Disturbing Ads in Match-3 Games: A Growing Concern
Imagine you’re scrolling through your favorite social media platform, and suddenly, an ad pops up that’s not just annoying, but actually disturbing. It’s not about a new product or a cool gadget; it’s an ad for a mobile game. Recently, many match-3 puzzle games have been using offensive and harmful themes in their ads, and people are not happy about it.
The Problem with the Ads
Games like “Project Makeover” and “Gossip Harbor” have ads that show upsetting scenes. In one ad for “Project Makeover,” a woman is tricked into a makeover that ends with her crying uncontrollably[1]. Another ad for “Gossip Harbor” shows a man being abusive to his family, and the viewer is asked to decide if the woman should “Leave” or “Endure”[1]. These scenes are far from the actual game, which is usually just matching items in a puzzle.
Why People Are Upset
Critics say these ads show harmful stereotypes about women and gender roles. They think these portrayals can make negative attitudes towards women seem normal[1]. In the UK, there are rules to stop ads from showing harmful gender stereotypes, but some advertisers seem to be pushing these rules[1].
What the Game Developers Say
Some game developers have taken down the offensive ads after people complained. Microfun, the company that made “Gossip Harbor,” apologized and removed the ads, saying they had made a mistake[1]. But not all developers have apologized. Nanobit, the company that made “Hollywood Story,” said their ads were just fun and followed the rules, even though people were worried about them[1].
This Isn’t the First Time
This problem isn’t new to just these match-3 games. Other games like “Fat Princess” and “Saw” have been criticized for their content, which some people say glorifies violence or objectifies women[3]. Using shocking ads to get people’s attention is a common tactic, but it can also cause harm.
What Needs to Change
People are calling for game developers to be more responsible with their ads. They should try to attract players without showing harmful stereotypes or offensive scenes. The gaming industry is always changing, and it’s important for developers to think about how their marketing strategies might affect society.