Excerpt: Games with male-only lead options sell 75 percent better than games with female-only leads. So yes, some of the fear that exists on the publishing side is founded. But you also need to consider the fact that this is a sort of self-fulfilling prophecy, given that games with only female protagonists were merely given close to 40 percent of the marketing budget as the male only games. That's right, not even half. And they wonder why those sales are not as good? The game industry is stifling advancement by using outdated, "safe" formulas.