The gaming team at Meta launched an initiative to better understand the perspectives of underrepresented gamers in order to share the importance of diversity with the mobile gaming industry. Their findings, Stephen Gray (Meta) pointed out, are just as applicable to advertisers outside the gaming industry. With gaming now, the world’s most dominant form of entertainment, Chloé Gingrich (Meta) noted that the gamers population is more diverse than ever before, encompassing a spectrum of ethnicities, genders, ages, sexual orientations and abilities.
Their study used a combined qualitative/quantitative approach that looked at three gaming communities—ethnicities, LGBTQ+, women/non-binary gamers—in five markets (U.S., U.K., Brazil, Germany, & South Korea). With their research findings, the team explored three key themes: how inclusive environments help drive player engagement, key considerations for fostering diversity and inclusion within games and the gaming community, and the importance of authentic advertising.
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