“There is often a stigma around games which is bizarre as they’re for everyone to enjoy, so it’s
important we showcase all career paths available.” - Tazziii, mayamada
“Don't be afraid to dream big. One way or another you'll get there.” - Anisa Sanusi, Roll7.
The Journey
It’s been a long road to get to the starting line of what we hope to be a industry-changing campaign. The idea for the “Do I Look Like A Gamer Campaign”
But the hard work has paid off!…in 2020 we joined Ukie’s #RaiseTheGame pledge and created an online GamePad experience that has allowed us to bring awareness of the diversity of roles and people that exist in gaming today.
And once it was safe to do so, we resurrected plans for the campaign that had been in limbo for so long. With renewed excitement and deeper connections, we were able to bring together another group of 40 individuals and industry partners to show case the changing face of video games today and in future.
Why 40?
Space Invaders is considered one of the most influential video games of all time. It helped expand the video game industry from a novelty to a global industry, ushering in the golden age of arcade video games.
The 1980 Atari 2600 version quadrupled sales of the console, becoming the first killer app for video game consoles. The pixelated enemy alien became a pop culture icon, often representing video games as a whole.
In 2020 we decided to gather 40 people for the campaign to represent 40 years since the release of gaming’s first killer app, marking the changing face of the people who play and make games then to now. This is also the reason for the use of the joystick imagery in the campaign t-shirt design.
The campaign may have been delayed by two years, but the same ethos runs through it today and beyond.
“Learn to code as early as possible and take networking seriously.” - Max St Hill, Orthors.
Campaign Aims
In addition to showcasing our 40 players and makers, we’re focused on delivering real change for young people looking to break into industries like video games.
Our ethos comes from our experience working with young people from underserved communities in our comic story and video game workshops delivered across the country.
The photo campaign is just the start. We aim to deliver three key events over the course of the campaign: Our Video Game Careers Roundtable, Family Games Design Jam, and Ice Cream Networking events.
We want to provide 24 work experience roles for young people in 2022 through mayamada and additional opportunities through our campaign partners.
From there…who know what’s next!
Changing the Narrative
It’s time for change. We want to change the narrative around video games, smashing the negative stereotype of gaming as a trivial hobby and ensuring young people from underrepresented backgrounds have the same great opportunities to take part in the future of one the the world’s biggest creative entertainment and technology industries.
“Don't be afraid to pursue a career in games. There are incredibly kind people in the industry...” - Rosa Carbo-Mascarell, Mochi.
This campaign was started with the participation of 40 amazing video game players and makers…but there is plenty of room for more! Find out how you can get involved whether you are an individual or organisation excited to engage with the future of the industry.
