Being on holiday as I am in the old country right now, where internet access can be charitably described as “spotty,” I’ve been out of the loop a little in terms of current happenings, which largely explains why this edition of my weekly column is tardy. Of late, the major topic within GamerGate that has interested me the most is the question of what is required to stop SJWs from infiltrating gaming. We know their modus operandi, we know how they think and how they operate, and we know that, given a choice between fight or flight, they will always choose the latter unless they outnumber their opponents by a margin of, oh, about 40:1.
A recent development tells us that the simplest and fastest way to end SJW attempts to take over gaming is simply to stand fast.
Vivian vs. Land Whales
As I discovered during my recent
exile in assignment to Her Majesty’s Kingdom across the Pond, the political and media establishment in the UK has gone much, much further in swallowing vast amounts of toxic waste in the guise of SJW ideology without bothering to chew. One of the worst and most stupid aspects of that ideology is the idiotic idea that women should not, under any circumstances, be subjected to criticism about their bodies.
Thing is, beach season is coming up… well, it is in the rest of the world, where the weather is something other than dark, damp, and grey 11 months out of every 12. And as women in Britain become fatter and more slovenly by the day, a great toned beach body isn’t just a nice aesthetically pleasing look: it’s an increasingly rare and desirable commodity in a country that is losing its pride and its identity at an ever-increasing rate.
So a sports nutrition company called Protein World, which precisely none of us had ever heard of until recently, decided to cash in on the fact that a beach body is an unequivocally Good Thing to create an advertising campaign for their protein supplements.
Inevitably, the easily-offended and perpetually angry hordes of the feminist progressive Left promptly and predictably completely lost their minds.
Feminists like the author of that Telegraph article, one Ms. Radhika Sanghani—a woman whose inability to understand fact, logic, and common sense is so severe that it’s highly like that she is surrounded by some form of reality-denying force field—were expecting an easy victory that would allow them to destroy a company’s brand name and image.
They got their noses rather badly out of joint—in Ms. Sanghani’s case, spectacularly so, given that great honking wine-sniffer that she has stuck to her face—but are discovering, to their great surprise, that the rest of us not only agree with Protein World and its ilk, but fully support them.
The net result? Protein World made over $1.5 million in sales in just four days thanks to their refusal to back down:
Says Head of Global Marketing Richard Staveley: “We’ve taken a stand. Everybody thinks it’s wonderful that somebody has stood up to this bullshit. What’s the point in pulling a campaign when you know you’re in the right?
“It’s getting bigger by the day. We thought it was dying down, but the last 24 hours it has gone totally berserk. It’s something else, I could never have anticipated today with all the media; TV, radio, online. It’s gone off the scale”.
Furthermore, the brand’s Facebook and Twitter followings have jumped by 5,000 and 20,000 since the start of the campaign and 131 media clips have been seen by an estimated 113,340,716 – and counting – people.
By the time I broke the company’s sales figures on Monday evening, an appreciative, loyal audience was ready to carry Protein World bosses though the streets.
There are a few good lessons to be learned here. Game developers and marketers should be sitting up and taking notes, because Protein World has basically taken a page out of the GamerGate Fourth-Generation Warfare Handbook and given the SJWs a beating that they won’t forget anytime soon.
No Such Thing As Bad Publicity
Within gaming, there is considerable evidence that controversy fuels sales. Now I’m not arguing that every game developer out there should aim to make his games as edgy and as controversial as possible: some of us actually like playing family-friendly, middle-of-the-road games that we can enjoy with our parents and our children, which is partly the recipe behind Nintendo’s massive success in years past. But there is no doubt that a controversial game that pushes the boundaries of taste and decency at any given time is going to intrigue and titillate, and thereby generate sales.
We’ve seen countless examples of how this works: Mortal Kombat, back in the day, was just one of many examples of hysterically over-the-top reactions coming from the perpetually offended. From this to the GTA and DOA series, games that explore the limits of good taste can, and do, end up being commercially successful.
Until recently, however, the Offendatrons (to borrow a phrase) of the SJW set were having considerable success in forcing game developers and marketers to change their games to reduce the offensiveness of their content. As far as I can tell, they did this by basically threatening to use the power of their stranglehold on the media to influence sales, and by trotting out of the oft-repeated yet highly suspicious statistic that “women make up 40% of all gamers,” or that in some cases female gamers outnumber male ones.
As is to be expected from progressives, who thanks to their liberal arts educations generally have vivid imaginations yet lack any real ability to understand mathematics, logic, or facts, their numbers are more than a little screwy, but for a long time the rest of us took them at face value. The results are both unfortunate and plain to see, as beloved franchises like Tomb Raider and Mortal Kombat are made more “correct.”
However, as the Protein World example makes clear, there is no reason whatsoever to fear offending the Offendatrons. Their entire reason for existing is to be offended, so why bother worrying about them?
For game developers and marketers, the bottom line is very simple. Develop and market the games that you want to develop. Give gamers the games that we want to play. Pay attention to your market research. Give gamers what we ask for, and we will give you what you want and need to stay in business—namely, our money.
Courage Is Rewarded
More than anything else, recent examples of 4GW applications outside of GamerGate, such as Protein World and the earlier Chick-Fil-A controversy, standing firm in the face of an SJW assault is not only the courageous decision, it is often the financially sensible one too.
Protein World has gained more than 20,000 potential new customers and some 113 million social media views in the space of just 4 days.
Chick-Fil-A is now bigger than Kentucky Fried Chicken in the fried-chicken market—an outcome that, a few years ago, would have been simply inconceivable.
In Liverpool, a barber shop that wanted to stay a strictly male-only space by banning women from its premises was raked over the coals by the city council, which did its absolute best to try to shut down a private business for doing nothing more than exercising its owner’s God-given right to freedom of association. The result? That barber shop is doing better than ever, and has opened up a new branch in Manchester now too: with the same highly irreverent, like-it-or-leave-it-you-stupid-social-justice-twit rule.
Stand fast. Weather the storm. Be of good courage and stout heart. Create the games that you want to create; play the games that you want to play. If they happen to have white protagonists with biceps nearly as big as the guns, or employ vast amounts of handwavium in the process of creating amazing worlds and incredible stories, or highly stylised women with titanic tits and skimpy clothing, well, so be it.
Let the curs of the Social Justice set howl as much as they like—as they are quickly discovering, they are becoming toothless because the rest of us are refusing to put up with their nonsense anymore. The beauty of a truly free society is, and has always been, that it rewards good work and clever ideas, and evenly distributes bootstraps among all that need them. That is precisely why the SJWs hate the very idea of freedom so much, and why they are so powerless to fight it when the power of the free market is used against them.