Pink Marketing and "Gaymers": Why Aren't There Gay Characters in Video Games?

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Gay gamers are a demographic group that moves at a different pace and in a dystopian world of video games.

Professional gamer plays a computer video game talking on headphones

In recent years, Pink Marketing has generated strategies for consumer users in the LGBTQ + community, through advertisements, sponsorships or the use of any other marketing element. Photo: Adobe Stock-Gorodenkoff

LatinAmerican Post | María Carolina Rivero

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Leer en español: Pink marketing y "gaymers": ¿Por qué no hay personajes gays en los videojuegos?

The video game industry has evolved constantly in recent years and has adapted to new trends, but not all. The 2020 Nielsen Games 360 Survey states that LGBTQ + gamers are an untapped demographic and have a tendency to go for simulation games on all platforms . However, the industry must continue to innovate in this line to benefit from the amplification of the efforts of this group.

Nielsen's company evaluated the audience data for simulation games in the United States and came in at a representation of 13%, with a revenue value of $ 1.5 billion . Additionally, LGBTQ + consumers are younger and may have a gaming system that is 54% versus 44% than the general US population. In addition, they spend more money on video games each month, between $ 10.40 to $ 13.14, amplifying their experience along the way , because they are more likely to have a specialized headset than the general population, it is ie 29% versus 19%.

On the other hand, COVID-19 has not deterred this group's desire for video games. September 2020 data from the Nielsen Scarborough Survey shows that LGBTQI + households are 25% more likely to own a game console than the general US population . And there is a 91% chance of planning to buy a new one in the next 12 months. Additionally, the latest Nielsen Total Audience report found that Americans spend 12 hours and 21 minutes, which is almost an hour longer than last year.


The gaymer: a disruptive phenomenon

Those who are passionate about video games have generated a disruptive movement in recent years, standing out as a gaymer movement that brings together the entire LGTBI + community. This reference has made an abrupt change, not only in technology with video games but also as an LGTBI + community, alluding to antisocial behavior, according to an article published in the Caracteres Magazine by Jorge González.

The words gay, lesbian, queer, among others, refer to the subversive or the disruptive, they provide different avant-garde points of view. In addition, it is linked to a concrete struggle of collectives, with the purpose of squandering the oppressive and exclusionary structure.

Read also: Luca: The New Disney and Pixar Movie, a Metaphor for Sexual Diversity?

The footprint that Pink Marketing generated on LGBTQ + consumers

In recent years, Pink Marketing has generated strategies for consumer users in the LGBTQ + community , through advertisements, sponsorships or the use of any other marketing element. The community has become increasingly demanding and they seek to acquire goods and services that are adapted to their needs.

An article published on the WNY Gay & Lesbian Yellow Pages portal by Bellanca, states that the purchasing power of the LGBTIQ + community in the United States grew by 3.7% in 2017, reaching a value of 917 billion dollars , with this estimated that can reach up to 1 trillion dollars.

The clear example of how they broke the stereotype that the only customers in the industry were young, white and straight males is the Sims video game. At first, the video game developer Maxis had opposed Will Wright in his intention to design the title (which "supposedly" was only for women) based on the fact that young women do not play video games, therefore, it was considered unattractive for young heterosexual males. Not for nothing, the franchise of these characters ranks first in the best-selling PC video game in history.