* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Saturday, September 27, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    Cardi B Adds More Dates to Little Miss Drama Tour: ‘Y’all Making Me Work’ – Yahoo

    Cardi B Extends Little Miss Drama Tour: “Y’all Making Me Work

    ‘Today’: Sheinelle Jones Thanks Katie Couric for Support After Husband’s Death – CBS 19 News

    Sheinelle Jones Expresses Heartfelt Thanks to Katie Couric for Support After Husband’s Passing

    Sate your hunger at DBA’s Taste of Downtown – Bakersfield.com

    Indulge Your Cravings at DBA’s Taste of Downtown!

    Caesars Entertainment (CZR): Assessing Valuation After Times Square Casino Setback and Mounting Investor Concerns – simplywall.st

    Caesars Entertainment Faces Times Square Casino Hurdles as Investor Concerns Mount

    Why Hilaria Baldwin Has Found the ‘DWTS’ Process ‘Embarrassing’ At Times – WFXG

    Hilaria Baldwin Opens Up About the Embarrassing Moments on Her ‘DWTS’ Journey

    Harvest Fest 2025 – yadkinripple.com

    Celebrate the Bounty: Harvest Fest 2025 is Coming!

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Aurora police hope to add facial recognition technology to crime-fighting tools – CBS News

    Aurora Police Aim to Boost Crime-Fighting with New Facial Recognition Technology

    Autonomous Solutions shows off cutting-edge technology for the public – Cache Valley Daily

    Autonomous Solutions Unveils Cutting-Edge Technology for the Public

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    What are we really gaining from technology? – Fast Company

    What Are We Really Gaining from Technology?

    TOMI Environmental Solutions, Inc. Expands SteraMist iHP Technology Services in Healthcare Sector with New Provider Partnership – Quiver Quantitative

    TOMI Environmental Solutions Accelerates SteraMist iHP Technology Expansion in Healthcare with New Provider Partnership

    Indiana County Technology Center’s Joint Operating Committee looks to the future as program plans began to take shape – Indiana Gazette Online

    Indiana County Technology Center’s Joint Operating Committee Charts an Exciting Path Forward as New Program Plans Take Shape

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    Cardi B Adds More Dates to Little Miss Drama Tour: ‘Y’all Making Me Work’ – Yahoo

    Cardi B Extends Little Miss Drama Tour: “Y’all Making Me Work

    ‘Today’: Sheinelle Jones Thanks Katie Couric for Support After Husband’s Death – CBS 19 News

    Sheinelle Jones Expresses Heartfelt Thanks to Katie Couric for Support After Husband’s Passing

    Sate your hunger at DBA’s Taste of Downtown – Bakersfield.com

    Indulge Your Cravings at DBA’s Taste of Downtown!

    Caesars Entertainment (CZR): Assessing Valuation After Times Square Casino Setback and Mounting Investor Concerns – simplywall.st

    Caesars Entertainment Faces Times Square Casino Hurdles as Investor Concerns Mount

    Why Hilaria Baldwin Has Found the ‘DWTS’ Process ‘Embarrassing’ At Times – WFXG

    Hilaria Baldwin Opens Up About the Embarrassing Moments on Her ‘DWTS’ Journey

    Harvest Fest 2025 – yadkinripple.com

    Celebrate the Bounty: Harvest Fest 2025 is Coming!

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Aurora police hope to add facial recognition technology to crime-fighting tools – CBS News

    Aurora Police Aim to Boost Crime-Fighting with New Facial Recognition Technology

    Autonomous Solutions shows off cutting-edge technology for the public – Cache Valley Daily

    Autonomous Solutions Unveils Cutting-Edge Technology for the Public

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    What are we really gaining from technology? – Fast Company

    What Are We Really Gaining from Technology?

    TOMI Environmental Solutions, Inc. Expands SteraMist iHP Technology Services in Healthcare Sector with New Provider Partnership – Quiver Quantitative

    TOMI Environmental Solutions Accelerates SteraMist iHP Technology Expansion in Healthcare with New Provider Partnership

    Indiana County Technology Center’s Joint Operating Committee looks to the future as program plans began to take shape – Indiana Gazette Online

    Indiana County Technology Center’s Joint Operating Committee Charts an Exciting Path Forward as New Program Plans Take Shape

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home Technology

How brands hope to reach gamers using thoughtful messaging during Pride Month — without pandering

June 24, 2023
in Technology
How brands hope to reach gamers using thoughtful messaging during Pride Month — without pandering
Share on FacebookShare on Twitter

With Pride Month in full swing, brands are seizing on opportunities to reach gamers via thoughtful messaging that resonates with marginalized groups. But marketers still need to tread lightly if they want to reach gamers outside the straight-white-male mold without coming across as pandering or inauthentic in the cultural and political landscape of 2023.

In North America, brands have chased the “pink dollar” for decades, recognizing the significant and growing buying power of the LGBTQ+ community. But longstanding misconceptions about the gaming community’s lack of diversity have historically led brands to focus much of these efforts in other areas. By now, though, the gaming population has grown to a diverse audience of over 3 billion, and gaming companies such as Microsoft and Riot Games have recognized this in 2023 by rolling out a multitude of Pride-themed ad campaigns.

Gamers are a diverse group that is willing to engage with brands — 10 percent of gamers are LGBTQ+, according to a 2020 Nielsen study — but brands’ diversity messaging can often fall flat, with Pride activations coming across as more of a cash grab than a genuine effort to improve the lives of LGBTQ+ gamers.

“It’s great that there’s a DEI lens being applied — but I definitely think that there is absolutely pandering, and marketing efforts that last one month of the year, especially in North America,” said Justin Moore, a Twitch ambassador and co-founder of Rainbow Arcade, an LGBTQ+ streaming community.

Brands’ use of marketing to support marginalized individuals is a particular flashpoint this year, as conservative backlash to DEI-themed brand activations such as Bud Light’s partnership with trans influencer Dylan Mulvaney have led some companies to pull back on their Pride marketing in 2023.

Diverse gamers should actually benefit

For LGBTQ+ gamers, simply slapping a rainbow logo onto a social post or changing a brand’s Twitter profile picture to a Pride-themed variant no longer cuts it. Nowadays, just about every brand recognizes its LGBTQ+ customers in this way — now, they need to prove that they can bring tangible change to gamers’ lives. 

Verta Maloney, the co-founder and chief innovation officer of the gameHERS awards, called out Benefit Cosmetics’ running of all-female esports tournaments as one example of a notable and beneficial brand activation in this space.

“They’ve just been pretty thoughtful about how they’ve chosen to enter the space, just trying to understand which games they think their core audience might be into,” Maloney said.

It can’t just be one month of the year

When brands spin up a suite of campaigns or brand activations pegged to the diversity flavor of the month, only to drop it after 30 days — whether the theme is Pride, Black History or another alternative — gamers take note. Sega’s fundraiser with Kaleidoscope Trust, for one example, ends on June 30.

Ongoing partnerships like the recently signed relationship between Xbox and GLAAD generate more goodwill than one-off activations.

“Every little bit is great, but we also can’t become complacent,” Moore said. “The mark is really, are these brands activating for Pride Month — because I think that’s expected now, more than anything else — or do they walk the walk and talk the talk year-round, and do I see myself represented in a way that I think is authentic to the community that means so much to me?”

DEI and creative departments must work in tandem

Marketing activations geared toward specific marginalized demographics can be a challenge because they fall under the umbrella of two disparate groups among gaming-minded advertisers: diversity and equity teams, whose job is to ensure that content plays well to minority audiences, and creative teams, whose job is to make something that looks cool and resonates with gamers. Often, it’s the latter that has the final say over all activations — but some observers believe this order should be flipped when it comes to Pride Month and other diversity-based campaigns.

“When marketers or creative teams are executing campaigns, they usually are focused on the ‘cool factor’ of their idea, and they have the final say,” said Alyssa Sweetman, former head of social impact at Twitch. “The role of a DEI expert isn’t to check that there is one of every background represented in a photo or campaign. DEI experts are there to help ensure things land the way they’re intended, because intention is invisible, but impact is reality.”

https://digiday.com/?p=508551

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : DigiDay – https://digiday.com/marketing/how-brands-hope-to-reach-gamers-using-thoughtful-messaging-during-pride-month-without-pandering/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss

Tags: brand'sgamerstechnology
Previous Post

Cannes unveils clues to next steps for Apple’s ad ambitions

Next Post

With a €40 million GDPR fine against Criteo, French regulators target the Parisian giant over its data practices

City Parks Initiative Launches Ecological Tracker for Bond Projects – Citizen Portal AI

Revolutionary Ecological Tracker Unveiled to Transform Monitoring of City Parks Bond Projects

September 27, 2025
Award-winning science writer leads student discussions at Eckerd – theonlinecurrent.com

Award-Winning Science Writer Inspires Student Discussions at Eckerd College

September 27, 2025
Human Head Transplants: Where the Science Stands, and Why the Ethics Are So Complicated – Discover Magazine

Human Head Transplants: The Science Behind the Procedure and the Complex Ethical Debate

September 27, 2025
New lifestyle brand TENŌRE set to open flagship store in Waikīkī – KITV

New lifestyle brand TENŌRE set to open flagship store in Waikīkī – KITV

September 27, 2025
Aurora police hope to add facial recognition technology to crime-fighting tools – CBS News

Aurora Police Aim to Boost Crime-Fighting with New Facial Recognition Technology

September 27, 2025
Hawaii women’s volleyball team prepares to get creative for Big West play – Spectrum News NY1

Hawaii women’s volleyball team prepares to get creative for Big West play – Spectrum News NY1

September 27, 2025
Hypertension – World Health Organization (WHO)

Hypertension – World Health Organization (WHO)

September 26, 2025
In Kansas City, Secretary Rollins Speaks on State of Farm Economy, Announces Suite of Actions to Support American Farmers – USDA (.gov)

Secretary Rollins Launches Bold New Initiatives to Boost Kansas City’s Farm Economy and Empower American Farmers

September 26, 2025
Cardi B Adds More Dates to Little Miss Drama Tour: ‘Y’all Making Me Work’ – Yahoo

Cardi B Extends Little Miss Drama Tour: “Y’all Making Me Work

September 26, 2025
Vandalia Health Mon Stonewall Jackson Memorial Hospital to host blood drive Sept. 29 – Mon Health

Vandalia Health Mon Stonewall Jackson Memorial Hospital to Host Life-Saving Blood Drive on September 29

September 26, 2025

Categories

Archives

September 2025
M T W T F S S
1234567
891011121314
15161718192021
22232425262728
2930  
« Aug    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (839)
  • Economy (859)
  • Entertainment (21,734)
  • General (17,265)
  • Health (9,902)
  • Lifestyle (872)
  • News (22,149)
  • People (861)
  • Politics (869)
  • Science (16,069)
  • Sports (21,359)
  • Technology (15,842)
  • World (842)

Recent News

City Parks Initiative Launches Ecological Tracker for Bond Projects – Citizen Portal AI

Revolutionary Ecological Tracker Unveiled to Transform Monitoring of City Parks Bond Projects

September 27, 2025
Award-winning science writer leads student discussions at Eckerd – theonlinecurrent.com

Award-Winning Science Writer Inspires Student Discussions at Eckerd College

September 27, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version