A party hosted by Microsoft during GDC this week has caused uproar after whoever organised the event employed scantily clad girls to dance on podiums.
This kind of overt objectification of women used to be commonplace in the industry, but in recent times it appeared that we were moving away from these practices. In the past companies would regularly use "booth babes" to draw attention to their products at major events, but this kind of marketing tactic has been increasingly on the wane.
It seems, however, that someone at Microsoft didn't get the memo that the times they are a changing, and in the process they've embarrassed the whole company, to the point where Xbox chief Phil Spencer had to issue the following apology:
"It has come to my attention that at Xbox-hosted events at GDC this past week, we represented Xbox and Microsoft in a way that was absolutely not consistent or aligned to our values. That was unequivocally wrong and will not be tolerated. This matter is being handled internally, but let me be very clear - how we represent ourselves as individuals, who we hire and partner with and how we engage with others is a direct reflection of our brand and what we stand for. When we do the opposite, and create an environment that alienates or offends any group, we justly deserve the criticism.
"It's unfortunate that such events could take place in a week where we worked so hard to engage the many different gaming communities in the exact opposite way. I am personally committed to ensuring that diversity and inclusion is central to our everyday business and our core values as a team - inside and outside the company. We need to hold ourselves to higher standards and we will do better in the future."
What makes the whole affair even more disappointing is the fact that Microsoft hosted its own Women in Gaming luncheon during this year's GDC, in the process showing its more progressive side. Here's hoping that this is the face of the company that we see from here on in.