Much of the deeper problem is that masculine and feminine are merely stereotypes, and that marketing frequently chooses to exploit those stereotypes. There are a number of possible ways to frame the current norms, most of which are not flattering. The range “of sexy female” types is exceedingly narrow, homogeneous, and superficial. The “powerful male” types seem asexual, as if steroids have caused them to not get it up anymore, and they are encased in Reichian emotional power-armor. Here’s one explanation of character armoring:
http://www.reichandlowentherapy.org/Content/Energy_and_Movement/armor.html
Armor is a metaphor referring to the muscular spasms, decreased moltility, postural mis-alignments, and character attitudes which an individual develops that act as a defense against the breakthrough of unwanted or intolerable feelings, sensations, emotions, or experience. Muscular armor serves, mostly, as a defense against anxiety, anger, fear, and sexual excitation. Character armor leads to emotional rigidity, poor contact with others, and a feeling of ‘deadness.’ With armor in place, the conscious control no longer has to actively defend against certain impulses or desires. As tenacious as psychological defenses tend to be, they can still slip or be overwhelmed at times, but armor tends to be ‘always on.’
Wilhelm Reich coalesced his ideas of resistence to ‘normal’ psychoanalytic methods around the concept of armor. The metaphor probably arises from the impression given of imperviousness to being touched by interpretation or education. It implies defensiveness. However, armor is more than a metaphor, it is a condition of the body that can be demonstrated.
Armor can be palpated as muscle tension. It can also be observed as impairment in movement. Patterns of armor do not strictly follow the pathways of voluntary motor nerves but rather show up as bands or segments. That is because armoring is more a result of autonomic system activity and so follow vascular patterns more than voluntary motor patterns. This is the same pattern as for ‘hysterical’ paralysis or ‘hysterical’ numbness that is well documented in the psychiatric literature completely independent of Reich.
When armor is fully in play, it it said that a person is exhibiting a ‘character defense’ and anxiety is fairly low. When armor has been weakened, either through therapy or chance experience, a person is said to be in an ‘anxiety defense’ An anxiety defense can be thought of as a temporary state brought about by de-armoring. It is important in bodywork not to precipitate too much anxiety at once.
I think that a person need not be into Wilhelm Riech or psychoanalysis to consider how this notion might be applicable here.
Much of the solution I think is in having more non-male people creating more games and other content for non-male enjoyment. The “lunky hero dude wins the scantily clad sexpot” archetype won’t disappear through shaming it away, people need to provide more varied alternatives, and even then it takes time.
Another stereotype is that of the player character itself. Video games have adopted a lot of narrative tropes (for better and/or worse) from cinema, while the underlying mechanics are often not truly based upon deep personal interactions, but rather physics puzzles and such which don’t require human avatars at all. For my own in-house immersive environments, my avatar was simply a geometric form, because I didn’t need a humanoid body to interact in the game-scape.
These assumptions about real life often find their way into comics, sci-fi, and fantasy media where there is no reason to suppose that contemporary Earth concepts such as “female”, “gay”, “white” have any meaning at all. These holdovers are for an unimaginative audience to identify with, not usually for the service of the narrative itself. For example, Boyega in the latest Star Wars movie was a victory for diversity in casting, but kind of meaningless in-universe where there is no reason to assume that any of the characters are even human, and even less for assuming that they are from Europe, Africa, or other real-world places. Identification relies upon an element of familiarity, of recognition - whereas diversity necessarily goes beyond identity to the inclusion of that which is truly new and different. This I think implies that cultural maturity ultimately lies not in more diverse stereotypes, but in eventually doing away with stereotypes. This involves a fundamental shift in storytelling as it has been generally used, where people are drawn into the depths of circumstances and decisions rather than relating to easy archetypes - in either sense of the term.
A funny contradiction is that whereas the video game industry likes to include superficially sexual elements in games and marketing, it has for the most part assiduously avoided video games about sex itself. They seem to be much more taboo in this medium than others, such as literature, movies, and even television. Whereas video games use a lure of sex, as a medium they are afraid of sex. Considering the low bar they set for themselves, this might be for the best. But it would be interesting to see more sex-positive examples.