Politically-driven journalists have been working hard to convince game studios to throw away tried and true methods to court audiences, and pursue “diversity” and “inclusion” (which typically translates to anything that doesn’t include straight, white males) as the go-to marketing solution for building products within the interactive entertainment space. The latest article to jump on the diversity bandwagon has been Quartz.
On November 19th, 2018, Quartz published an article entitled “Video game companies risk more than billions without diversity”.
The article outlines how the gaming industry in America brings in around $36 billion annually, and is part of the global games economy that exceeds $108 billion, as noted by Superdata.
The Quartz article references a report from Nielsen Media that was published back on September 13th, 2018 that detailed the consumer habits of black consumers in America, where it was noted that 73% of African-Americans 13-years of age and older identify as gamers. The Quartz article attempted to leverage this point to promote companies pursuing diversity initiatives, writing…
“ the disparity between the game makers and the game players, especially when it comes to gender and ethnicity, means companies are leaving potentially vast amounts of money on the table, a recent study from Nielsen found. What’s more, businesses are losing a significant opportunity to meaningfully engage with audiences.
“Nielsen’s research discovered that in the US, Asian-Americans, followed by African-Americans, are most likely to be gamers, while 73% of African-Americans 13 and older are gamers, compared with 66% of the total population.”
The article also quotes senior vice president of U.S., strategic community alliances and consumer engagement at Nielsen Media, Cheryl Grace, who told Quartz…
“There’s a lot of money at stake. It’s important for the gaming industry to recognize there is money being left on the table because there is a lack of complete holistic storylines that resonate with people of color. There is also an opportunity for people of color to write about our own stories, and a lot of money to be made,”
There is a lot of money to be lost attempting to alienate reliable market demographics.
There is now sizable (and growing) data showing that when companies attempt to alienate their fanbase and seek out what’s now being referred to as “phantom audiences” they do nothing but throw money right down the drain.
What Grace and Quartz are unaware of is that companies have already been attempting to placate audiences with a focus on diversity, and it’s failed each and every time.
Games like Sunset, which focused on a black female character, failed miserably on the market, causing the developers to proclaim their exit from game development, as reported by PCGamesN.
Arkane Studios and Bethesda attempted to court a “diverse” audience as well with Dishonored: Death of the Outsider, featuring a black, disabled, female cyborg, and the game did not sell well at all, which resulted in Bethesda putting the entire Dishonored franchise on ice.
Quartz attempted to use movies like Crazy Rich Asians and Black Panther as an example of Hollywood doing diversity right and being rewarded for it, writing…
“The long-awaited realization in Hollywood that minority-led movies can thrive, Grace says, should be something the gaming industry considers”
They have been realized and considered in the world of interactive entertainment, but the problem is that many times they don’t sell well because the games are aimed at being vehicles of propaganda instead of being designed to be fun, which is why games like Agents of Mayhem failed, despite hitting all of the checkboxes that Quartz rolled out.
However, it’s not actually about diversity, but about agitprop, social engineering, and making a quick buck on sociopolitical agitation. Near the end of the article we learn that Quartz promotes various groups that game companies can hire for consultation purposes in order to further push the SJW agenda, writing…
“There are myriad minority-led organizations that big gaming companies can consult to improve on diversity, [Jay-Ann] Lopez says, and to provide meaningful depictions of non-white characters. “Support the grassroots organizations to get that authenticity,” she says.”
Quartz also cites another typical talking point by many of these politically motivated activists pantomiming as unbiased journalists, stating that video games can be used for “educational” purposes.
We’ve typically seen that most games attempting to “educate” always come with a Leftist-slant, as admitted to by Ubisoft when they revealed that they changed historical information in Assassin’s Creed: Origins because they didn’t want to display “historical sexism”. They also admitted that they would be further abandoning historical relevance in games like Assassin’s Creed in order to further push their agenda.
Quartz cuts right to the chase by the end of the article, writing…
“It’s an opportunity for marketers to use this engagement to either promote their brand or their platform,” Grace says. More importantly, both gamers and developers can use gaming as a means to spread educational messages, about anything from culture to careers (Grace mentioned a company that consulted her about creating a game teaching people how to invest).”
We’ve been seeing companies use gaming recently as a medium to push their ideologies (quite heavily, I might add), as a means of “education”. This has not gone down well with the actual market, however, which is why there’s now a Get Woke, Go Broke master list.
The more companies continue to push for propaganda in their games, the more likely consumers will push back. Quartz is just another outlet in a long line of agenda-driven outlets attempting to goad the industry into a direction that the market is actively pushing back against.
However, could anything else be expected from an outlet still peddling the myth that #GamerGate was a harassment campaign, even though there was never any evidence that it was and plenty of evidence from the FBI and a peer reviewed report indicating that it was not a harassment campaign?
(Thanks for the news tip Ebicentre)