f1r3storm wrote...
A little piece from a new GI interview.
For both Mass Effect and Dragon Age, the marketing has focused on male protagonists. Since players can create both male and female characters, why isn’t the female side represented?
Muzyka:
That’s a great question. One of the things we really embrace in our games is diversity and enabling people to take on different roles so, obviously, we have strong female leads. We have amazing voice acting talent for both the male and the female roles.
That said, for the marketing face we have to make a choice. And it’s a tough choice to pick an iconic face -- the face of the brand. You have to pick an iconic representation for the brand and it comes down to the marketing team’s
intuition. It’s not easy because we know a lot of the fans enjoy playing the female lead so we always make sure it’s just as high quality as the male lead for the main characters in our games.
Muzyka: "That said, for the marketing face we have to make a choice ... You have to pick an iconic representation for the brand..."
Ummm... No, sir. In no reasonable sense is that a true statement. It's nothing more than marketing provincialism -- something on the level of 1950's Kellog's always thinking they had to create a cartoon character to associate withevery cereal brand. And that's exactly what "iconic" Shepard becomes in BioWare's simple-minded branding - the Tony the Tiger of the Mass Effect universe. A rich, ensemble-oriented game and story is downgraded to a shooter-wannabe, testosterone-worshipping caricature of itself.
Sheer superstition. The marketing team has no idea what would happen if they used both a male and a female Shepard representation in their branding, and they're afraid to try. Ironically, "marketing team's intuition" is more revealing of the truth of the situation than Muzyka intended. As far as I'm concerned, Mass Effect 1 & 2 have sold on the strength and quality of the product, in
spite of their marketing and branding.
I have a great deal of respect and admiration for Muzyka and Zeschuk, which makes Muzyka's position on this just that much more puzzling. If BioWare "embraces diversity" and the importance of enabling people to create unique characters, why does the Mass Effect branding communicate the exact opposite? Smart people can be really dumb sometimes.