Gaming, VR World

GamerGate: Intel Faces Backlash for Pulling Gamasutra Ads

By pulling ads on Gamasutra, Intel was targeted by the biased media with a stream of biased news.

Intel (NASDAQ:INTC) has recently become the topic of controversy when it decided to pull its advertisement campaign on popular gaming industry site Gamasutra.

The decision was largely influenced by the GamerGate movement’s daily e-mail boycotts, wherein users reach out to key advertisers and express their concerns over the content.

The community boycotted Gamasutra in response to the controversial “Gamers Are Over” editorial, which was largely seen as offensive and inflamed the cultural shift with its sensationalized content.

A high volume of e-mails were sent to Intel–one of the major advertisers for Gamasutra–regarding the offensive article. Users cited that they will no longer be visiting the website as a result of the content, and made their position clear.

As a result, Intel pulled their advertising campaign on the site, earning the ire and wrath of the other side of the gate.

Gamasutra Intel Debacle

After nixing its ad campaign, Intel was seen as an ally to the GamerGate initiative. This prompted a slew of backlash from apparent pro-feminist gamers who saw the hardware-maker as a pawn for “internet trolls”.

Users called Intel “misogynistic” for their decision, which kicked off a dedicated #misogynyinside hashtag. Some said that Intel “supported the harassment of women and journalists”.

Others said that by pulling ads on Gamasutra, the company “doesn’t support and opposes women making, playing or writing about games”.

Gamasutra Intel Debacle 2

Interestingly enough Intel has many female executives; Renee J. James serves as president of the company. These allegations seem to be a kneejerk reaction to the assumption that Leigh Alexander–the author of the controversial article–is being attacked, when in actuality it’s Gamasutra that’s being penalized

The hurling of very serious words like misogyny only serves to alienate the company even farther from the “Social Justice” crowd. Ironically these people are actually taking part in the behavior they find so abominable.

Assuming this logic, if Intel listens to its concerned community, then it must be completely involved with the “harassment” and “discrimination” attributed to the GamerGate movement.


Gamasutra 2

But why did Intel pull the ads in the first place?

Intel has a massive stake in the PC gaming industry, and its processors power almost every enthusiast gaming rig in existence. So when gamers–one of its key constituencies–step forward to claim that a website that Intel advertises on has offended them, its to be taken seriously.

“Intel has pulled its advertising from website Gamasutra,” Intel spokesperson Bill Calder said. “

We take feedback from our customers very seriously especially as it relates to contextually relevant content and placements.”

Intel is keen on the growth of the enthusiast PC market as well as serving its customer base, not getting involved with a cultural shift. If anything, it wants gamers to thrive, not to “die”.

In any case, it will be interesting to see if the company will be further pressured by anti-GamerGate’rs and feminist gamers in the coming weeks. Many users are sending batches of e-mails and taking to Pastebin to voice their concerns on Intel’s decision.

In the meantime Gamasutra has lost a major advertiser, and the collective movement continues to gain momentum.



  • user

    Well well – The rift widens further. Intel (no surprise there) stands with the gamers. To put it bluntly – money rules. When women play something other then puzzle-games, run on no-margin PCs, their machines (I know quite a few who like mmorpgs), are bought by typical “gamers” (30-40something men), who all agree that Sarkesian is being taken far too seriously (the women I know think that too) and that the gaming press should have stayed away from this, since the backlash was foreseeable.

    As if all this were so hard and never before seen. Didn’t someone try to ban alcohol sometime ?! If you don’t like a game, then don’t buy it, it’s easy. Now the genie is out of the bottle and inside a medium, which acts as the great equalizer, which is not good for feminists. Quite a lot of men and boys are fed up with genderism and feminism and are letting off steam on the internet.

    This “gate” will probably go on for some time, there will be a few casualties and in the end we’ll have a gaming press for men and one for women. You can probably guess which will have the bigger audience.

    My my what a rant. Dunno what my point is, but there you have it 😉

    • Leon de Swardt

      The problem is, I think, as Rich pointed out…
      Though they may refuse to believe it, deep down I think they know they are just a very vocal, very small minority…
      When you put 55000 #gamergate tweets against 39 #misogynyinside tweets, it’s apparent who the community is, and who is going to get listened to.

    • I feel it’s really outrageous to say that Intel did this in a sleight against women. That’s appalling, and I’m not saying you started any of that, nor am I starting a fight or anything.

      Just the basic fact that somehow, someway, major sites and key writers are taking this as a big slap to the face to women in the industry shows that there really IS a clique, and that it IS pervasive in so many ways.

      If anything, the response to these ads being pulled has shown a very large, gleaming spotlight on the entire thing–it’s become quite apparent what’s going on, sadly.

  • Rich

    The dedicated Hashtag has a whole 14 tweets after a day!

  • Thom Williams

    They pondered over a month to decide they didn’t want to be associated with an unethical website. Knee-jerk reaction indeed.

  • moon_bucket

    This really has little to do with the GG thing from either perspective. Alexander is a bomb throwing asshole and this is all her doing alone. She has a history of grabbing the gas can.

    McDonalds won’t stand by someone broadly insulting their customers either.