A former software engineer turned creative entrepreneur. Nigel is the co-founder of mayamada, the UK manga brand that reaches across comics, gaming and youth engagement.

Name and role: Nigel Twumasi, mayamada co-founder.

Why does this campaign matter: Working with young people across schools and youth hub has shown me that the video games industry is a lot better at selling games to a diverse young audience than it is at welcoming that audience to be part of making games. This needs to change, and it needs to change on both sides of the equation. This campaign matters because while gaming is a massive growth industry with a ton of roles to build a career on, not enough young people from underrepresented backgrounds are aware of, or made to feel welcome when it comes to being part of shaping that growth.

What change do you want to see: I want to see the games industry genuinely change the way it nurtures a searches for future talent. Speaking broadly, much of the way video games companies conducts its recruitment leads to a very similar type of background and experience breaking through…eventually that will lead to very similar games being made and a reduction in quality for all.

But it’s not just the industry that needs to change. The perception of games across society and among some communities is so negative that the adults charged with supporting future generation of potential talent don’t see entering a £7 billon (UK Market) industry as a viable career option. I want careers in video games to be normalised rather than some kind of exception.

Tell us about a recent thought provoking game experience: Playing through Life is Strange has given me so many moments to pause for thought. Without getting into spoilers, there is a key part of the game where your conversation with another central character will have a dramatic impact on their life for better or worse. In my playthrough I thought the conversation was going well, but it took a sudden turn and ended for the worst. It was a sad in game moment, and really reminded me that you don’t always know what is going on in another person’s mind – and you can’t control their actions either.

Tazziii brings personality and experience along with a strong desire to challenge stigmas in video games.

Name and role: Tanya “Tazziii” Ellen, Creative Director.

Why does this campaign matter: It’s so important for those who have thought about starting a career in games to know there is a space for them. There are an abundance of roles and regardless of what you look like, who you love, where your from you can fill one of those roles. The campaign helps shed light on just handful of amazing people already in those some of those roles.

What change do you want to see: I want to see more people looking to get in to careers in gaming being supported as the people around them have a better understanding about the options. Those around them will know working in gaming is a viable career. A career in games goes beyond the broad spectrum involved in games development. I think people need to understand that video games have such a large spectrum, they can be an individuals art form to a large business. A large tech company is not spending nearly $70 Billion if there is no profit involved.

Tell us about a recent thought provoking game experience: I started playing Psychonauts 2 for out for Studio 77’s Story Club and I’m blown away by the topics it touches on about your mental state in such a funny and enjoyable way. It looks like a silly Childs game but it gives a visual explanation of CRT.

Handling event co-ordination, working behind the scenes to ensure GamePad events run as smoothly as possible.

Name and role: Gina Polydorou, Operations & Admin.

Why does this campaign matter: In this day especially inclusion is such an important part of everyday life and it is something that should definitely be more prominent in gaming, both in the industry and as a gamer. Too many people are told they shouldn’t be part of the community because they don’t fit the typical stereotype of what a gamer is and this has to change; there is no blueprint or requirement to do something you love.

What change do you want to see: I want to see more people from all backgrounds being proud to call themselves gamers and to see more people entering the industry without having to worry that they aren’t fit for their dream roles.

Tell us about a recent thought provoking game experience: I started playing the app game ‘Cookie Run Kingdom’ recently. Their whole cast of characters have a huge multitude of skin colours, hairstyles, genders and more, it’s very refreshing to see but just made me think: if an app game about cookies can do it, why can’t all games do it too?

Over a decade of experience operating gaming events, conventions plus GamePad livestreams and live events.

Name and role: Benjamin Porteous-Heath, Lead Event Technician.

Why does this campaign matter: It removes the stigma of what gamer looks like. As someone who has been a gamer since I’ve been small, I’ve heard it all on what it looks like to be a gamer but now it’s something I want to show to the world. It’s so important for the industry to see this as well.

What change do you want to see: The image of people gaming in general. Due to some really bad actors the image of gaming has taken a massive hit in the past 10 years as the community struggled with the widening reach of gaming as it became mainstream. I want the image to both improve and help push for change in the community to accept that it’s bigger and has a wider diversity amongst it’s player base.

Tell us about a recent thought provoking game experience: I was doing a retrospect on the Final Fantasy VII storyline before the remake was coming out and look around at the portrayal of Barret as a typical stereotype image of Mr T but the amount of character development goes on midgame really steps out at you, not only because of the topic of parenting is seen in such a bad light in the black community by everyone else. It was such an amazing bait and switch and role reversal. It’s more fascinating that it came from a Japanese developer in the year the game came out. It’s so surreal.