The campaign is designed to challenge the stereotype of the word “gamer” while showcasing diversity and inclusion within the gaming community.

Ahead of the 2025 launch in April, we’re preparing to kick off the campaign with the photoshoot and are inviting players and makers from various roles within the gaming industry and culture to take part, from developers to casual players, professional gamers to enthusiasts.

We believe in celebrating diversity and inclusivity, which is why we’re looking for a wide range of people. All genders, ethnicities, sexualities, abilities, experiences, and more, are welcome and encouraged to participate and be one of the 40 we showcase this year.

So if you feel there should be more of YOU represented in games, get involved! The photoshoot will involve a close, intimate shot of you in our campaign T-shirt, holding a gaming controller. The controller can be yours (especially if personalised in any way), or we can provide one for you. The focus will be on your face, hands, and chest area, celebrating you as an individual and your identity as a gamer.

If you’re interested in participating and helping us redefine what it means to be a gamer, please click the button below to register your interest. Please note that photoshoot days are still to be confirmed but we are planning for a photoshoot day in London (mid-March) and the north of England (end of February). We look forward to potentially working with you on this exciting campaign!