The Situation: Women make up approximately half of the gaming community. They’re successful in E-Sports and hold leadership positions in the gaming industry.
Despite those facts, while gaming, women not only have to fight against their opponents, but also against prejudice and sexist discrimination. As a result, many female gamers not only lose the fun of playing, it also has an impact on their real life.
The Idea: To showcase that "Gaming for everyone" isn't just a slogan for us, we launched a worldwide initiative during Women’s History Month to support and celebrate women in gaming. Therefore, we took our most sacred piece of the console – the controller – and turned it into a statement for equality.
The Execution: We replaced the controller's “B button” with the “equal Symbol" and added a special function: By pressing it, gamers hear inspirational and supportive messages from the most famous and successful women in the gaming industry.
Their messages give female gamers strength and self-confidence. The limited-edition controller was designed in 4 different special packaging, created by internationally renowned illustrators, and was sent to the world's biggest gaming influencers in 23 countries on 4 continents, giving the message for equality the reach it deserves.
