department.

 

[Dhruin]

What he /up said, and, we're all adults here, why sensor your own newsbit by darkening the post thus requiring a highlight? Are there really people here who can't handle Maxim?

We didn't. Some of the style commands from The Escapist were accidentally copied along with the text. Aries100 obviously doesn't use the Dark theme (neither do I) and so didn't see it. I'll fix it when I have the chance.

 

[stefan9]

Couldn't careless its just marketing. Has no real impact on the game. If it attracts more people to enjoy the game great, if not so what.

 

[screeg]

I am SHOCKED that you would imply this is some kind of marketing "ploy" by Bioware!

The handful of game tie-ins they've revealed so far, like the novel, the online brag site for players, the day-one DLC, the sequel to the novel, the online comic, the upcoming print comic, the Flash game, the character generator, the trip to London, the let's-compare-tits Maxim article*— all are in service of the diehard fan of true, old skool role-playing.

*I admit I haven't check the internet in the last hour so this may not be a complete list.

 

[aries100]

Nice discussion

edit:

Of course, it is a marketing ploy by Bioware, and EA, possinly, too. The point being: Is this the correct or ethical way to market a game?

/edit

To me, being a fan of Bioware it is really sad to see them sell out this way. Bioware has been the only company so far that haven't resorted to these kind of cheesy tactics to sell a game i.e. to appeal to adolescent buys. If it really were about the woman of Dragon Age, Wynne, would have been there as well, not just the two young girls that modeled for Morrigan and Leliana.

I also think that this is pretty bad for us as gamers; the image of us as mama's boys sitting in our parents' basement, drinking coca-cola, eating, while reading such magazines as Maxim (since we couldn't get a a date), has been waning these past few years. I just fear (maybe unfounded) that this action from Bioware's and EA's side will bring these images of gamers back to the public eye again.

Let's us also not forget that this game is intended for mature audience e.g. for people over 17+ and 18+ ; my guess, however, is that many gamers that are 25+ and older will be picking up this game, simply to remisc the good old days of Baldur's Gate.

NB: My apologies if anything technical e.g the links or the quoted text didn't work as intended.

 

[ortucis]

People are complaining about THIS? So the fact that they are coming out with a DLC just after the release pretending it's just extra content they couldn't add in the GOLDEN release is hardly bothering anyone but the way they are marketing the game is?

I am more worried about features getting cut from the game - which they have been working on ages - over half naked female characters (which are present in every possible game/movie/TV shows, nothing new).

 

[skavenhorde]

Couldn't careless its just marketing. Has no real impact on the game. If it attracts more people to enjoy the game great, if not so what.

I think we are going to be in the minority with this point of view, stefan. I could give a rats behind about how EA markets this game. There is no way I'm going to take the holier than thou approach to this.

Why not have a magazine like Maxim do some silly little piece on the game? It's not like there haven't been 'sexy video game girl' articles done before.

 

[Roland]

Wasn't the whole point of the photo's/article to show the models that the characters in the game were based (rendered?) on? Were they scanned, then digitized?

Quote:
"We've got exclusive photos of real-life hotties Alleykatze and Victoria Johnson who lent their sexy curves to their video game counterparts."

So if this is the case then the pics & article are fully justified imo

Now if they just went out and tried to find actress that "looked" a little bit like the characters then yea that would be a stretch

I do have to disagree with earlier comment and say I think they look quite similar.

And both models are quite attractive imo

I think there's a ton of aging gamers out here who have become too ridged and tight @ssed about things and have forgotten what it's like to have some fun with things and be a bit young at heart or a bit immature…

I say this as an age 43 aging gamer and responsible adult, who still strives to have fun and as young at heart as possible

It's 8 pictures, nice to look at, that "apparently" tie into the game's development.

Not the end of the world…and not the evil, inappropriate marketing ploy that some suggest.

Just my opinion.

Regards & Good gaming ALL

ps - looking forward to DAO, have the Collectors Edition(PC) game/manual ordered, looking forward to playing!

 

[Dhruin]

I think this is a good discussion to have.

I doubt the models were genuine inspiration for DA. I'd be surprised if the quality of concept artists Bio should have in house really need to check out some soft porn models. It seems much more likely someone in marketing realised some link could be made and packaged to Maxim (I bet they created a list of possible models and ended up with these two).

So, assuming this is nothing but marketing fluff - does it matter? It's pretty juvenile and demeans the brand, I'd say. On the other hand, it doesn't affect the game itself and therefore I don't really care.

For the guys who want the game to fail because of the marketing...really? I mean, just pretend it actually is a great game. You want to lose that because some pinhead suits prostituted the marketing dept?

 

[Dyspaire]

It's not that big a deal. It's not. Easy to ignore. Truth be told, I haven't even looked at the Maxim spread… because, well, I don't care enough.

There are far more interesting boobies to be had.

I was going to buy the game anyway. Just like you.

Just like, I'm willing to wager, the sizable majority of Dragon Age purchasers.

The internet makes advertising and promotion largely irrelevant. Just ask the music industry.

Not that it's all going away overnight. Advertising is so ingrained in our culture; one wonders if that's even possible.

If it was just the Marilyn Manson dealio… sure, fine. If it was just the Maxim spread… sure, fine. If it was just the next-day DLC… … … and here we are.

Why not take the time to sell the story, the gameplay?

Why not show a little class?

People would respond, I think.

They're much more sophisticated than marketing agencies think.

Bill Hicks on Marketing, NSFW language.

 

[skavenhorde]

Why not take the time to sell the story, the gameplay? [/URL]

They've done that as well. Check out all the gameplay trailers. Plus, they went the extra mile for the story. They made a prequel novel for the game. Gaidar did an excellent job setting the scene, imo. After reading that book I'm very excited to see some of those places that were portrayed there. Knowing some of the lands history is a plus as well.

They're much more sophisticated than marketing agencies think.

Bill Hicks on Marketing, NSFW language.

I also thought of Bill Hicks when I read this. Especially, his bit on the ultimate television commercial. (Sorry about the sound quality. It was the best video on that bit I could find.)

In the end, I still don't care. They've already given me enough information on the actual content of the game for me to know that this is a game I will probably enjoy.

I found this overview on Maxim. This was done back in 2002. Maxim had (in 2002) a readership of 11,250,000. The average reader of Maxim is a single male between the ages of 18 - 34. In addition, 75% of the readers surveyed own a gaming console. If I made a game I would want an article or two done in magazines that cater to my target demographic.

Edit: I just read the article about Maxim removing the condescending original copy which was:

Unless doing it kinky-style with your significant other, role-playing is the second nerdiest thing you could possibly do. Playing role-playing video games is No. 1, which puts Bioware’s upcoming RPG Dragon Age: Origins at a severe disadvantage in the “make us interested” category. Fortunately for them, they’ve got a couple of aces in the hole: sneaky seductress Leliana and shapeshifting mage Morrigan. Both are possible romantic companions in the game, but you don’t have to wait until the release date to fall in love with them. We’ve got exclusive photos of real-life hotties Alleykatze and Victoria Johnson who lent their sexy curves to their video game counterparts.

They say even bad press is good press, but if I was EA or Bioware I would be furious over that. I guess it's good to have some pull in the biz because that copy is gone and is replaced with this:

Cut from the same cloth as their previous Baldur’s Gate series, Bioware’s upcoming RPG Dragon Age: Origins thrusts players into a world of magic, nobility, and bloody battles. Lots and lots of bloody battles. But, killing off seven-story tall dragons and no play makes one’s game character a dull boy (or girl). Fortunately, the developers included a couple of ways allowing one’s avatar let off some virtual steam: sneaky seductress Leliana and shapeshifting mage Morrigan. Both are possible romantic companions in the game—the second best kind of sex, next to the real thing!—but you don’t have to wait until the release date to fall in love with them. We’ve got exclusive photos of real-life hotties Alleykatze and Victoria Johnson who lent their sexy curves to their video game counterparts. That’s some levelling up we can all get behind!

I'm revising my original statement of "wanting an article or two done in magazines that cater to my target demographic" to "wanting an article or two, that don't condescend my product, in magazines that cater to my target demographic."

 

[Zloth]

[q]For the guys who want the game to fail because of the marketing…really? I mean, just pretend it actually is a great game. You want to lose that because some pinhead suits prostituted the marketing dept?[/q]
I can see their point. If they game does great, we're likely to get more of this horrid marketing - a lot more. Even if the marketing is driving away more people than it's attracting. It certainly wouldn't be fair to BioWare to have the game fail but it might be better for the industry in the long run.

I really wish there were a way to buy the game and say to EA that I'm getting it despite their marketing.

 

[Dyspaire]

I guess I should have said, why not 'just' show class?

The online information available to all? The gameplay videos. The very informative website; many spells, and much lore to peruse. The book(s). The many interviews given.

That's what sold you on the game. That's what sold me on the game too.

And again, I'm willing to bet that's how most other buyers will make their own decision.

There's no need to lower yourself by employing tawdry gimmicks anymore.

The major-market advertising for Dragon Age has been just more noise in the aether… I think the average consumer has become immune to the techniques they've used.

If Jack or Jill wants to buy a new fantasy-themed crpg these days, they just tap a few buttons, and all they would ever want to know is (generally) immediately available.

This is the reason (as I'm sure you know) that whole industries are dying off the vine as we speak. Marketing-related industries.

Thank god.

There are so many better ways they could have done this.

When a vocal portion of your target audience is buying your product in spite of your advertising campaign, you may want to rethink your course of action.

2c

/may we all enjoy the game and may Dragon Age be worthy of comparison to BG2

 

[guenthar]

Everyone blaming Bioware for the marketing should remember that devs have said that they don't really have anything to do with the marketing. If you don't like the marketing then ignore it like I do. I never read promotional material for games except for dev interviews. I also don't look at screenshots or videos unless they are ingame so I can see what the gameplay is like.