Is this really controversial? The proof is in the amount of money spent on advertising. Sure, some advertising just gets the word out, but, for example, McDonalds or Coca-Cola ads are all about behaviour modification, because everybody has already heard of both things, even though individual people widely believe they are unaffected by the ads they watch.
That's why things like this study are useful to establish that violence is *not* among the things that are easily injected into consumer thoughts. Now, of course, a key difference is that McDonalds and Coke are specifically trying to change your behaviour. Games aren't trying to make you more violent, they are mostly just trying to be fun and occasionally they might try to make you think about something when the game creators are feeling particularly artsy. Arguably that one US army game might actually be about promoting violence in some sense, but it's an extreme exception to the rule.
Sexism is like violence in that it can be part of a game, both purposely and incidentally, but it's very rare that the point of the game is promoting sexism. So is the salient difference here the intention of the media? Or is violence just especially repulsive? That would be a follow-up.