The Unmet Market & Marketing Opportunity of LGBT Gamers: Forge Connections Through Inclusion
The GLAAD Gaming Report paints a clear picture: a growing percentage of the gaming community identifies as LGBT, yet they rarely encounter meaningful representation within the games they love. This discrepancy doesn’t just pose a social justice issue; it represents a missed opportunity for marketers across consumer product industries and those targeting application adoption within the gaming sphere.
In light of the recent GLAAD Gaming Report, it’s crucial to reflect on the findings of last year’s UCLA Williams Institute’s report, which revealed that nearly 6% of adults in the U.S. identify as LGBT, amounting to roughly 15 million people. This data underscores the significant and ever-present economic influence of the LGBTQ+ community.
A recent LinkedIn article, “The Evergreen Opportunity: Tapping into the LGBTQIA+ Community’s Year Round Economic Influence,” dives deeper into the Williams Institute findings and explores how marketers can leverage this valuable insight for growth and impact. Drawing from my experience with Qweerty Gamers, from leading as Board President to my current advisory role, I’ve seen the intersection of video games and the drive for a more inclusive media world up close.
This journey has solidified my belief in the power of inclusive and multicultural marketing — not just as a moral imperative but as a strategic advantage. As the push for diversity and inclusion continues in every sector as a business growth tool, understanding and embracing the unique perspectives and economic contributions of the LGBTQ+ community is key.
Missed Representation = Missed Marketing
LGBTQ+ characters and narratives remain a rarity in mainstream gaming. However, surveys consistently show a strong appetite for more inclusive content across the entire gaming community. It’s a business case waiting to be made — games, apps, and products that understand and cater to the diversity of players stand to win market share and establish loyal audiences.
“Less than 2% of major gaming titles feature LGBTQ content…the demand for inclusivity is there, untapped and waiting.”
Why it Matters: It’s More than Just Characters
Gaming provides vital outlets for LGBTQ+ individuals. In their virtual world, they seek not only engaging gameplay but also safe environments for personal expression and building supportive communities. Smart marketers recognize this dynamic and prioritize creating such havens — it translates into strong brand affinity and a powerful sense of belonging.
Actionable Insights from the Report
How, then, can marketers utilize the report’s findings to improve their success?
- Authenticity Above All Else: If LGBTQ+ portrayal feels tokenized or relies on tired stereotypes, you’ll do more harm than good. Invest in meaningful representation with input from the community itself.
- Community is Key: Sponsor LGBTQ+ tournaments, partner with relevant Twitch streamers, and foster inclusive player groups tied to your game or product. These collaborations will yield deep insights for improving user experience.
- Zero Tolerance for Hate: Take decisive action against online toxicity and harassment within your game’s ecosystem. LGBT gamers have the right to play free of harassment, and building a reputation as a safe space will draw a devoted audience.
- Language Evolution: Stay up-to-date on appropriate and evolving terminology around gender and sexual identity. A brand seen as outdated risks alienating a significant user base.
The Case for Change: Beyond Social Good
While crafting inclusive games and gaming-adjacent products aligns with positive social progress, the financial benefits can’t be ignored. Inclusive marketing expands an audience and cultivates deeper engagement, leading to increased sales and application stickiness. It’s not simply the right thing to do; it’s a wise investment.
Additional Considerations
- Power of Partnership: Collaborate with NGOs like GLAAD or even better, smaller, player-focused LGBTQ+ gaming groups like Qweerty Gamers for guidance and to understand evolving trends within the community.
- Beyond Play: Are there consumer products you create that would specifically resonate with LGBT gamers? Tailor your messaging and consider niche marketing that highlights how your product enhances their gaming life.
The gaming world is undergoing a transformation. Those who ignore the voices and needs of LGBT gamers will fall behind. Embrace inclusivity, welcome players of all identities, and watch your brand grow stronger with a devoted, diverse following.
For those interested in learning more and supporting an organization making significant strides in the realm of queer impact within the gaming industry, consider looking into Qweerty Gamers. This organization is dedicated to empowering LGBTQ+ game developers, creatives, and streamers, and collaborates closely with gaming businesses to enhance their LGBTQ+ focused Diversity, Equity, Inclusion, and Belonging (DEI-B) initiatives. Qweerty Gamers is at the forefront of championing a more inclusive gaming world, and your support can contribute to this vital effort.
