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Ashley_SR2 wrote...
You have to understand that it is a goal of marketing to leave an impression in people's heads. What is a good way to create brand familiarity? Have a spokesperson (man or woman) that is used consistantly across the franchise. You can see Shepard and know instantly that it is Mass Effect.
That doesn't mean they can't also produce a femShep trailer and continue marketing Sheploo as the trilogy's main icon. The purpose behind releasing a femShep trailer would be to raise interest among casual female gamers, and also hype female players who may have played ME1/2, enjoyed them, but haven't been stimulated by ME3's marketing in any meaningful way (so no word-of-mouth is being generated there).
Another example - You are walking in the mall and pass the Gaming store, you see a lifesize cutout of Shepard - You know right away it's Mass Effect. Let's say you loved ME1 or 2 but you haven't followed the franchise since, that one image will tell you that there is something new related to Mass Effect. You see the same face on commercials, web ads, posters and other media. Then when you are searching for a game down the road, you see the same face on a box and you recognize it right away. Getting someone to look at your product is the hardest part.
So focus on Sheploo, but make it known loud and clear that there's also a female option on offer. There is no good reason why Bioware is opting to hide such a tantalizing feature from girl gamers. Look at the marketing for ME1, 2 and 3. Going on all of the promotional material that Bioware has put out for the trilogy, FemShep is practically a ghost feature; you'd have to do some research or play the demo before you'd even know she exists, but there's nothing on the surface of ME3's mainstream marketing that even hints at the option to play as a woman. Holly Conrad probably does a better job of promoting femShep than Bioware's own marketing team does, and even that's not saying much.
<_<
This isn't just a problem with Bioware, though; it's a problem with the industry. Nearly every game that includes the option to play as a woman is marketed as having a male protagonist, and almost every exception involves the female character being marketed as a sexified bombshell appealing to, yet again, male tastes. It's insanity. It's almost like the industry doesn't care how big the market for female gamers is, or they just assume right off the bat that it must be too small to make any kind of impact.
I'd really like to see their research on that.
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