Customer Challenge

Having your story told is a universal human need, but for many in marginalized communities or in markets outside of the US, it's rare to be represented in media, let alone games, and as a result, some people could feel like a secondary consumer for our content. 

​​​​​​​Business Impact

80% of media consumed by the world is created in the US*  and yet most media, including video games, don't contain characters and content that align to that broad consumer. 

​​​​​​​Research shows that players prefer to play characters that look like them and are more likely to purchase and play experiences where they align to the characters identity.

• 57% of players in the broader gaming market didn't play certain games because the games weren't made for them. Over half of the global gaming market.
  
• 53% of developers felt diversity in storytelling should be a priority and it was ranked as the third most important factor in industry growth.
  
• 41% of retail consumers have shifted 10% or more of their business away from brands that do not reflect their value in diversity & inclusion.

​​​​​​​References:  New Zoo 2022 DEI Study, Diamond Lobby Diversity in Gaming Report, ​​​​​​​​​​​​​​​​​​Newzoo 2023 Global Gamer Study; Gina Davis Institute

Source: 2022 Google PC & Console Insights Report​

• Are you telling new stories or sharing new perspectives within the product experience?
   
• Do all of your characters/player depictions look the same?
   
• What steps have you taken to ensure characters are represented respectfully and authentically?
   
• How have you validated assumptions you have made about your audience to check for blind spots or unintended stereotypes?
   
• Would you feel proud to show a member of a community how their culture/character is depicted within your experience? 
   
• How are the wide range of customers depicted within your products, content portfolio and communications? 
   
• What process have you used to validate how different groups of people or cultures are represented in your experience?

• Are you reinforcing any negative gender stereotypes?  
  
  • Are you unnecessarily introducing gender & gender barriers into your code or design?
    
  • Are you creating playable female characters that are equal in skill and ability to their male peers. Are your female characters equipped with clothing and armor that fits their tasks?  Do they have exaggerated body proportions?
    
  •  When the story allows, do you show male characters who display a full range of emotions, including joy, sadness, and vulnerability?
     
• What % of screen time (on screen presence, speaking lines, heroes) is held by different gender/racial identities? 
   
• Do you have a process to review key decisions with the lens of Helping Customers Feel Seen?