Like most social media platforms, TikTok runs largely off ad revenue. I’m not usually served ads for video games, because the media I consume is mostly ironic hopecore edits and beautiful women shouting at me through the screen to get my act together, so my algorithm doesn’t peg me as a brain rotted gamer type – fooled you, TikTok. However, they are out there, and they can be pretty weird.
Mobile game marketing is pretty cooked. We all know that. The free-to-play mobile game space relies on bait and switches to hook players, advertising their games as completely different than they actually are. That, or they use ragebait. Marketing for free-to-play, non-mobile triple-A games, though, usually isn’t quite so baity, which is why a recently flagged Marvel Rivals ad’s wording is so shocking.
The Ad Itself Could Be Interpreted Differently
An ad, which has been flagged by Australia’s Ad Standards Community Panel as going against the Code of Ethics for Violence along with sex/sexuality/nudity, portrays Invisible Woman in her Malice skin with the text “ABUSE HER This Season” over top. A voice narrates, “Guardian Shield is one of the most busted abilities in the game. So abuse Invisible Woman while you can, but she also has some crazy synergies which is what Marvel Rivals is all about!”
Obviously, the ad is using “abuse” in the context of playing as Invisible Woman as much as possible while she’s still overpowered, because that’s how the word is commonly used in hero shooters. The skin portrayed in the ad is a real skin in the game, albeit a very skimpy one. The pose she’s in, where she’s bending over backwards and her upper body is limp, is part of their idle animation. The main thrust of the complaint is that it’s overly sexualised and implies that you should enact violence on women, which isn’t appropriate forTikTok audience’s, or most others for that matter.
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Marvel Rivals Can’t Be Truly Casual-Friendly With This Many Characters And Skins
I have no idea who’s who or what they’re doing.
The Problem Is Marvel Rivals’ Designs
It would be easy to write this off as an advisory panel not understanding gaming, but it’s hard not to look at the ad and not think that it’s at the very least off colour. Lest we forget, Marvel Rivals does largely heavily sexualise its female characters, while male characters don’t get the same treatment. Most of the women have the same curvy silhouette (many struggle to tell Invisible Woman and Dagger apart), and you see a lot of booty while you’re playing.
The Malice skin is a whole issue of its own – the skimpy costume refers to a negative aspect of Sue Storm’s personality manifested by Psycho-Man after she had a miscarriage. It’s a very dark storyline, one wrought with trauma and grief. The comic rendering of Malice is also pretty revealing, to be fair, arguably even more so, but it’s still a weird choice of skin to implement.
Skins like these are made because sex sells. Ads like this are made for the same reason. If you’d put a caption and voiceover like this over a different character in a different skin, there wouldn’t have been a problem, and that’s because the issue lies in how Marvel Rivals portrays its female characters.
When ads that could have been innocuous come across as misogynistic or oversexualised, it’s not just because its ads obviously aren’t being vetted enough, it’s because Rivals has put a priority on making its female characters ogle-worthy. That’s the core of the issue, and it’s what we should be paying attention to.
Marvel Rivals is a Super Hero Team-Based PVP Shooter!
Assemble an all-star Marvel squad, devise countless strategies by combining powers to form unique Team-Up skills and fight in destructible, ever-changing battlefields across the continually evolving Marvel universe!
A Deep and Varied Marvel Roster
Choose from a vast array of fan-favorite and cult-classic Marvel Super Heroes and Super Villains from across the Avengers, Guardians of the Galaxy, X-Men, and many more from across the Marvel Multiverse.
Fast and Fun 6v6 Action with Ever-Changing Game Dynamics
With intricate environments, fast-paced gameplay, and ever-changing battlefields, there’s never a dull moment in Marvel Rivals! Battle as Super Heroes and Super Villains with incredible abilities and combine your powers to bring unexpected fun to the battlefield in a matter of seconds.
Dynamic Hero Synergy
Coordinate unique combinations between characters to ignite surprising Team-Up Skills! Unleash the synergy of combined superpowers and invent new tactics that can turn the tide of combat. Ride on Groot’s back as Rocket Raccoon to take on your enemies as a dangerous duo, unleash Gamma energy as Hulk to charge Iron Man’s armor for massive damage, and so much more!
Creative Environment Destruction
Tear your way through iconic Marvel worlds across destructible environments! From Asgard to the Tokyo of 2099, use superpowers to alter these environments, reshape the terrain, and craft a strategic advantage on the battlefield! Take cover to dodge attacks or use makeshift weapons to strike down enemies. Players will find countless ways to utilize the environment to claim victory!
Continually Evolving Universe and Robust Post-Launch Updates
The Marvel Multiverse brings infinite possibilities! Each seasonal drop will introduce new Super Heroes to the battlefield along with challenging and diverse maps! Unlock new content to implement across various gameplay strategies while experiencing thrilling action and endless possibilities in these adventurous team battles!