Can Video Game Marketing Avoid Demonstrating Violence?

Although not currently in the spotlight the neverending debate of violence, video games, and gun control often stirs after the tragic events of mass shootings. The inhumane acts of violence and hatred have made video games become a common target. It has prompted retail companies and video game companies alike to become socially aware of the potential influence video games may have. 

After the unfortunate tragedies of the Dayton and El Paso shooting, Walmart employees were asked to remove and material that referenced violence, especially shooting games (Orland, 2019). Although there is insufficient data to prove that video games can influence violent behaviors politicians are quick to blame video games. Criminologist Nickie Phillip argues, “most criminologists are dismissive of a causal link between media and crime,” instead they believe it is a complex process such as a social construct that influences violent behaviors (Romano, 2019). 

However, if you have ever played a game online before you would know the toxicity of online gaming behaviors. Virtual lobbies are be filled with hatred, racism, and misogynist language where online-bullying thrives. A recent article from Vice revealed that years ago, video game marketing actually used the ability to trash-talk as an enticing new feature in gaming. In 2002, Xbox released an ad asking if ruining someone’s day made you dance for joy. (Morrissette, 2020). 

Today, companies such as Xbox and Sony have refrained from using these unethical marketing tactics to stop promoting aggressive behavior online. Additionally, companies are now trying to make adjustments to combat such behaviors online by using artificial intelligence software (The New York Times, 2019). 

The question is can companies make adjustments to be more socially conscious of violent imagery in mainstream media outlets. It is evident companies have made changes over the years to become more socially conscious in marketing. Is there a gray-area where violent video game marketing can operate? 

Morrissette, J. (2020). How Games Marketing Invented Toxic Gamer Culture. Retrieved from https://www.vice.com/en_us/article/5dmayn/games-marketing-toxic-gamer-culture-online-xbox-live-dreamcast

The New York Times. (2019). Confronting Toxicity in Gaming: Going Beyond “Mute”. Retrieved from https://www.nytimes.com/2019/06/06/learning/confronting-toxicity-in-gaming-going-beyond-mute.html

Orland, K. (2019). Walmart, ESPN pull violent game marketing following shootings. Retrieved from https://arstechnica.com/gaming/2019/08/walmart-espn-pull-violent-game-marketing-following-shootings/

Romano, A. (2019). The frustrating, enduring debate over video games, violence, and guns. Retrieved from https://www.vox.com/2019/8/26/20754659/video-games-and-violence-debate-moral-panic-history