GameStation defends “sexist” advertisments

Thursday, 24th March 2011 17:25 GMT By Alex Donaldson

UK store chain GameStation has gone on the defensive after an in-store marketing campaign was described as “openly sexist” by a female employee.

The adverts in question were for pre-owned games, and boasted that a used copy of a game like Call of Duty: Black Ops was “cheaper than your girlfriend.”

The employee in question got in contact with to say she was upset with the stereotypes the campaign was pushing.

“It is pretty openly sexist – girls being cheap, obviously, but it’s also pandering to the old stereotype that gamers are guys.” she told the site, also noting that “any discrimination is banned by GAME’s own employee regulations, so I don’t see why the company itself should be able to get away with it.”

Head of PR for GAME and Gamestation Neil Ashurst said: “GameStation has always been slightly edgy and occasionally controversial,” suggesting that this is part of the Gamestation brand image.

You can see the full story with more quotes from both parties over on



  1. Hybridpsycho

    QQ moar bitch

    #1 4 years ago
  2. KAP

    Lol, she’s got a point.

    #2 4 years ago
  3. YoungZer0

    What’s with the defense that only guys are gamers? This obviously a sexist herself! There are lesbian players too, and they also have cheap girlfriends.

    #3 4 years ago
  4. OrbitMonkey

    If they want to be edgy, they should show a pic of a woman holding a Wiimote, with the tag “Better than your boyfriend”. I’m betting its guys like #1 who’ll protest the loudest, fragile little ego’s out there :)

    #4 4 years ago
  5. Aimless

    Having seen GameStation’s pre-owned prices I’d also question the veracity of their claim.

    #5 4 years ago
  6. Suikoden Fan

    i believe the advertisement was going for the angle that buying a game is cheaper than having a girlfriend, not women are cheap

    #6 4 years ago
  7. DSB

    Pretty stupid way to advertise. Certainly in Essex that would just be an obvious lie.

    Generally speaking I think the mentality that women, blacks, or other supposedly suppressed groups can’t take a joke as intended, and need to be protected by special interest groups, is pretty insulting to the people they claim to represent, but in this case it’s not even a joke.

    It’s not edgy or controversial, it’s just unintelligent and unfunny.

    @4 Dude, if I worked for Nintendo, I’d hire you on the spot. That would be a killer campaign.

    #7 4 years ago
  8. YoungZer0

    @6: Don’t be naive.

    @7: Why pay for his idea?

    #8 4 years ago
  9. tenthousandgothsonacid

    What’s wrong with being sexy ?

    #9 4 years ago
  10. nikk900

    I work in gamestation and when this first started I thought it might cause a stir. I remember speaking to a female co-worker about it, but she didn’t seem to really care. It was a valentines thing, as in buying a game is cheaper than a gift.

    They always have slogans that people might disagree with, like when most shooters come out, the posters usually say ‘shoot your load’ and there was one poster for a game that said ‘give it a fingering’ I’ve never heard any complaints though.

    #10 4 years ago
  11. AHA-Lambda

    tbh she is right its not something they should be doing. Dont like the shop either mind lol

    #11 4 years ago
  12. Lounds

    @4 you legge

    #12 4 years ago
  13. IL DUCE

    Yeah it’s not really sexist…the majority of gamers ARE guys which is a FACT even if it’s only a 60-40 split…and it’s not saying girls are cheap or else it would make no sense, it’s saying it’s cheaper than taking your girlfriend out or buying her jewelry or a designer bag, which is therefore true…and on a side note, what about lesbian gamers? technically, it’s not sexist to them…too many holes in this chick’s complaint, maybe just do your job and plug a hole in it, this is a sad stunt to try to have “15 minutes of fame”…or the 30 seconds it takes to read this article and totally forget about it after closing the page

    #13 4 years ago
  14. Ireland Michael

    So… because they majority of gamers are guys (by a rather small margin, mind you) its automatically okay to pander to sexist male tastes?

    Why? Because you’re the majority? Since when did being the majority of something suddenly give you the right to something at other people’s expense?

    The advertising is cheap and offensive.

    And GameStation has never been “edgy”. This is video games for christ sake. Video games are nerdy.

    #14 4 years ago

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