![]() It’s really hard to stop this behaviour, but there are steps we can take together! Report sexist ads! Sexist ads are a pervasive problem that can be found in mobile games. If you really think about it, it’s the same strategy all over again. When something is clearly working, others want to copy it. But in this case, instead of misleading creatives, you use narrative and story-driven creatives (isn’t it fake too?) to get the attention, create drama, plot twists, misogyny, and a bit of sexism here and there. I talked about this in the Fake ads article. ![]() The explosive growth of the game at the timeĬPI’s are super high in the Match3 genre, you can’t really grow the LTV. Some of the recent creatives IMHO crossed the line a bit. The goal is to shock viewers, grab their attention with something unexpected, and make Lily’s universe much more exciting. We all remember all those bizarre and shocking creatives about pregnancy, NSFW, cheating, etc. The goal of the game is to help Lily renovate her great-aunt’s garden.Īlong the way, Lily interacts with a cast of intriguing characters, which forms the game’s narrative meta layer. ![]() Published by the Danish developer Tactile Games, Lily’s Garden is a match-3 blast game. The unfortunate starter of the sexist ads category is Lily’s garden. This can have serious consequences for women in society, as it can lead to an increased acceptance of sexual harassment and violence against women. In addition, sexist ads in mobile games contribute to a larger culture of objectification and sexualization of women. For younger players, these ads can have a particularly damaging effect on their self-image and self-worth. Seeing these creatives can lead to feelings of body shaming, self-esteem issues, and even depression. Another reason why sexist ads in mobile games are wrong is that they can be harmful to players.
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