Leveling Up Together: Inclusive Marketing Strategies for a Diverse Gaming Community

By: Matthew Fiacco, Siya Khanse, Anran Liao, Xiaofo Pan, & Daniela Restrepo

The global gaming market is expanding rapidly, and with it comes a diverse range of gaming  audiences. However, a significant number of players, especially those from marginalized groups  such as women, LGBTQIA+, and racial minorities, are reluctant to engage with gaming  communities and lack a sense of belonging. Our research examined the current gaming landscape, allowing our video game marketing client, Cheat Code (a division of Omelet) to  develop effective strategies that resonate with the diverse audience of midcore and hardcore  games. We found that Diversity, Equity, and Inclusion (DEI) initiatives incorporated by a  gaming company can increase players' willingness to participate in the communities. Authentic and accurate representation is crucial for effective messaging. Players are more excited to see  marketing campaigns that reflect their lifestyles, playstyles, and gaming habits than those that  reflect their genders, races, and other social identities. Authenticity in marketing comes from a  diverse workforce. To establish genuine communication and build a sense of belonging, it is  essential to have a marketing team that reflects the diversity of the gaming community. Our  research underscores the importance of leveraging inclusive, authentic marketing strategies to  create a space where all players of midcore and hardcore games can find a sense of belonging,  thus increasing consumer engagement and business success.

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The gaming industry has emerged as the largest entertainment sector globally, with a  staggering revenue of nearly $185 billion in 2022 from 3.2 billion players worldwide (Wijman,  2023). Our client, Cheat Code, is a division of Omelet, an established advertising agency, with a  specialty in creating integrated marketing campaigns and branded experiences for gaming  clients. Cheat Code seeks a comprehensive understanding of the gaming audience. As the gaming division of a premiere marketing organization, one  of Cheat Code’s primary goals is to create marketing plans that will engage all types of players.  Cheat Code’s clients include several major gaming organizations, such as The Pokémon Company, Blizzard, and Ubisoft. Cheat Code utilizes expertise in gaming markets and audiences  to craft effective marketing materials and actionable plans (Cheat Code, n.d.).

Our research confirmed that gaming audiences are more diverse than ever. Among U.S.  consumers of video games, 46% are women, 40% are either Latinx, Black, or Asian American,  and 16% are LGBTQIA+ (Ngoc, 2022). The space of midcore and hardcore games is also not  dominated by men anymore: women and non-binary people constitute more than 40% of RPG  players (Newzoo, 2022a) and one-third of shooter players (Newzoo, 2022b). However, while  those who consume are vastly diverse, those who produce are still predominantly white men.  Over 61% of game developers worldwide are men and 67% are Caucasian (Weststar et al.,  2021). 

 Overview

In 2022, a staggering 3 billion people engaged in video games. This number is only  expected to grow with every passing year (Clement, 2022). The gaming industry is seeing  unprecedented success, which has been accelerated by the COVID-19 pandemic (VentureBeat,  2022). The audience is bigger and more diverse than ever. As gaming continues to grow, it is  crucial for companies to understand their audience, including how to best attract and engage them. 

Researchers have found that 48% of gamers identify as female, and 29% identify as a  person of color in the US alone (Play Today, 2022). Further, a survey conducted by Meta found  that underrepresented gamers were more likely to feel excluded from games and less likely to  engage with communities (Meta, 2022, as cited in Toh, 2022, p. 6). In particular, 56% of Asian American and Pacific Islander (AAPI) gamers would rather stay anonymous in gaming  communities, as found in a study by Newzoo (Ngoc, 2021). These facts raise questions about  who is publicly identifying themselves as gamers, and whether everyone in the gaming  community is being appropriately engaged by gaming marketers. Cheat Code wants to improve  the gaming experience for all by improving the engagement between gaming companies and  their real audiences. In order for deeper engagement to be achieved, those companies need to  obtain a better understanding of who is playing video games today and how to effectively  communicate with them. 

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The existing literature and research on video games and representation shed some light  on the players of video games and the workforce in the gaming industry, but far less on diversity  and representation in game marketing and advertising. These studies, though sparse, demonstrate  some existing problems in the industry. One study conducted by Bowling Green State University  analyzed 70 game commercials from 2003 to 2017 in order to understand racial, gender, and age  representations in video game advertisements. This study found that video game advertisements  often underrepresented several demographics including women, racial minorities, and non adults. Even though some video game advertisements featured women, no advertisement showed  women actually playing games (Vollbach, 2018). Another study conducted by the University of  Missouri in 2014 examined 383 US magazine advertisements of video games and found the  upholding of stereotypical representations of women and racial minorities (Behm-Morawitz,  2014). Moreover, one study conducted by Feminist Frequency discovered that of the games  showcased during the 2016 Electronic Entertainment Expo, games featuring male protagonists  outnumber those with female protagonists by a staggering 13 to 1 ratio (Petit, 2016). However,  these studies are relatively dated. The diversity and representation in video game marketing and  advertising has changed dramatically in recent years. Our research intends to fill the gap. 

Background Foundation 

At the 2022 GI Live Online, an online conference held by the established gaming news  website GameIndustry.biz, an executive from Newzoo, the leading games analytics and market  research company, stated: “The old stereotype of games being for boys just doesn't exist  anymore” (Uppal, 2022, as cited in Wen, 2022, p. 7). The U.S. games market is diverse in terms of gender, ethnicity, sexual identity, and more. Among U.S. gamers, 46% are women. Also, there  are 20% identifying as Latinx, 15% as Black, and 5% as Asian American (Ngoc, 2022).  Moreover, 16% consider themselves to be a member of the LGBTQIA+ community, and 31%  claim they have a disability, with mental health being the most reported (Wen, 2022). It is also  noteworthy that minority gamers are steadily growing. Compared to previous data (Newzoo,  2020), gamers who are Black, Latinx, or Asian American have increased by 7% in the last two  years, while LGBTQIA+ players have increased by 3%. 

When it comes to midcore and hardcore games, the player base may not be as diverse as  the entire gaming audience. A study based on a sample of more than three thousand U.S.  respondents suggests a gender gap in genre preferences. There are significantly more men than  women willing to play game genres such as Shooters, Action, RPG, Sports, Fighting, Racing,  and Strategy, while female respondents display a much stronger interest in casual games (Sinclair, 2020). However, it should be noted that men do not completely dominate the  playerbase of hardcore games. Other research conducted by Newzoo indicates that women and  nonbinary people already account for more than 40% of RPG players (Newzoo, 2022a), and one  third of shooter players (Newzoo, 2022b). 

Accordingly, many developers of midcore and hardcore games are making efforts to  improve representation and inclusion in games and gaming communities. Leading companies  have introduced a range of DEI initiatives to set examples for the industry. For instance, Apex  Legends, a Battle Royale game launched by Electronic Arts in 2019 that quickly became a  massive global hit, has been introducing multiple LGBTQIA+ playable characters and taking  great care in creating vibrant personalities, unique abilities, and intriguing lore for them (Lewis,  2022). Out of the five most-selected playable characters in Apex Legends, two are women, one of which is openly gay, and there is also a gender-neutral character (Uppal, 2022, as cited in Wen,  2022). While Electronic Arts is trying to improve in-game representation, Riot Games and Ubisoft, two giants in the game industry with some of the most popular hardcore titles such as  League of Legends and Rainbow Six Siege, are working to create a more inclusive community. In  2022, the companies teamed up to launch a research project named “Zero Harm in Comms'' to  tackle community toxicity, by sharing databases to “better train AI-based preemptive moderation  tools that detect and mitigate disruptive behavior in-game” (Riot Games, 2022, p.2). Additionally, substantial progress has been made in the marketing of midcore and hardcore  games. All top ten best-selling games in the United States last year fell into the midcore and  hardcore category (Ivan, 2022). Eight of the games released live-action commercials, and they all  feature celebrities or actors who belong to one or more social minority groups. The three top selling action games, Call of Duty: Modern Warfare 2, Elden Ring, and God of War: Ragnarök,  all collaborate with celebrities such as Nicki Minaj, Lil Baby, LeBron James, Ming-Na Wen, etc.  Also, it is noteworthy that two sports games on the list, Madden NFL 23 and FIFA 23, give  exposure to female athletes in their commercials. In addition to the aforementioned games that  sell millions of copies, popular free-to-play titles in the midcore and hardcore category including VALORANT, League of Legends, and Apex Legends all launched marketing campaigns that pay  homage to minority players and give them opportunities to compete within the esports space  (Church, 2022; D'Anastasio, 2022; Eure, 2022). Overall, representation and diversity are  becoming significant in the marketing campaigns of leading midcore and hardcore games.

Overview of the Gaming Workforce 

When considering the overall impact of authentic marketing in gaming, an analysis of the  gaming community and workforce is essential in understanding the misconception of who a “gamer” is. A Developer Satisfaction Survey conducted by the International Game Developers  Association in 2019 found that 61% of game developers worldwide are men, 30% are women,  and 8% are non-binary. As for race and ethnicity, only 4% of developers are Black, whereas 67%  identify as White (Weststar et al., 2021). In 2020, a survey found that among the top 15 game  companies worldwide, only 16% of the executive teams are made up of women (Wittenberg Cox, 2020). These statistics reflect the commonly held belief that gamers are predominantly  White and male, which is not true of the gaming population as has previously been explored. In an effort to challenge and promote change, gaming companies are partnering with other  organizations to promote diversity and representation within their own organizations. Women in  Games, Epic Games, and the skincare brand Dove launched a campaign, Real Virtual Beauty,  encouraging and training female game developers to create diverse game characters, with the  intention of "raising the standard for the authentic, diverse, and inclusive representation of  women and girls'' (Dealessandri, 2022, p. 4). Do I Look Like a Gamer? is another campaign that  challenges the term ‘gamer’ by presenting a diverse group of 40 players and game makers to  inspire underrepresented groups to find careers in the gaming industry (Allen, 2022). Addressing  the gaps within the workforce and promoting the importance of inclusive hiring practices at the  corporate level allows gamers to see themselves not only through gaming content, but also as  represented members of the gaming industry as a whole. 

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Research Frameworks

As gaming is a highly interactive medium, it is important for companies to responsibly  and effectively engage with their audiences. Therefore, our research attempts to answer the following research question: 

1. How can game marketing agencies improve marketing tactics for gaming companies  to better engage the actual audience of midcore and hardcore games? 

To understand the marketing opportunity, this research also answers:

2. What is an accurate make-up of the gaming industry audience? 

3. What are the motivations of video game players? 

4. What are some effective communication strategies that may represent and intrigue  audiences?

5. Is there a correlation between diversity in the video game workforce and authentic  representation in marketing? 

Data Gathering and Methodology 

The team recognizes this is a large and important topic to marketers and the gaming  industry as a whole. To get the best possible understanding of this topic, the team conducted  primary research including an anonymous consumer survey and eight interviews with gaming  industry professionals. We conducted a survey of convenience with the hope of gaining an  understanding of the audience of  “core games,” games from genres that are more intense or  require more of a commitment for a fuller experience. The survey helped us learn players’  gaming habits, their opinions on the term “gamer,” if they feel included in gaming communities,  and what they think of diversity and inclusion topics within gaming. Our interviews were  conducted to obtain an understanding of how executives from several fields within gaming think  about diversity and inclusion, and the audience shifts they see in their own work. 

The team also conducted secondary research from a variety of sources, including  published articles, research reports, websites, industry news, social media, podcasts, interviews,  industry panels, conferences, and other sources in the gaming industry. Newzoo specifically has done significant research on the audience and workforce of the gaming industry. These data  sources were used to understand the existing industry landscape and workforce in gaming  companies, as well as to analyze gaming companies’ marketing strategies. 

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Limitations of the Study 

We acknowledge that there are limitations to the research we can provide. When sending  out our survey, we were limited to our network and the outlets readily accessible to us. We were  also unable to review proprietary data from gaming organizations. These constraints limit the amount of data we had access to and made our analysis of the available resources even more  crucial. Further, we used a survey of convenience. 

Survey Methodology 

Our team distributed a survey to understand the perspectives of video game players and  determine how those who play midcore and hardcore games prefer to be engaged and  represented. We set out to understand whether core players feel included in gaming  communities, what types of game marketing they find effective, and if they think game  companies should be responsible for making safe communities. 

To distribute our survey, we utilized a sample of convenience. We reached out to our  own social media networks, posted the survey to several Reddit pages, and took advantage of the  website Survey Circle, where users exchange surveys. Overall, we had a sample size of 256, of  which 186 respondents completed the survey. We were primarily interested in collecting data on  the players of hardcore and midcore games, from here on referred to as our “target audience,” but  we collected answers from respondents who exclusively play casual games as well. In total, 184  respondents played either midcore or hardcore games on some platforms, and 72 were players of  casual games only. 

Survey Participant Summary 

Based on our survey findings, our target audience consists of a diverse demographic, with  most respondents falling in the age range of 25-34 years (57%). The next largest age group is  between 18 and 24 years (27%), followed by 35-44 years (8%) (See Appendix C, Figure 1). In  terms of gender, 52% identified as male, 39% as female, 7% as transgender or gender non conforming, while 3% did not want to reveal their identity (See Appendix C, Figure 2). In regard  to ethnicity, 55% identified as Caucasian, with 40% belonging to other races (South Asian, East  Asian, Black or African American, and Hispanic), and 5% chose not to disclose their ethnicity  (See Appendix C, Figure 3). We also found 33% of our respondents identified as members of the LGBTQ+ community (See Appendix C, Figure 4). Lastly, one in four respondents identified as  neurodivergent.  

Survey Analysis 

Initial Findings 

Gaming encourages its audience to socialize, whether because a game is multiplayer, has  a large online presence, or sparks conversation among social circles. This social desire is  reflected in our respondents’ behaviors. As seen in Figure 1, 66% of our respondents informed us  one of the main ways they obtain information on video games is through talking with their  family and friends. Interestingly, this was a more popular way of receiving information for our  target audience than looking up gameplay videos or reading information online.  

Image: Figure 1

Image Source: Research Team

As a Google search is convenient for anyone to find information, it is surprising that our  target audience is more likely to take the time to speak with others they consider a trusted source  for information. Additionally, even online, our target audience seems to prefer when marketers use trusted individuals to convey information. In Figure 2, we find that 39% of respondents in  our target audience like to see influencers they follow recommend a game.

Image: Figure 2

Image Source: Research Team

These two data points emphasize the importance of word of mouth. A large portion of our  sample is influenced by the opinions of others. If those opinions were strongly negative for any  particular reason, it could create issues for video game studios. These points also highlight the  importance of the social aspect of video games and their communities, which is validated by the  finding that one in three respondents in our target audience play games to bond with friends and  family. 

Whether it’s to gain information, or simply to enjoy time with friends and family, being  social is a high priority for many in our target audience. What’s surprising then, is how few of  them enjoy being active in the communities around games. 

A Lack of Community Engagement  

Though our target audience has expressed an interest in socializing over video games  with their own circles, moving to larger communities shows a discrepancy. Among our target  audience, 60% informed us they were either only slightly or not at all engaged in the online  communities of the games they play, visualized in Figure 3. 

Image: Figure 3

Image Source: Research Team

The most frequent reasons for a lack of engagement were that they did not have time to  get involved, were not interested in socializing, or that the communities were too hardcore for  casual or new players. It is interesting that some of our target audience still feel that they must be  hardcore in order to be a part of gaming communities. In fact, 37% of our target audience,  despite playing similar games to the other 63%, said they would not consider themselves  “gamers.” As can be seen in Figure 4, there is a wide variety of reasons players reject the term  “gamer.” 

Image: Figure 4

Image Source: Research Team

It is upsetting that people feel excluded because they do not play the types of games they  think they need to in order to be considered a gamer, or simply that they do not “look like a  gamer.” When looking closer at who does and does not consider themselves a gamer, the  problem becomes more concerning, as significantly fewer women consider themselves gamers  than men despite playing similar games. 

Image: Figure 5

Image Source: Research Team

Alarmingly, when asked what games came to mind when considering DEI issues, several  responses from women went into further detail about feeling marginalized or targeted in gaming  communities. One respondent informed us: “I've experienced harassment while playing online  games such as World of Warcraft. I no longer use voice chat or talk about myself with people  online. It's better if they assume I am male.” Another said, “I'm only marginally involved in two  communities and they're both for games that have a higher female and queer base than the others.  Gamers are toxic.” It is evident that many in our target audience still feel unwelcome online. Commonalities in Content Marketing Preferences. Our data suggests the target audience is social, but they tend to avoid socializing within  communities. This feels like a missed opportunity, as a significant portion of our target audience  shares similar interests in gaming. As seen in Figure 7, 58% of our respondents play games to  have a relaxing time, and 51% play to enjoy a good story or unique form of storytelling. 

Image: Figure 6

Image Source: Research Team

This result from our core players is surprising, as traditionally hardcore and midcore games are  defined by their gameplay genre, as opposed to their story. Perhaps the increased desire for story  is due to the rapid growth in the industry, and the demand for more cinematic experiences from  home. More of our target audience informed us they prefer seeing stories in trailers for a game  than gameplay, identified in Figure 7. 

Image: Figure 7

Image Source: Research Team

A good story is something easy for a massive amount of people to enjoy. Gameplay, what  a player actively does within a game, is a crucial component of that game. However, only 17% of  respondents in our target audience informed us that they are interested in seeing trailers that  feature players from minority groups, indicating consumers may consider this tokenism, and very  surface-level diversity. In fact, DEI is important to our core players. 83% of respondents  informed us that they either consider DEI to be extremely important, or somewhat important to  gaming companies.

The Target Audience Wants Inclusivity 

Our survey results suggest that core players, though distinctive, share similar gaming  motivations and marketing preferences. A major gaming incentive for core players is bonding with friends or family. Also, most of them acquire information about new games through  conversations with friends and acquaintances. However, a significant portion of core players are reluctant to engage in gaming communities and unwilling to call themselves “gamers”. The  numbers further increase when it comes to female or LGBTQIA+ respondents. Though social  motivation is critical for the players to know and enjoy games, a substantial proportion of them  — many who belong to one or more marginalized groups —fail to find a sense of belonging. 

An overwhelming majority of core players value diversity and inclusion in video games,  yet more than half do not view diversity and inclusion as a top priority. The story, gameplay, and  graphics are the chief reasons for players to try a new game. Authenticity and accuracy are  crucial when it comes to DEI practices in marketing. Most respondents prioritize accurate  representation over positive representation and are more excited to see people in game  commercials who share their lifestyles and playstyles than their social identities. Our professional interviewees agreed that authenticity is the key to effective messaging.  To create authentic content, a diverse workforce is necessary. The ultimate solution to authentic  messaging is to build a creative team as diverse as the player base. 

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It is likely DEI is at the front of many of our target audience’s minds. Among our target  audience, 39% informed us they have responded negatively, or even taken some action against a  game due to a lack of or poor DEI, such as feeling reluctant to be actively involved in a game’s  community, feeling reluctant to recommend a game, or reducing their gaming frequency and  intensity. 

Moreover, 79% of respondents expect companies to take action to make their  communities safe and inclusive. From the marketing, the fan community, and even the issues  executives choose to stay silent on, a company’s actions matter to its audience. Additionally,  68% of our respondents expect companies to take a clear stance on divisive social issues to  express support for marginalized people. 

Ultimately, our audience just wants to be seen for who they are. Within our target audience, 66% say they value accuracy over positivity in the representation of women, racial  minorities, and other marginalized people in game trailers. Another 69% are more excited to see  people in game commercials who share a similar lifestyle, play style, and gaming preferences  instead of gender, racial, sexual, and cultural identities. People want to be able to act and be seen  as authentically as possible to feel comfortable within gaming. 

Industry Interviews 

Industry interviews were conducted over the course of three months, beginning on  November 29, 2022 and completing on January 6, 2023. Audiences have experienced noticeable  shifts in the gaming industry, evolving alongside advancements in technology. Creative Director at Riot Games, believes that different genres see different rates of success  across the globe: 

Console/PC games are very heavy in Europe and the US: people actually have machines  at home. If you look at Asia (China, Japan, Korea): a lot of people have LAN cafes…  Then, you look at South America, Central America, Southeast Asia: very mobile heavy,  because most people actually can't afford computers. (personal communication,  12/14/2022) 

Due to a general lack of accessibility, economic status, and the expensive nature of  gaming devices, international markets tend to lean towards mobile or public PC gaming. Riot  Games, the creator of the popular League of Legends franchise which has dominated the market  for years, also created both Wild Rift and Teamfight Tactics spinoff titles to appeal to the mobile  player, with the latter ultimately being the company’s second-highest-grossing game (personal communication, 12/14/2022). The medium available can define the types of games  consumers gravitate towards, and who makes up those audiences. Access to different consoles  and devices has diversified the content available to the consumer: “different genres of games do  better in different parts of the world” (personal communication, 12/14/2022). Advancements in the gaming space, and a cheaper means of production, have also allowed for  this growth in the industry overall. 

Acknowledging shifts in technology and global demographics was integral in  understanding how to best connect with consumers. Both the Creative Director and Senior Product Marketing Manager at ProbablyMonsters agreed on music as an effective means of connecting  with consumers: “there's a lot of ties between the type of games you play and the type of music  you like. And that can also inform what you use in a campaign” (personal  communication, December 13, 2022). To further support this argument, Riot has seen huge  success, monetarily, through the creation of their virtual K-pop band, KDA: “I think this is better  marketing than [even] Arcane (League of Legends)… In terms of direct dollars to entertainment,  KDA was created to sell skins, their outfits, and they created a chart topping [band]” (personal communication, December 14, 2022). The use of music, and other avenues like  television and film across the entertainment industry, are useful when connecting to audiences  through marketing. 

The intersection of gaming, other industries, as well as the available medium can really  define the type of content consumers gravitate towards and the way in which games are being  developed. The Head of Production at MetaVenture Studios, believes games are generally produced with their audiences at the forefront of development: 

Older skewing TV shows like Jeopardy!, Who Wants to Be A Millionaire, Wheel of  Fortune - all have games on devices like Alexa, Mobile Phones and PlayStations… As  gamer demographic[s] change over time, companies tackle the changes by updating  content in line with the change. (personal communication, December 16,  2022)

On another note, Founder of 2063 Productions, believes the space has not really  shifted: 

When I started in gaming, gamer demographics were boys 8-12. That was a very specific,  very refined demographic... Now, who's not a gamer? From every age, to any gender, to  every country in the world: every corner that you can think of somebody's a gamer (personal communication, November 29, 2022). 

As much as gaming has evolved from the original platformer, 8-bit model era of PacMan and  Mario, they argue that audiences are not reflected to the extent of which the gaming  demographic has expanded: “part of the reason we haven't realized that full potential is that game developers are still not as diverse as the population.” The gaming audience is more diverse than  ever before, and whether or not gaming content has kept up with the landscape is a valid  question, especially for companies like Omelet who want to create authentic, relevant marketing  for these new players. Authenticity, however, can be achieved through an understanding of who the gaming  audience is, and how to effectively reach that target. An executive at Amazon argues that  representation in marketing is often perceived as inauthentic because it is not prioritized at the  development level: 

If you are reflecting diversity in your game design, it's much easier to pull that into your  15-second ad… because the game, at its core, celebrates [everyone] and brings it in a way  that is a reflection of modern society (Anonymous, personal communication, February  14, 2023). 

Similarly, Director of Equity and Inclusion EMEA at Warner Bros. Discovery,  who has worked within the gaming space for Rocksteady Studios, argues that the responsibility lies on the shoulders of the companies involved in creating content, whether on the production  side or not: 

It is critical to pressure test [your] work first, internally, with the diverse variety of  identities within the studio and, secondly, to be able to test it with ... potential consumers  of the game around the globe to understand how to connect it most authentically. ( personal communication, December 15, 2022) 

In alignment with the point made earlier, there is an inherent need of hiring a diverse workforce  within a company, as an initial step, to create authentic content and marketing materials. Both the survey and interviews reinforced the fact that DEI practices and initiatives are valued, but not the most important factor for a game’s success. Survey respondents indicated that  story and gameplay are the most important elements when marketing a game. In interviewing  gaming professionals across varying business units, accessibility to technology, a genuine  approach to creating marketing tactics and campaign partnerships, and the importance of  community and fandoms were all resounding factors in measuring how audiences interact with  games currently. Authentic messaging is more effective when a gaming title is also authentic,  diverse, and inclusive at its core.

Final Analysis 

As the gaming audience becomes bigger and more diverse than ever, the needs of the  audience will grow with it. Our survey results and interviews reveal key insights about game  marketing that highlight the unifying aspects that unite game players and what engages them the  most. We will break down the analysis into the following sections: Community, Content  Marketing, Authentic Representation, and Workforce Diversity. 

Building Strong Communities 

Game communities offer a shared space where players can socialize, learn, support each  other, and have fun while engaging with their favorite games. Given that nearly three-quarters of  our target audience receive information about games through talking to friends and family, we  consider word of mouth a major marketing element for many hardcore or midcore games. If the  community generates negative word of mouth, new players could be less likely to pick up the  game. Therefore, fostering a safe and healthy community that promotes positive word of mouth  is crucial. However, most of our respondents reported not spending much time in gaming  communities. Many felt the communities were toxic, not vibrant enough (lacks diversity), or too  hardcore for newcomers or casual players to engage in. Concerningly, some respondents feared  getting harassed, bullied, and rejected by community members. 

These communities are important to the life and sales of a game, especially franchise  games like Call of Duty or any that fall under the Games-as-a-Service category, like Overwatch  2. The more people online discussing or streaming a game, the more potential sales and players  that game could receive. For example, the game Among Us was released in 2018 and fizzled out  quickly. However, in 2020, the game skyrocketed from 10 million downloads on the Google Play store to over 100 million downloads within three weeks (Fenlon, 2020). The primary reason  for Among Us' significant spike was Twitch streamers, who exposed the game to hundreds of  thousands of viewers who, in turn, spread the word among their social circles. Without the  presence of a strong community, a game can miss out on profitability it would otherwise have.  Many of our interviews echoed this concern: 

Community is such an important part of a game, to the point that it can very easily make  or break the title. A game with a strong community/fandom, even if the product itself isn't  that great, could still have a lot more longevity than… an amazing game [that] nobody  wants to play. (personal communication, December 1, 2022) 

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About one in three survey respondents reported being interested in real-world events  hosted by video game companies. These events are a manifestation of the game's fandom or the game itself. For example, The Pokémon Company annually holds the Pokémon World  Championships for a massive in-person crowd. In 2022, the event had 5,000 competitors and  4,000 spectators (Wrack, 2022). Fans attended the event to participate in various activities, from  tournaments to scavenger hunts. The event has a massive reach online as well. The video for the  final day of the competition on Pokémon's official English YouTube Channel currently holds  over 656,000 views. Not all gaming franchises can reach the same heights as Pokémon, but they  can all hold events appropriate to their own scale. 

Physical events like these allow a community and the brand's strength to be on full  display while allowing fans and consumers of games to interact with the creators. Gaming  conventions also provide players and fans a chance to connect with creators which in turn can  foster a sense of recognition. Additionally, the very act of hosting a physical event, especially  one of a large scale, can generate buzz and reach untapped audiences, making it a powerful marketing tool to maximize a game's exposure. Ultimately, a safe gaming community can boost  trust, generate positive word of mouth among players, and encourage newcomers to join in.  Therefore, for gaming companies, building and maintaining communities to create a safe and  inclusive environment is key to retaining their existing audience and engaging further with them. 

Universal Elements in Content Marketing 

A majority of our respondents are excited to watch game trailers that highlight engaging  narrative and innovative gameplay. It is also worth noting that highlighting a famous and well reputed company in the trailer piqued the interest of one-third of our target audience. Therefore,  it is crucial to prioritize these key elements to unify a diverse playerbase. This was echoed when asked if the gamer demographic affects the way games are produced: 

At the heart of the production is the craft. You're still going to have to design a level the  same way, you're still going to have to write a story a certain way. If you take God of  War, for example, I don't think having a dynamic of... a dad and a son [is most  important]. I'm a female, and I [still] love that story. (personal communication,  December 13, 2022) 

Representation still matters, and players certainly care about it. However, it must go beyond on screen visibility and involve an accurate depiction of the diverse experiences players have.

Representation Beyond Surface-Level Diversity 

A vast majority of our respondents value DEI practices. The absence of DEI practices can  compel players to take actions that would adversely impact the game, whether abandoning it or  refraining from recommending it to anyone. With word of mouth being one of the most  important factors for a game to grow organically, game companies should avoid such hindrances in organic marketing. Therefore, game companies will want to ensure their games reflect strong  and accurate DEI practices that players feel proud of while talking to their friends and family. There is an increasing need for gaming companies to acknowledge and act on social  issues that our playerbase cares about. Players today expect real actions from companies that go  beyond tokenized representation. This includes making proactive efforts to make communities  safe and inclusive and uplifting marginalized people by taking a stance on issues that affect  them. These actions are crucial to causing a deeper change that creates a more equitable  community. While accurate representation and good DEI practices may not directly grow a  game's audience size, misrepresentation, toxic communities, or ignorance of social issues can  certainly shrink a game's audience. 

When it comes to representation, players appreciate authenticity and sincerity. In May  2022, Activision Blizzard created the Diversity Space Tool, assigning numerical values to  superficial character traits such as age, culture, body type, gender, and sexual identities. Even  though the creators had the good intention to diversify their characters, it was met with a storm  of outrage for its tokenistic and oversimplified approach (Tassi, 2022). Companies need to do  better than simply quantifying diversity: DEI requires more nuanced and thought-through  practices. For instance, if a game features an underrepresented character, their culture, lifestyle,  traditions, language, or history should be thoughtfully incorporated into the character's  development. Only when diversity is authentic from the core can it be reflected in marketing or  else, rightfully so, it can be perceived as tokenism. 

Workforce Diversity is Crucial to Authenticity 

As a participant informed us, it is easy to tell when diversity within a company is  inauthentic. For DEI efforts to be genuine and authentic, gaming companies need to embrace DEI not only in their products but also in their hiring practices. Companies that attempt to  market themselves as diverse or inclusive without prioritizing diversity in their workforce and  practices run the risk of being called out for performative efforts. Instead, we believe all  companies in the gaming industry, marketing-centric or otherwise, should take the time to build a  diverse workforce and listen to voices from different backgrounds. 

A truly diverse workforce, with creators and marketers from varied backgrounds, brings  unique perspectives to the table. When the employees live and breathe the realities players  experience, they are better equipped to create games and gaming content that deeply resonate  with their audiences. An inclusive workforce minimizes instances of tokenization and nurtures  an inclusive culture that naturally reflects in the games. 

Recommendations 

To embrace and engage with the diverse audience of core players, Cheat Code should  consider the following recommendations. These strategies will help game companies create a  more diverse and inclusive gaming community, authentically engage with underrepresented  game players, and increase the sales for game companies. 

Create Casual Events for Core Players 

Game companies should create events that are welcoming and accessible for core players.  Casual events break down barriers for participants to build interpersonal connections within  gaming communities. These events could be online or in-person. Online events could include fanart sharing and cosplay contests to showcase players’ passion and creativity. In-person events  could include pop-up shops, fan conventions, and meet-and-greets, to further increase the reach  by attracting those audience members who are not active in online communities or prefer in person engagement. By encouraging the participation of core players regardless of their gaming skills and facilitating interpersonal connections, these events can generate positive word-of-mouth within and beyond gaming communities. 

Empower underrepresented influencers to share their unique experiences. 

Encouraging diverse creators to produce authentic content is crucial in capturing the  hearts of underrepresented groups. Unique, personal stories from creators in marginalized groups  will convey the most authentic messages and resonate with underrepresented players who share  similar lifestyles and playstyles. This will draw in more diverse players and foster a more  inclusive community, reinforcing the game's inclusivity and can promote growth in the long run.

Utilize Characters and Narratives to Prove Authenticity 

Marketers should leverage characters and narratives to provide heartfelt or engaging  worlds that players can get lost in. The depth and complexity of the characters and stories within  a game lead to authenticity. By utilizing these elements to unite core players in shared  experiences, game companies can foster a more cohesive community with authentic messaging  related to core players, resulting in increased sales for game companies. 

Prioritizing Authenticity in Target Audience Representation 

Rather than resorting to tokenism in marketing with the perfunctory inclusion of one or  two players from marginalized groups, game companies should research their target audiences’  gaming behaviors, such as lifestyles, playstyles, and gaming preferences. Game companies can  then incorporate a relatable, authentic, and accurate representation of the target audience, which is more effective in resonating with underrepresented groups of game players, leading to positive  word-of-mouth marketing. 

Amplify Underrepresented Voices Within the Gaming Workforce 

A game may only be as diverse as its creators, and amplifying the voices of those  individuals at the corporate level is the first step to achieving that. Companies should not only  diversify their own workforce but also utilize various platforms to create marketing campaigns  that highlight their efforts and initiatives toward promoting workforce diversity. This is an  essential stepping stone to DEI practices and authentic messaging in game marketing.

Conclusion 

Cheat Code should help cultivate inclusive and diverse gaming communities through  online and in-person community events and diverse influencers’ content, highlight character and  narrative in their content marketing, and ensure authentic and accurate representation of their  audience. Most importantly, Cheat Code should amplify underrepresented voices within the  workforce. Incorporating DEI practices in game marketing is not just about boosting sales or  building a better brand, but also about creating a brighter future in the gaming industry. 

Future research on DEI in game marketing could focus on measuring the effectiveness of  different practices in game marketing campaigns. We believe that examining these campaigns’  effectiveness, such as awareness and conversations online, could help game companies make  data-driven decisions on when and how to incorporate DEI practices in marketing. Additional  research could also investigate the perceptions of DEI practices for game marketing in  international territories, as our research mainly focuses on the game players in the United States.  Moreover, given that we found toxicity is still prevalent in gaming communities, it is essential to  examine the toxic traits of these communities. As the global gaming audience becomes more  diverse, this research could prepare gaming and marketing companies to not only authentically connect with their current audiences, but also create an inclusive, engaging environment that  keeps drawing new players.

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