90%? I don't know about that.
I've already posted a source for that claim, so I have to say I'm more than a little insulted that you'd question me on it; it makes me feel like you really just don't care about any of the points I'm trying to make. I can give you a litany of examples for how the sexual objectification of women 1) far outpaces the sexual objectification of men, and 2) affects gender equality in negative ways, with consequences for both genders. Apparently you're just going to ignore them because you don't "feel" that this is a problem. Fictional characters both reflect and reinforce society's values.

If females just happen to sexualise males less in general, do we have to start making more females physically unattractive in a game compared to males?
We could maybe consider making the range of female body types comparable to the range of male body types. Men can be fit, fat, old, short, hulks... Women are almost always fit, young, and very often excessively busty. You are fully aware that no one's saying to get rid of attractive people; people are saying every single girl being young and busty is getting really smurfing old.

I've used the character design for Overwatch
 as an example before. Look at the range of body types and ages for male characters. They're short, tall, muscular, fat, young, and old. The women are young, slim, and busty. Every single one. And please come back at me with the "But men made this game for men and that's just the status quo for how men want women to be so it's okay!" Because smurf you.

You may dismiss an avalanche of examples because "everyone likes to look at pretty people," but as I said, the consequences of valuing women based on their looks and sexualizing every smurfing female character are far reaching. I've posted a study that illustrates one major example, and a video that lists many more examples. I can continue to list examples until I'm blue in the face. You don't get to dismiss this as "but what's wrong with liking to look at attractive people"? I like to look at attractive people too; it's why I don't watch British TV shows. But the gap between how men and women are treated is wide; you would have to ignore thousands of studies in order to believe otherwise. Please tell me you want more studies--I will drown you in studies, mothersmurfer.

And don't BS me about the differences in swim wear being a simple matter of personal choice; that's being purposefully dense. Women are expected to cover their breasts because "sexual" (and illegal to show in many places). In other cultures, you'll get laughed at for thinking breasts are sexual because they're "for babies." In yet other cultures you'll get rocks thrown at you for having your shoulders covered because "sexual." This is not an issue men in any culture that I'm aware of deal with on any level.