Xbox has launched a campaign to eradicate sexism in the video game sector and support women in the industry.
Despite representing a large part of the gaming community, women continue to face discrimination, harassment, and sexist insults from their peers, as reflected in a new Xbox campaign by the German agency Serviceplan.
The brand has decided to raise awareness of this problem by changing the B button on the console controller for an “equal” sign (“=”), in a limited edition series that has been sent to influencers in this sector in 23 countries on four different continents. The ultimate goal is to support women in video games and to lobby for measures that contribute to more equality.
When the “equal” button was pressed, the controller played nine audio files with inspirational and supportive messages from leading women in the industry.
These included those from Bonnie Ross, founder and head of 343 Industries, the studio behind the ‘Halo’ franchise; Cantika, one of Southeast Asia’s most popular streamers; Helen Chiang, head of Mojang Studios, studio behind ‘Minecraft‘; Sarah Bond, corporate vice president of the Xbox gaming ecosystem; and Jennifer Lufau, founder of Afrogameuses, a French non-profit organization that advocates for diversity and inclusion in video games.
On the other hand, Xbox also commissioned several artists to create illustrations of different relevant women in the field of gaming, as a tribute to the key figures in the field. The company was publishing these works on Instagram throughout March, on the occasion of the month that many consider as the month of women because the 8th of March is celebrated as International Women’s Day.