{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,1]],"date-time":"2026-05-01T14:37:34Z","timestamp":1777646254358,"version":"3.51.4"},"reference-count":47,"publisher":"SAGE Publications","issue":"2","license":[{"start":{"date-parts":[[2024,4,25]],"date-time":"2024-04-25T00:00:00Z","timestamp":1714003200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2024,4,25]],"date-time":"2024-04-25T00:00:00Z","timestamp":1714003200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Games and Culture"],"published-print":{"date-parts":[[2026,3]]},"abstract":"<jats:p>This study analyzes representations of women\u2014protagonists and NPCs\u2014in Assassi\u0144s Creed games between 2007 and 2024, to explore the impact of the last decades\u2019 work for gender rights on the English language AAA game industry. Through close playing, we explore game bodies with attention to the surface level of narrative, graphics, sound, and underlying mechanics of actions and reactions. Through netnography, we add promotional material, retail sites, and social movements of importance to the analysis. Results show four eras for female protagonists: nonexistent, protagonists in side games, defined by their male coprotagonists, and choose your gender. Over the 17 years studied, women are more present, and NPCs are more complex. Though female protagonists remain sidelined or shallow representations as female skins on male characters. We discuss how discrepancies and conflicts between artistic visions, marketing, and brand choices impact how women are represented, and the impact on representation by external cultural events, for example Gamergate\/Metoo, during this period.<\/jats:p>","DOI":"10.1177\/15554120241246575","type":"journal-article","created":{"date-parts":[[2024,4,25]],"date-time":"2024-04-25T03:58:42Z","timestamp":1714017522000},"page":"192-212","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":2,"title":["Times They Are A-Changin\u2019? Evolving Representations of Women in the Assassin's Creed Franchise"],"prefix":"10.1177","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8086-4962","authenticated-orcid":false,"given":"Lina","family":"Eklund","sequence":"first","affiliation":[{"name":"Uppsala University"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7414-2595","authenticated-orcid":false,"given":"Andrei","family":"Zanescu","sequence":"additional","affiliation":[{"name":"Concordia University"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2024,4,25]]},"reference":[{"key":"e_1_3_3_2_1","doi-asserted-by":"publisher","DOI":"10.56021\/9780801855788"},{"key":"e_1_3_3_3_1","volume-title":"American blockbuster: movies, technology, and wonder","author":"Acland C.","year":"2020","unstructured":"Acland C. (2020). American blockbuster: movies, technology, and wonder. Duke University Press."},{"key":"e_1_3_3_4_1","doi-asserted-by":"publisher","DOI":"10.1177\/1555412019868381"},{"key":"e_1_3_3_5_1","first-page":"289","volume-title":"Well played 3.0: Video games, value and meaning 3","author":"Bizzocchi J.","year":"2011","unstructured":"Bizzocchi J., Tanenbaum J. (2011). Well read: Applying close Reading techniques to gameplay experiences. In Davidson D. (Ed.), Well played 3.0: Video games, value and meaning 3 (pp. 289\u2013315). ETC-Press."},{"key":"e_1_3_3_6_1","doi-asserted-by":"publisher","DOI":"10.4102\/ids.v53i2.2431"},{"key":"e_1_3_3_7_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11199-007-9250-0"},{"key":"e_1_3_3_8_1","volume-title":"Gender trouble: Feminism and the subversion of identity","author":"Butler J.","year":"1990","unstructured":"Butler J. (1990). Gender trouble: Feminism and the subversion of identity. Routledge."},{"key":"e_1_3_3_9_1","unstructured":"Campbell C. (2014). Ubisoft responds to Assassin\u2019s Creed Unity women character furor. Polygon. Available at: https:\/\/www.polygon.com\/2014\/6\/11\/5801374\/ubisoft-responds-to-assassins-creed-unity-women-character-furore"},{"key":"e_1_3_3_10_1","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/3125.001.0001"},{"key":"e_1_3_3_11_1","first-page":"15","volume-title":"Queer game studies","author":"Chang E. Y.","year":"2017","unstructured":"Chang E. Y. (2017). Queergaming. In Ruberg, Shaw (Eds.), Queer game studies (pp. 15\u201324). MIT Press."},{"key":"e_1_3_3_12_1","volume-title":"Women in classical video games","author":"Cole, R. (2022) Kassandra\u2019s Journey","unstructured":"Cole, R. (2022) Kassandra\u2019s Journey. In J. Draycott & K. Cook (Eds.), Women in classical video games. (pp.191\u2013207) Bloomsbury Publishing."},{"issue":"1","key":"e_1_3_3_13_1","article-title":"Confronting toxic gamer culture: A challenge for feminist game studies scholars","volume":"1","author":"Consalvo M.","year":"2012","unstructured":"Consalvo M. (2012). Confronting toxic gamer culture: A challenge for feminist game studies scholars. Ada: A Journal of Gender, New Media, and Technology, 1(1). https:\/\/doi.org\/10.7264\/N33X84KH","journal-title":"Ada: A Journal of Gender, New Media, and Technology"},{"key":"e_1_3_3_14_1","first-page":"63","volume-title":"Digital culture, play, and identity: A world of warcraft reader","author":"Corneliussen H.","year":"2008","unstructured":"Corneliussen H. (2008). World of Warcraft as a playground for feminism. In Corneliussen, Rettberg (Eds.), Digital culture, play, and identity: A world of warcraft reader (pp. 63\u201386). MIT Press."},{"issue":"2","key":"e_1_3_3_15_1","article-title":"The digital game analysis protocol (DiGAP): Introducing a guide for reflexive and transparent game analyses","volume":"22","author":"Daneels R.","year":"2022","unstructured":"Daneels R., Denoo M., Vandewalle A., et al. (2022). The digital game analysis protocol (DiGAP): Introducing a guide for reflexive and transparent game analyses. Game Studies, 22(2). https:\/\/gamestudies.org\/2202\/articles\/gap_daneels_denoo_vandewalle_dupont_malliet","journal-title":"Game Studies"},{"key":"e_1_3_3_16_1","doi-asserted-by":"publisher","DOI":"10.1002\/9781119429128.iegmc296"},{"issue":"1","key":"e_1_3_3_17_1","first-page":"1","article-title":"Marketing religion: How game company Ubisoft commodified religion for a global audience","volume":"23","author":"de Wildt L.","year":"2022","unstructured":"de Wildt L., Aupers S. (2022). Marketing religion: How game company Ubisoft commodified religion for a global audience. Journal of Consumer Culture, 23(1), 1\u201322.","journal-title":"Journal of Consumer Culture"},{"key":"e_1_3_3_18_1","doi-asserted-by":"publisher","DOI":"10.1177\/1555412019864857"},{"key":"e_1_3_3_19_1","doi-asserted-by":"publisher","DOI":"10.5040\/9781350241954"},{"issue":"3","key":"e_1_3_3_20_1","article-title":"Assassin\u2019s Creed: A multi-cultural read","volume":"2","author":"El-Nasr M. S.","year":"2008","unstructured":"El-Nasr M. S., Al-Saati M., Niedenthal S., Milam D. (2008). Assassin\u2019s Creed: A multi-cultural read. Loading\u2026, 2(3).","journal-title":"Loading\u2026"},{"issue":"2","key":"e_1_3_3_21_1","article-title":"Playing with Gender: Women in Assassin's Creed Odyssey","volume":"24","author":"Elund L.","year":"2024","unstructured":"Elund L., Foka A., Vekselius J. (2024). Playing with Gender: Women in Assassin's Creed Odyssey. Game Studies: The International Journal of Computer Game Research, 24(2). https:\/\/gamestudies.org\/2402\/articles\/eklund_foka_vekselius.","journal-title":"Game Studies: The International Journal of Computer Game Research"},{"key":"e_1_3_3_22_1","unstructured":"Farokhmanesh M. (2014). Animating women should take \u2018days \u2019 says Assassin\u2019s Creed 3 animation director. In: Polygon. Available at: https:\/\/www.polygon.com\/2014\/6\/11\/5800466\/assassins-creed-unity-women-animation"},{"key":"e_1_3_3_23_1","unstructured":"Farokhmanesh M. (2023). Former Ubisoft Execs Detained as Part of Harassment Investigation. In: Wired. Available at: https:\/\/www.wired.com\/story\/ubisoft-arrest-harassment-tommy-francois-serge-hascoet\/"},{"key":"e_1_3_3_24_1","volume-title":"Introduction to game analysis","author":"Fern\u00e1ndez-Vara C.","year":"2015","unstructured":"Fern\u00e1ndez-Vara C. (2015). Introduction to game analysis (1st ed.). Routledge.","edition":"1"},{"key":"e_1_3_3_25_1","doi-asserted-by":"publisher","DOI":"10.1057\/9781403981240"},{"key":"e_1_3_3_26_1","doi-asserted-by":"publisher","DOI":"10.1207\/s15327825mcs0901_6"},{"key":"e_1_3_3_27_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11199-006-9158-0"},{"issue":"2","key":"e_1_3_3_28_1","article-title":"Game analysis reloaded: Editorial for game studies special issue","volume":"22","author":"J\u00f8rgensen I. K. H.","year":"2022","unstructured":"J\u00f8rgensen I. K. H., Aarseth E. J. (2022). Game analysis reloaded: Editorial for game studies special issue. Game Studies, 22(2). http:\/\/gamestudies.org\/2202\/articles\/gap_editorial_jorgensen_aarseth","journal-title":"Game Studies"},{"key":"e_1_3_3_29_1","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/7477.001.0001"},{"key":"e_1_3_3_30_1","unstructured":"Kafai Y. B. Richard G. T. Tynes B. M. (2016). Diversifying Barbie and Mortal Kombat: Intersectional Perspectives and Inclusive Designs in Gaming. Lulu.com."},{"issue":"2","key":"e_1_3_3_31_1","first-page":"1","article-title":"Lara Croft: Feminist icon or cyberbimbo? On the limits of textual analysis","volume":"2","author":"Kennedy H. W.","year":"2002","unstructured":"Kennedy H. W. (2002). Lara Croft: Feminist icon or cyberbimbo? On the limits of textual analysis. Game Studies, 2(2), 1\u201312. https:\/\/www.gamestudies.org\/0202\/kennedy\/","journal-title":"Game Studies"},{"key":"e_1_3_3_32_1","unstructured":"King A. (2020). End game: How #MeToo is disrupting the gaming industry. CTech. Available at: https:\/\/www.calcalistech.com\/ctech\/articles\/0 7340 L-3847870 00.html"},{"key":"e_1_3_3_33_1","doi-asserted-by":"publisher","DOI":"10.5040\/9798400650437"},{"key":"e_1_3_3_34_1","unstructured":"LeJacq Y. (2014). Ubisoft Cut Plans For Female Assassins In Unity. In: Kotaku. Available at: https:\/\/kotaku.com\/ubisoft-cut-plans-for-female-assassins-in-unity-1589278349"},{"key":"e_1_3_3_35_1","doi-asserted-by":"publisher","DOI":"10.1177\/1555412016640408"},{"key":"e_1_3_3_36_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-54822-7"},{"key":"e_1_3_3_37_1","unstructured":"Murray S. (2017). The Poetics of Form and the Politics of Identity in Assassin\u2019s Creed III: Liberation | Kinephanos. Kinephanos (SE)."},{"key":"e_1_3_3_38_1","doi-asserted-by":"publisher","DOI":"10.5040\/9781350241954.ch-003"},{"key":"e_1_3_3_39_1","doi-asserted-by":"publisher","DOI":"10.1017\/aap.2019.30"},{"key":"e_1_3_3_40_1","unstructured":"Schreier J. (2020). Ubisoft Family Accused of Mishandling Sexual Misconduct Claims. In Bloomberg. Available at: https:\/\/www.bloomberg.com\/news\/articles\/2020-07-21\/ubisoft-sexual-misconduct-scandal-harassment-sexism-and-abuse?sref=ExbtjcSG&leadSource=uverify+wall"},{"key":"e_1_3_3_41_1","doi-asserted-by":"publisher","DOI":"10.14325\/mississippi\/9781496833105.001.0001"},{"key":"e_1_3_3_42_1","unstructured":"Stark C. (October 22 2015). Evie frye: Designing the female star of \u2018Assassin's Creed Syndicate\u2019. Mashable. Available at: https:\/\/mashable.com\/archive\/evie-assassins-creed-syndicate"},{"key":"e_1_3_3_43_1","unstructured":"Statista. (2023). All-time unit sales of select Ubisoft video game franchises and titles worldwideas of 2023 (in millions). Available at: https:\/\/www.statista.com\/statistics\/1366802\/ubisoft-video-game-unitsales\/#:~:text=According%20to%202023%20data%20from and%20155%20million%20unique%20players"},{"key":"e_1_3_3_44_1","doi-asserted-by":"publisher","DOI":"10.17951\/nh.2021.6.92-110"},{"key":"e_1_3_3_45_1","doi-asserted-by":"publisher","DOI":"10.5040\/9781350241954.ch-014"},{"key":"e_1_3_3_46_1","unstructured":"Ubisoft. (2020). Ubisoft reports first-half 2022-23 earnings figures."},{"key":"e_1_3_3_47_1","unstructured":"Yin-Poole W. (July 11 2020). \u201cNew report on Ubisoft reveals more shocking sexual harassment allegations\u201d. Eurogamer. Available at: https:\/\/www.eurogamer.net\/new-report-on-ubisoft-reveals-more-shocking-sexual-harassment-allegations"},{"key":"e_1_3_3_48_1","unstructured":"Zwiezen Z. (January 11 2023). \u201cUbisoft Has Canceled At Least Seven Games In Six Months\u201d. Kotaku. Available at: https:\/\/kotaku.com\/ubisoft-7-canceled-games-splinter-cell-assasin-s-creed-1849976552"}],"container-title":["Games and Culture"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/15554120241246575","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/15554120241246575","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/15554120241246575","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T06:34:44Z","timestamp":1777444484000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/15554120241246575"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,4,25]]},"references-count":47,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2026,3]]}},"alternative-id":["10.1177\/15554120241246575"],"URL":"https:\/\/doi.org\/10.1177\/15554120241246575","relation":{},"ISSN":["1555-4120","1555-4139"],"issn-type":[{"value":"1555-4120","type":"print"},{"value":"1555-4139","type":"electronic"}],"subject":[],"published":{"date-parts":[[2024,4,25]]}}}