When a game features a create-a-character (and/or customizable outfits) how is the design for the “main face” of the promotional material decided?

The face of the game is usually decided on by the leadership team, particularly the executive producer and art director. They usually have a very specific idea for what they want the game to look and feel like, and we know that the majority (or at least plurality) of players will play through the game on the default settings, so it makes sense that they would want the default look to match well with their vision of the game.

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