o:8095 Stereotypical Negative Female Gender Roles in Digital Games en Digital games represent a new media form dominated by men, either as characters or as players. The perception of digital games as ‘Boys’ Fun’ has been denied by the latest research that points to the fact that women are increasingly accessing this medium. But the analysis of digital games shows that gender roles appear in this media as real-world stereotypes. It means that there is discrimination against women who often have a pas- sive role, whether they appear as victims or as sexual objects. When they are not damsels in distress helplessly awaiting their saviour or playing heroines, then, they are most often portrayed as rebellious beauties with oversized dimensions. The subject of this paper is female representation in digital games. Authors used content analysis of 30 digital games with female protagonists, published at J Station, to examine the female gender roles in such digital games. The aim of the empirical study is to demonstrate that the elements of gender discrimination are present in digital games and that they can lead to the creation of harmful stereotypes against women. digital games, discrimination, female, gender roles, stereotype. 2025-08-06T09:12:29.979Z 44 no 46 Dr. Borivoje Baltezarević Union University Faculty of Management 0000-0002-6798-6981 46 Prof. dr Vesna Baltezarević Megatrend University Faculty of Law 46 Prof. dr Radoslav Baltezarević Megatrend University Faculty of Business Studies 46 assoc. prof. Dr. Piotr Kwiatek Kwiatek Kozminski University Department of Marketing 46 Dr. Ivana Baltezarević Baltezarević application/pdf 747006 https://unilib.phaidrabg.rs/o:8095 no yes 1 70 1552253 71A06 Acta Ludologica 4 2 42 57 2021