The issue of female inclusion in video games is still a pending issue, but it is widely taken into account by organizations and advertising agencies. Women in Games, together with the creative agency BETC, unveiled the “Gender Swap” campaign that rejects the sexualized image of women in video games and seeks to raise awareness in the industry through a multi-channel experience.
The social confinement due to the Covid-19 pandemic put the importance of the video game industry on the table. Globally, China leads the gaming market, Statistical data They report that, in 2020, the Asian country earned more than 40 thousand 500 million dollars thanks to the sales of games, consoles and other components.
Mexico is not far behind, the number of gamers it reached 72.3 million at the end of 2020, an increase of 5.5 percent compared to 2019. With this, the value of the industry grew, according to Statista.
However, in the world gamer The lack of inclusion of women was evidenced, a study carried out by NIVEA revealed that 70 percent of women considered that there are disadvantages in the sector due to gender. In addition, the industry continues to perpetuate sexualized stereotypes.
Campaign seeks to raise awareness about the sexualization of women in video game characters
A NIVEA study revealed that, 46.3 percent of women declared receiving sexist comments from others gamers36.3 percent received harassment, 35.3 percent declared that the stereotype of women still exists gamer24.3 percent received abuse and insults and another 17.7 percent said that other gamers did not want to play with them because of their gender. With the results it is evident that the paradigms about who can be gamer And no, the world of video games continues to be slightly dominated by men with 53 percent of their participation.
With the aim of showing the world that women are part of the industry and that it continues to perpetuate stereotypes, Woman in Games and the creative agency BETC launched the initiative that will be made up of a multichannel experience with which they have used popular video game characters. to exchange the animations and actions for that of the avatars female to show that there are discrepancies in posture and movement.
To ensure the dissemination of the Woman in Games campaign, it allied with Twitch content creators; she also included a list of the modified games on her official website and on her Discord channel.
The goal is simple: promote inclusion, diversity and alert the gamer and developer industry that there are stereotypes that affect the behavior of society.
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