The gaming industry stands out not only for its remarkable growth but also for its ability to reflect, shape and embody social norms and expectations. The sector is far from a monolith; it is an immensely dynamic space, home to myriad influences, most of which are context specific – dependent, in other words, on the local market or country in question.
Regardless of the location, however, there are certain norms that appear to be taking root across the industry. These tend to be driven predominantly by two of the sector’s core demographics: millennials and Gen Zers. These norms inform the conduct of gamers as well as the strategic direction, make-up and vision of the sector. An increasing focus on diversity is core to this evolving conversation.
This should come as no surprise. Millennials and Gen Zers are, predominantly, deeply invested in diversity and inclusion. As a social cause, it has risen to become one of the foremost priorities. This is corroborated in recent surveys which find that millennials and Gen Zers are likely to favour organisations and industries that champion and embrace diversity, and eschew those that do not.
To the majority of millennials and Gen Zers, diversity is not seen as a ‘nice-to-have’ but as a moral obligation. Organisations that grasp this and align themselves with these values are more likely to win over members of both generations. In so doing, they should also be prepared to demonstrate their commitment in a way that goes beyond mere rhetoric.
The gaming industry has made great strides in this respect. This is, first and foremost, aided by the nature of gaming, which enables a drastic type of meritocracy. Regardless of their background and circumstances, players across the board can access similar opportunities to develop their craft and excel in their game of choice.
Whether they succeed or how far they get is largely down to raw talent and determination. Unlike other sectors – where extraneous factors influence people’s outcomes and trajectories – gaming mostly comes down to performance. Success is therefore measurable, and can be awarded without bias or favour.
These are precisely the conditions under which diversity thrives. When people feel that they can have a fair shot at success and receive recognition for their efforts, they are much more likely to try to become involved.
What can also make a great deal of difference are positive role-models: people that have attained success and demonstrate that it is possible for others as well, provided they are endowed with the requisite amount of talent and determination. Role-models therefore perform a very strong signalling function, and are essential in encouraging and broadening the participation and appeal of gaming to more demographics.
This is especially true of female gamers. They have been encouraging more women and girls to try out gaming – traditionally viewed as more of a male pastime – and many have distinguished themselves, established careers and built large followings. Businesses in the sector are also taking heed, designing games that cater more explicitly to a female demographic, and welcoming conversations about what this means for the sector. An inclusive and diverse industry will be a stronger industry, one that grows alongside society’s norms and values.
Here at 1xBet we champion the dynamism that the gaming sector embodies. We design an eclectic suite of games and betting experiences and deliver them to the highest standards of quality across a number of different countries and jurisdictions.
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