The newly formed Gaming and Gambling Alliance (GGA) unites major entities such as real-money operators Entain and DraftKings, Meta (the parent company of Facebook), and mobile game developers 89Trillion and Habby, all in pursuit of a more equitable and sustainable gaming industry. To kickstart this initiative, the alliance has released a white paper titled "Responsible Gaming is Everyone’s Business," which urges gaming companies to adopt best practices regarding diversity, transparency, and player protection. The document stresses the importance of enhancing diversity, creating relatable games, and implementing sustainable play controls.
This initiative emerges during a time of significant growth for the gaming sector. The white paper cites third-party data estimating that there were around 2.9 billion players globally by the end of the previous year, with industry revenues projected to exceed $200 billion (£148 billion/€175 billion) by 2023.
The gaming demographic is evolving, with the white paper noting, "It seems everybody, young and old, is engaged in play, from educational to social gaming and beyond." The industry has already established effective responsible gaming measures including parental controls, self-regulation tools, and improvements in transparency and employee wellbeing.
Yet, as the white paper indicates, more work lies ahead. Players need to be adequately represented and supported. Citing Newzoo’s Gamer Sentiment Study on Diversity and Inclusion, the paper reveals that 47% of UK players view diversity as essential, while 41% would avoid games they find uninclusive. To broaden game accessibility, initiatives like Meta’s Black Gaming Creator Programme aim to integrate diverse developers and perspectives into the industry.
A particular focus is necessary on enhancing accessibility for disabled and older gamers, especially as the population of players aged 60 and above continues to rise, often accompanied by decreased motor skills, visual, or hearing capabilities. Addressing diversity in gaming also extends to representation of women and LGBTQ+ individuals. A 2020 study from the Interactive Software Federation of Europe (ISFE) shows that 45% of European gamers are female, yet a Buzz Bingo study mentions that only 12% of next-generation video games feature a female protagonist.
The white paper emphasizes the potential for making impactful connections with women in gaming through initiatives that prioritize female characters and increase the hiring of female talent.
However, the issue of diversity must also extend to game developers; the 2020 UK Games Industry Census revealed that 70% of the workforce in that sector were male, with female representation at 28% and 2% non-binary. In the US, Black professionals account for just 2% of the gaming workforce, despite comprising 13% of the overall population.
The white paper further calls for enhanced support for gaming employees via training and wellbeing initiatives. It highlights programs like DraftKings’ mandatory responsible gambling training for new hires and Entain’s Well-Me wellbeing initiative as examples of leading the way in employee support.
Additionally, it addresses the necessity of mitigating the risk of excessive or irresponsible gaming consumption through clear guidance and parental controls. "As an industry we should all make sure that safer gaming is an integral part of our business," says Sophie Platt, head of safer gambling and external affairs at Entain. "The safety of customers is core to sustainability and, by sharing best practices, we can raise standards to facilitate this cultural change throughout the broader industry."
Companies are urged to maintain transparency about the data they gather and provide straightforward reporting mechanisms for hate speech and harassment.
Ultimately, the white paper serves as a foundational step toward establishing consistent standards for the gaming industry. "If every company committed to following best practices, users would feel safer when playing games," states Han Qui, a partner at founding GGA member 89Trillion. "When users feel safe, they interact more and share gaming experiences with their friends. It benefits the whole industry. This is how we can all learn from each other and provide a positive, safe environment for our users."
