Chris

well as i keep saying they're not just being judged on their looks - they've had to compete twice on a series of video games, detailed interviews - if we went for just looks believe it would have made things far simpler. We're not trying to say all gamers should be gorgeous just as much as nike isn't trying to say all trainer wearers people should be the fittest, sexiest atheletes - but we are a commercial business which needs to use the tools which are most cost effective - if great looking people in our t-shirts helps sell them then that's what we'll do. It actually worked - 20,000 extra people turned up at our site in the last few four days alone and bought loads of t-shirts so it works for some people.

The winners won't be presented as just models - we've already had requests for interviews with the finalists from great publications, not just shoots, they're going to be on radio, they're going to have to host a live televised games tournament where they will be judges and have to run competitive games themselve.

Actually FHM is right at the centre of the fashion industry - I beleive it's the biggest selling men's magazine worldwide that has a huge impact on the sales of any clothing featured in it. Remember womens magazines also present men and women as sex objects - it's what the media is about - it's what sells magazines. What we can do is add a level of intelligence to that and put across a better message.

The photoshoos will be tailored to each publication but in each instance the story will be that they are passionate about games - it won't always show them gaming as these poses don't really allow you to see the clothing in the best light. I'd say it will be a balance of being seen as models and gamers depending on the audience of the magazine. The guys we find will be treated in the same way too.

PMS want to compete at events, their girls dream of being able to get to all the tournament events across the US to compete with everyone else. those corporate sponsors help pay the costs of that in return for being able to utilise the girls to help promote their products. Nothing comes for free in this world, the girls aren't promoting products they disapprove off - they're promoting xbox live for instance and they're also sponsored by an institute that promotes women in technology so something very positive. I can tell you now they're not 'making money' they're simply doing the work to pay the costs so that clan members who need help with expenses can compete at the events they want to - often the better players are not as well off so this is a real benefit to the community. It's something every male clan would jump at too - and some are doing so they're not doing anything new.


There is a prevailing opinion in the media that gamers are losers and geeky - why not show cool gamers in a different light? Not all the girls were photographed lifting up their shirts - actually only 2. They chose to use that pose and if you look at the major Breast Cancer Awareness campaign currently running featuring 12 of the world's leading respectable fashion models they're in breast cancer t-shirts (you know the ones with the target symbol) and skimp knickers and shown pulling their t-shirts - remember these images are aimed at getting women to suppport the campaign. I'm not saying that's the best way of doing it but it seems to work very well and women in general don't seem opposed to this.

Actually there will be more natural photoshoots, high fashion/concept shoots for an art exhibition, and much more - you'll have to judge it when you see it. Finally I'd say we're not trying to sell gamers - we're trying to sell people who have a love for video games - which is actually a far wider audience than what you might term as a gamer.



I would've much rathered a more natural photoshoot, showing the girls for who they are. If you're really trying to sell gamers, for goodness sake sell us how we are.

actually we do have a lot of illustrated art which is just this, but my problem with the pics of people playing games is they've been done to death - every gaming mag has had the guys and girls on the sofa style shots - actually we're going to do something similar but set in arcade bar. I've actually updated the girls page with an example of the type's of shoot we'll be doing
http://www.joystickjunkies.com/content/item.asp?item=41 and you can see other imagery on our new press page here;
http://www.joystickjunkies.com/shop/about.asp?pageId=29

I agree modelling is not the best showcase for girls in gaming (remember we're looking for guys too so it really isn't just about the girls) but we are a fashion label so their job involves that. However if I was to create a project just to promote girls in gaming it would be along the lines of PMS Clan who are doing great things in the US. I don't think any article will accurately represent girl gamers world wide though - our girls are not trying to say they're a gaming clan, just that they 'love' games and have an active life too - they're aimed at all the casual fashion audience that can be easily won over. If anything the girls are helping promote the fact that you can make something of yourself - their job doesn't just involve looking pretty - they actually have to think, be active in PR, learn to do interviews, get to know the brand, be involved in organising events, and of course become demons at their own chosen games. They are for example going to interview other girls in the industry from say the founders of pms to female heads of marketing to show that women can have a positive impact on the industry.

I don't believe modelling is a dream job for many girls or guys - god, have you tried standing around in front of a camera for hours it is very dull. However, some people model until they figure out what to do next - i know loads of people who've paid their way through college and survive in crap jobs because they do some modelling work here and there. However modelling, and gaming, and organising events, and travelling and...i don't think that's so bad and from the hundreds of girl gamers who've applied they didn't either.

I totally agree most gaming characters are lost in the 80's. I actually think male and female characters have the same problems. Guys look like they've stumbled out of a gay disco, I mean come on...Serious Sam, Duke Nukem....lol, whilst you can tell guys design the girls costumes without any thought to chafing...ouch!

Of course, it is about making money too - and yes you're right the likes of FHM will bring a lot of business but actually they don't want the stick insect fashion models as much as the high fashion houses. That's one good thing - FHM wants more real women with curves. It's the high fashion labels - the kind that run the catwalks in Milan, Paris or New York that are responsible for creating the awful image that women should be ridiculously thin.

We are trying to create a positive image of gaming for people - for both gamers and those who think gaming is for geeks. It's not just about the girls, although they're in charge of the search for the guys so i think you'll see the tables turned then. I am interesting in bringing more wome in, however I'm more interested in making the industry more open and appealing to everyone and that i believe can only be a good thing.

well, you could argue any girl who presents a games tv show is using the fact that she enjoy's gaming to get status and attention. This doesn't mean she only plays to get attention but she's combining her career and her passion. I think we both agree you can usually tell the difference! Now her career is a tv presenter first, game presenter second, so she needs to attention to get noticed by bigger show producers and offered bigger and better work. When attention grabbing is related to someone's career I don't think it's a problem as long as their gaming passion is genuine, not fake.

I actually think Fatal1ty is a good example - he's actually a cool guy from reports I've heard - trying hard to be a star in gaming, work very hard for his position and he's even become a 'h20' supporter of pms clan leader Amber Dalton so he's not above all of us. I don't think he's trying too hard - he's earning money playing games so he needs the attention - i think it's fair enough to seek attention when you're ability to pay your bills relies on it - as long as your gaming is credible not fake.

Remember this doesn't mean we all have to be glamorous gaming stars but it is okay for some people to pursue that dream, just like some people want to be rock stars and express themselves with a guitar, he does it with a character on screen.

Carmell's posting on our forum so go and say hello!

Gaming has come along a lot without celebs but the sad fact is the mainstream press want people to talk to, and the general public want gossip. Sex drugs and rock n roll. Do we really, really think the games industry is better than the movies, tv, music, sports and every other entertainment industry?

Of course buying in to brands doesn't make you a better person - but that's marketing psychology for you. I think partly what xbox are doing with those photo's is to suggest that it's not just a bunch of overweight kids playing. It's a socialable experience and its amazing how many people genuinely don't realise this. But you don't need to buy in to this - you, me and thousands of other gamers know who we are and what we love, but thousands of people don't know and this marketing is aimed at them, not us.

Actually one of the pictures not currently on our site shows the girl having just slapped the guy - it's funny! It's more about passion and gaming - but the sexy vibe between the guy and the girl is a styling thing - we like to see energy between models on set - they're not shagging each other and we're not trying to say you'll get some if you wear our t-shirts, but after all we are a fashion label and it's about suggesting you'll look good in these clothes...

Hey Kasumi, I'd love you to come to our conference next year on video games culture - drop me a line on our website and I'll send you the info.

well we did - 3 of the 10 girl finalists have no or very little modelling experience because we felt they had the natural looks to make it work. But you also have to consider that with less experienced people photoshoots take longer, they don't always get the right shots, and that costs money so we have to get a balance.

Funnily enough our market is the casual/non-gaming/fashion audience that want a great looking t-shirt. They'd be buying our t-shirt instead of say Junkfood, Criminal or Chunk. Trouble is most gamers still think they get their t-shirts free as promo's so the market isn't as big as you'd think.

Gamers don't have to be glamorous but people working for our fashion label have to be and anyone wanting to get in to the likes of FHM especially. I don't think there's anything wrong in people who are models being able to combine one of their passions, gaming, with their work.

Does this make them shallow? I'd suggest you meet them personally and make a decision rather than treat them as a stereotype which most guys do. The typical attitude is that a gorgeous girl cannot play games or could not possibly be interested - I'd suggest that is shallow.

Everyone keeps comparing the games industry to hollywood and yes it's not far off financially but actually it's years off being as culturally relevant - seriously...No stars - real people you care about not pixels, No lifestyle, try comparing rock n roll to gaming - turn off the power on your PS2 and what's left - the odd event and catalogue style magazines? We've got a long way to go. I don't pretend we're going to change things or that everything we do is perfect but at least we're having a go.

ps.thanks for the comments Kasumi :-)

my point about mag's like FHM is that they still see gaming as irrelevant (ie girls do not even play, and it's all 14 yr old boys) especially as there are no glamorous star players or game actors to feature.

We're obviously not doing this just to fly the flag for girl gamers - it is obvously to help promote our clothing, but if in the process we can get people to change their perceptions of gamers as a whole then i think we're doing something right, and the girls will be telling their stories to the women's magazines as well - who also have no interest in gaming because they don't realise how many women love games. they get the chance to do that because they're in these unsual roles.

Now for all you lads that are wondering why it's the girls that get all the glory, next we're looking for two guys to work with the girls. They'll also have to be hot and know their games.

hey guys...it's amazing how many gamer forums have launched in to why they're not true gamers, (and given some of the girls a much harder time than you lot!). We wanted people who 'loved' video games, not who understood what player created maps on Farcry Instincts were...and before you ask I personally love playing those - Lee Ames is the man.

Hey Jay, I know the girl gamer thing is getting a little tired but it's still fresh news for a lot of non-gaming press. What will be cool is if we can get the girls in places like FHM and other big media that currently couldn't give a monkeys about gaming. You'd be amazed - so many of the national papers and mags find NOTHING interesting in video gaming to cover.

Oh and yeah it was a rushed photoshoot and I wasn't keen on the makeup but at least that can get better.