In the current global climate our lives have inevitably become more digital and the extended hours at home have sparked a rise in more people playing video and mobile games than ever before. But some look to do more harm than good. Mobile games such as Project Makeover perpetuate harmful stereotypes about beauty and female body hair as well as emphasising the importance of being attractive for the sake of others.
Scrolling through my phone, I’m struck by the number of adverts for the mobile game ‘Project Makeover’. Created by Bubblegum Games LLC, the game is a match-three puzzler where you act as a member of a TV-style team improving the looks, and in turn, the lives of those the game deems need it.
Initially that might not seem like a problem, however the trailers used in the game’s extensive marketing campaign and the ideals that are embedded in the gameplay are at odds with gains made by feminism and body positivity today. To see what all the fuss was about, and because my brain had been manipulated by the deluge of adverts, I downloaded the game.
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