During November 2014, Digital Extremes (DE) ran a charity promotion through their popular free-to-play game Warframe (2012) supporting the Movember Foundation. The Movember Foundation has gained some notoriety recently for asking supporters to grow a moustache during the month of November–hence Mo(ustache)-vember–in order to raise awareness for men’s health issues. For DE’s “Moframe,” as they
called it, players could adorn their in-game avatars with moustaches, with new and more elaborate versions unlocked as the promotion reached donation goals. To announce the event, publicize received donations, and showcase the unlockable moustaches, DE created a Moframe website featuring two playable avatars donning ‘staches: Excalibur and Mag. While there is no surprise that Excalibur, the first warframe and
posterchild of the game, appears on the site, Mag’s presence is somewhat unexpected. The Mag avatar is assigned female, and yet the site shows her trying on an assortment of facial hair.
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