Times They Are A-Changin’? Evolving Representations of Women in the Assassin's Creed Franchise

This study analyzes representations of women—protagonists and NPCs—in Assassińs Creed games between 2007 and 2024, to explore the impact of the last decades’ 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.