GameStation defends “sexist” advertisments

Thursday, 24 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