In recent years, the gaming industry has seen progress towards embracing diversity and inclusion. This shift transcends merely a strategic move for broadening user bases; it aligns with the zeitgeist, reflecting a societal movement towards inclusivity and representation across all platforms, gaming included. By fostering diverse and inclusive gaming environments, developers and publishers are not only staying attuned to today’s spirit but also enriching the gaming ecosystem. Take a look into how diversity and inclusion in gaming foster expansive, engaged, and loyal player communities, echoing the societal pulse of our times.
The evolving gaming demographic
Historically, the gaming industry largely catered to a male demographic, often sidelining women, ethnic minorities, the LGBTQIA+ community, and individuals with disabilities. However, as the recent Gamer Sentiment Study on Diversity and Inclusion of Newzoo reveals, the gaming landscape is much more diverse. The study, encompassing over 4,000 gamers across the U.S. and UK, unveils that 46% of gamers are women, 20% are Latinx, 15% are black, 5% are Asian American, 16% are LGBTQIA+, and 31% have a disability. This rich tapestry of gamer identities underscores the imperative for more representation in gaming narratives and characters.
The call for diversity and inclusion resonates with a significant portion of the gaming community. The study indicated that around half of the respondents value diversity, equity, and inclusion, a sentiment particularly strong among U.K.-based LGBTQIA+ respondents, ethnic minorities, and individuals with disabilities. Players appreciate character customization, with a preference for characters that mirror their identities, especially in the U.S. This desire for representation extends to the gaming industry’s stance on societal issues, with players urging publishers to adopt transparent and vocal positions on topics such as health and well-being, social causes, and company culture.
Tackling toxicity and promoting inclusion
The gaming industry’s underbelly reveals instances of toxicity, both within gaming companies and online gaming communities. For instance, notable gaming brands like Activision Blizzard have faced criticism and lawsuits due to alleged cultures of sexual harassment and unequal pay. Moreover, the lack of representation is critically reflected in the characters on-screen. Nearly 80% of lead characters in games are male, 54% are white, and only 8% of main characters in games are females of non-white ethnicities. In some cases, games might include characters with different abilities on-screen but portray them in a manner that reinforces harmful stereotypes. This lack of inclusivity can significantly impact the experiences of minority and marginalized gamers, who might face hate speech, threats of violence, or other forms of harassment when interacting in online gaming communities.
However, companies are awakening to these challenges, implementing measures to curb toxicity and promote inclusivity by deploying proactive filters and accessibility features and featuring non-stereotypical characters with physical and mental disabilities, breaking away from traditional character molds and embracing a more inclusive representation.
Monetization and user acquisition
A diverse and inclusive gaming landscape can significantly boost user acquisition and monetization. By embracing a broader spectrum of player identities, games can tap into new market segments, fostering a sense of belonging and engagement. This, in turn, can fuel positive word-of-mouth referrals, social relevance, and media attention, driving user acquisition. Moreover, inclusive monetization models tailored to different player demographics can optimize revenue generation.
There are several non-profit groups and companies promoting diversity and inclusivity in the gaming industry. Notable entities like AbleGamers, AnyKey, Extra Life, and Women in Games are tirelessly working on initiatives that aim to make the gaming market more inclusive and accessible. Through various programs and campaigns, these organizations are leading changes that not only enrich the gaming community but also pave the way for a more inclusive gaming industry landscape. Beyond non-profits, collaborations between companies are also progressing. For instance, Dove has partnered with Women in Games and Epic Games’ Unreal Engine to launch Real Virtual Beauty, a coalition aimed at encouraging developers to create a healthier, more diverse representation of women in games worldwide.
While strides have been made, there’s much ground to cover. As the gaming community continues to diversify, the industry must keep pace by fostering an inclusive environment that celebrates all players. By doing so, not only does the gaming industry stand to create richer gaming experiences, but it also unlocks new avenues for user acquisition and monetization, setting the stage for a more inclusive and profitable gaming future.