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.
— Gamasutra (@gamasutra) October 1, 2014
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.
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”.
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.
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.