Configurative Dynamics of Gender in Bioware’s Marketing for the Mass Effect Franchise


  • Leandro Augusto Borges Lima King's College London

Mots-clés :

Configuration, Mass Effect, Marketing, Gender, Communication theory


The gendered marketing of videogames is an underexplored topic within the vast literature of games and gender. In this paper, I contribute to this body of literature a configurative analysis on gendered marketing strategies for the Mass Effect. I explore the genealogy of the configuration concept and propose an expansion of it based on communication theory. Subsequently, I analyse the configurative dynamics between marketing, company, and gamers that resulted in a shift from male to female focus in Mass Effect’s marketing materials in the course of 10 years since the first game’s release.