Category
Lifestyle
Assisted Choices
Trend cluster
Category
In-Game
Inclusion
In-game features, storylines and campaigns prioritize inclusive representation.
2.9
Trend score
Trend
What is the In-Game Inclusion trend?
In-Game Inclusion: In-game functions, stories and marketing campaigns are prioritizing inclusion for a range of demographics. Everything from real-time language translators to history based, anti-racist storylines are giving the industry some much-needed inclusion and representation.
Insight
The consumer insight behind the In-Game Inclusion trend
A range of industries have been put under the microscope by consumers, particularly in North America, who increasingly expect that brands offer accurate and adequate representation for them. The diversity of North America is often not well-represented, but underserved demographics are increasingly being heard in their calls for inclusion.
Trend themes
Themes within the In-Game Inclusion trend
Three behaviours holding the trend together01
Inclusive Representation in Gaming
Real-time language translators and history-based, anti-racist storylines are becoming more popular in video games, providing opportunities for inclusive representation.
02
AI in Gaming Industry
Live in-game AI translators and AI technology trained on gaming jargon are being used to improve communication among gamers from different countries.
03
Informative and Educational Video Games
Historically accurate games like Mafia III are addressing important social issues and promoting empathy in gamers, spurring important dialogue.
Industry implications
What the In-Game Inclusion trend means for industry
Where the trend changes the playbookFor
Video Game Industry
The video game industry is being called upon to address issues of inclusion, representation, and social justice to meet changing audience expectations.
For
Language Translation Industry
The language translation industry is developing AI solutions for real-time in-game translation that can be applied to other industries requiring cross-language communication.
For
Education Industry
The education industry can leverage informative video games to engage students and promote empathy and dialogue about important social issues.
Workshop question
How is your brand prioritizing accurate representation and inclusion?
Trend signals
Trend signals for In-Game Inclusion
Trend score 2.9 out of 10, from popularity 37%, activity 41%, freshness 10%.
Popularity37%
Activity41%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the In-Game Inclusion trend
4 featured examples from Aug 5, 2020 to Mar 22, 2021CategoryMarketing
Inclusive Gaming Razor Campaigns
Gillette Venus Debuts Skinclusive Summer Line on Animal Crossing
Brands can capitalize on the growing demand for inclusive beauty products and advocate for positive representation in the industry.
CategoryTech
Live In-Game AI translator
Acer Launched SigridWave, an In-Game Live AI Translator
Video game companies can integrate AI-based in-game communication tools to create a more inclusive gaming experience for international players.
CategoryTech
Informative Inclusive Video Games
Mafia III Tackles Historical Racism Through "Raw Interactions"
The video game industry continues to evolve and expand as consumers seek out innovative and socially conscious content
CategoryTech
Multi-Language Video Game Updates
BlueStacks Debuts a Real-Time, In-Game Translation Feature
Developers of video games can benefit from incorporating real-time in-game translator features and designing cross-cultural interfaces to cater to a wider, diverse and global audi…
