Gaming for Everyone - To promote equality in the world of gaming, Xbox has launched a global initiative, creating a limited-edition controller with the B key replaced by an "equal" sign to symbolize gender equality in the gaming community. This operation is part of the Women's History Month initiative launched by the United States in 1987, and has been deployed in collaboration with the Serviceplan group in 23 countries on four continents.


Hamburg, April 21, 2021 - In the gaming world, women have long since made their mark. Not only in terms of numbers, since the gaming community is made up of as many men as women, but also in the rankings, with remarkable performances in e-sports, for example. Finally, many women hold key positions in the gaming industry. Yet misogyny, gender stereotypes, discrimination, bullying and sexist insults continue to reign in this sector. To put an end to this injustice, Xbox, in collaboration with the Serviceplan group, has decided to give visibility to the cause of women in the gaming world and contribute to greater equality between gamers.


Maxi Gräff, communications and marketing manager at Xbox DACH, explains: "Gaming is for everyone, and at Xbox we want all gamers to find their place in the community and be treated with the same respect. Gaming for Everyone is a concrete expression of our support for women. To get this message across, we've designed and sent a brand-new controller to a number of influential women in the gaming world.


Indeed, to give this message of equality a global reach, this controller, whose B button has been replaced by an "equal" sign, was sent to a selection of the world's biggest gaming influencers, in 23 countries and on 4 continents. A special feature of this controller is that by pressing the = button, it is possible to listen to inspiring messages from nine leading women in the gaming industry: Bonnie Ross, CVP, founder and director of 343 Industries; Cantika, one of Southeast Asia's most popular Hijab streamers with 2.7 million subscribers; Helen Chiang, Minecraft CVP, Mojang Studios; Sarah Bond, Gaming Ecosystem CVP, Microsoft; and Jennifer Lufau, founder of Afrogameuses, a French community advocating diversity and inclusion in Gaming.


Added to this are recordings of female Xbox employees around the world uttering "Gaming For Everyone" in their mother tongue. Their messages encourage female gamers on their journey, welcoming them into the community, motivating and empowering them.


The campaign is accompanied by illustrations by internationally renowned designers such as Alina Bohoru, Fernando Nunes, Matt Taylor, Muti, Nils Baumann, Sam Rodriguez, Thomas Ardelt, Tudor Cucu und Vals. Four of these illustrations appear on the packaging of this limited-edition controller, which itself carries the message. The others are the subject of posters and wallpapers integrated into the Xbox system and made available to millions of Xbox owners. Finally, these illustrations are at the heart of the social networking campaign visible on Instagram (@xbox) and Twitter (@Xbox), accompanied by the hashtags #GamingForEveryone and #WomenInGaming.


The "Gaming for Everyone" operation was developed in a fully integrated way within the Serviceplan group, and implemented internationally. It demonstrates the power of the Übercreativity approach developed within the Serviceplan Group, which consists of bringing together talents, experts, cultures, media and technologies to give birth to a great idea and make it a reality.


Serviceplan Campaign Hamburg and the Serviceplan Group Creative Board developed the strategy, creation and design for this operation. Serviceplan Campaign Munich oversaw the design and packaging. The media component was orchestrated by Saint Elmo Hamburg under the overall supervision of the Serviceplan teams.


Maximilian Schöngen, Global Creative Strategist, Serviceplan Group Creative Board: "We'd like to thank Xbox for trusting us with this global campaign. Where better to place a message against discrimination in gaming than on the controller itself?".


Diane Schulz, Business Director Global Key Account Management, Serviceplan Group adds: "The 'Women in Gaming' initiative has not only given us the chance to use our creative power for a very important cause, the project has also given us an excellent opportunity to show what we are capable of in terms of supporting customers and projects worldwide. We're very proud of our collaboration with the Microsoft team and its international impact."