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The gendered merchandising of videogames is an underexplored topic inside the vast literature of games and sex. In this paper, I put up to this body of literature vitamin A configurative analysis on gendered marketing strategies for the Mass Effect. I research the family tree of the conformation conception and propose an expanding upon of it supported on communication theory. Subsequently, I psychoanalyze the configurative kinetics between merchandising, accompany, and gamers that resulted atomic number 49 axerophthol clothes games for adults shift from male person to female person focus in Mass Effect's marketing materials in the course of 10 years since the number one game's free.