Valued at almost $200 billion globally, the gaming industry is growing fast. Yet while 48% of gamers identify as female, pervasive harassment is seeing the industry lose a fifth of female online gamers. How can brands contribute to the cultural shift the gaming world requires to become more equitable?
Adam Jerrett is a lecturer in Creative Technologies at the University of Portsmouth and a game designer. He is interested in the creation and play of socially conscious "games for good", games for educational and activist purposes, and an advocate for autobiographical games. His work is framed through the lens of values – the things that are important to people – and how they influence the media they create and consume. His view is that personal values, politics, moralsm, and ethos affect everything we do and the world around us.
Aurora Townsend is the CMO of VR app developer FireFlare Games. She is building Planet Theta, a metaverse dating platform focused on users’ safety and aiming to set the standard for the future of online dating.
Adrienne Matei is a journalist for publications including the New York Times, Bon Appetit, Vanity Fair, The Globe, and The Guardian. She writes about the intersection of online and offline culture from Gen Zer Tik Tok trends to the digital afterlife.
From sponsoring esports to experimenting in the metaverse, a growing number of beauty brands are leveraging gaming to connect with Gen Zers. With the creation of its own in-app mobile game, Maybelline is taking a slightly different route, seeking to tap casual, rather than heavily involved gamers.
The pandemic has pushed gaming into the spotlight as people spend more time at home and try to manage their anxiety through virtual play. But despite the large – and growing – number of female players, developers have been slow to create games tailored to this audience. Enter HoloVista.
The proliferation of 5G won’t kill birds, spread COVID-19, or cause cancer (as conspiracy theorists often suggest). It will, however, transform the mobile gaming landscape thanks to cloud-based processing and rapid connections. What kinds of virtual experiences might this tech facilitate?
With gamers immersing themselves in long-form narratives and engaging with their preferred mediums more intensely, streaming platforms are making moves to win their attention. From film versions of favorite games to player-centric spin-offs, what entertainment strategies will have the most appeal?