In 2022, one out of two gamers is a woman. But you wouldn’t know it from the sexist representation of female video game characters, with their curves that go beyond cliché. That’s may be because women represent only 22% of the employees of video game studios. Women in Games is a French association that works to promote diversity in the video game industry. With the help BETC they revamped (“modded”) the male heroes of top games by swapping them with their female counterparts. Suddenly, the previously macho figures were jutting their hips and sticking out their butts. The initiative sparked a discussion on gamer platform Twitch while also being supported by an inclusion guide for gaming professionals. Sounds like Catwoman finally got her revenge. |
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Title | #Genderswap |
Title (original language) | #Genderswap (anglais) |
Agency | BETC Paris |
Campaign | Gender Swap |
Advertiser | Women in Games |
Brand | Women in Games |
Date of First Broadcast/Publication | Subscribers Only |
Business Sector | Subscribers Only |
Media Type | Case Study |
Length | |
Advertising Manager | M....ne F....ze Subscribers Only |
Advertising Manager | L...se G...ni Subscribers Only |
Advertising Manager | Vi....ia C....er Subscribers Only |
Account Management | Ca.....ne E...IN Subscribers Only |
Executive Creative Director | St....ane Xi....as Subscribers Only |
Creative Director | A...ud As.....ne Subscribers Only |
Creative Director | Be....in Le.....on Subscribers Only |
Art Director | M...e G...in Subscribers Only |
Associate Art Director | C....ne C....un Subscribers Only |
Copywriter | Ma....eu Bo....ot Subscribers Only |
Creative technologist | L...el S....zy Subscribers Only |
Creative Consultant | S�.....ien De....ye Subscribers Only |
Producer | F...y P....er Subscribers Only |