If you are an avid gamer and follower of all things E3, you may have noticed a lot of post-conference articles from gaming journalists condemning the show. It seems to be a yearly exercise in naval gazing with one of the major complaints being the existence of the “booth babe.”

For whatever reason, this argument has been especially en vogue this year, reaching a new apex of contempt amongst many of the most “seasoned” gaming journalists.

At Game Rant, we generally try to avoid becoming involved with faux controversy and stick to gaming news, reviews, and previews, but the public focus and condemnation of the show as prepubescent male fantasy run amuck because it had models dressed provocatively is mindboggling. Especially when one considers this is not a new phenomenon and exists throughout the entertainment industry.

Because of “booth babes,” E3 now apparently needs to be fixed, killed, or labeled a non-industry event. Articles have noted how offensive “booth babes” are to women, how they potentially damage business opportunities, why they reinforce the immature gamer stereotype, and how they offend even some males’ sensibilities. Some journalists speak of the dehumanization and objectification of women and their horror and revulsion that they and “normal female gamers” have to endure such an experience.

All the while, these same journalists continually use the term “booth babe,” a clearly sexist and derogatory phrase that implies the individuals in question are merely objects that offer nothing beyond their looks, and they criticize those individuals who clearly have no problem with the presence of models.

One such respected writer wrote an opinion piece about the potential loss of business due to publishers’ use of booth models. The research upon which he mainly relied came from the ESA annual fact sheet, which stated in general terms that 53% of the gamer population was male and 47% were female. Therefore, the argument goes, publishers risk offending 47% of the marketplace by using provocatively dressed women to market their games.

Of course, the devil is in the details, and statistics are notoriously shaky to rely upon when the supporting data is not revealed as well. The study cited that, “[m]ore than 2,000 nationally representative households” were used as the data pool, a rather small sample size to use for a country of over 300 million people, but that was far from its only weakness. The specific questions asked of the survey participants are unknown, and more importantly, the definition of the word “gamer” or “video game” is not defined in the study results. Other mainstream studies have suffered from the same problem.

Anecdotally, more women, especially those in the younger demographic, do appear to be playing “hardcore” titles during this console generation, but it’s doubtful that even the most optimistic assessment would put that amount at 47%. Many of the female gamers cited by the ESA clearly come from the nontraditional pool, playing casual and mobile games. In 2008, a Nielsen study showed that women over the age of 25 years old made up the largest block of PC game players “accounting for 46.2 percent of all players and 54.6 percent of all game play minutes in December 2008.” However, the most played games on the PC were pre-installed games from Microsoft, with the most played game being “Solitaire with over 17 million players for the month of December 2008.”

Since then, the popularity of mobile and social games have exploded, leading Zynga’s Director of Brand Advertising, Manny Anekal, to brag that the 40 year-old mom is the new hardcore gamer. Which begs the question: Is the event targeting consumers that play games like Solitaire, Farmville, and Words with Friends, so that this large gaming sector could be potentially offended by booth models? Of course not, and the stated business impact of their presence at E3 is overstated at best.

Furthermore, E3 is not open to the general public but to a select audience:

In 2012, leading computer and video game companies, business partners, media and industry analysts from over 100 countries will converge on the Los Angeles Convention Center.

E3 2012 will welcome software developers, buyers and retailers, programmers, distributors, entertainment industry representatives, financiers and venture capitalists, importers and exporters, manufacturers, resellers, researchers, educators, financial and industry analysts and worldwide electronic and print media.