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The controversy originates from Dove’s recent partnership with Epic Games, creators of the popular Unreal Engine, to promote inclusivity in video games. The company announced that it would be tackling the issue of overly sexualized female characters—treating it as a problem needing correction through their “Real Virtual Beauty” initiative. According to Dove, their goal was to highlight “the lack of inclusivity in video game characters,” especially focusing on women who don't feel represented.