Monday, May 10th 2021

Intel Study: Diversity and Inclusion in Gaming

In collaboration with Newzoo, Intel today released a report titled "Diversity and Inclusion in Gaming." This research identifies industry gaps and key insights in an effort to help make gaming more accessible and inclusive. "To strengthen diversity and inclusion across the gaming space, the industry needs to listen and act on the needs of its diverse gaming audience, as well as make hardware and software more affordable and accessible. As part of Intel's desire to better understand its global customer base, Intel is taking key learnings from this report and shaping current internal and external programs to better serve gamers from all backgrounds and walks of life," said Marcus Kennedy, general manager of Intel's Gaming and Esports Segment.

Newzoo, a leading provider of games and esports analytics, independently conducted a survey of 1,824 individuals in the United States between the ages of 10 and 65 who self-identified as gamers. The survey reveals that the gaming market lags behind in diverse representation, both in the player base and in the games themselves. Women, people of color, the LGBTQIA+ community and those with disabilities are often overlooked.
Key insights from the study include:
  • Diversity and inclusion in games matter to a diverse audience. Forty-seven percent of gamers don't play games they feel are not made for them. This represents a massive—and missed—opportunity for publishers and developers to meet those needs. Video games with more diverse characters appeal to a broader group of gamers and tend to increase a gaming genre's or franchise's popularity across a wider audience.
  • Accessibility and affordability will be key to strengthening diversity and inclusion in gaming. While accessibility options in gaming are getting better, there is still room for improvement. One of the opportunities for hardware and software producers is catering more to people in lower socioeconomic categories who are excluded from premium-priced products. The importance of accessibility becomes clearer when looking at the popularity of game library subscriptions, which are especially popular among people of color.
  • Gamers want companies to take a stance. According to the survey, over half of gamers feel brands should take an active stance on societal issues, irrespective of the respondent's race, gender identity or sexual orientation, or whether the respondent has a disability. Sitting on the fence for certain issues may seem like the safer option for companies but taking an active stance may lead to increased engagement and revenue among the diverse gaming audience.
By 2022, there will be around 2.7 billion gamers in the world, and Intel is constantly looking at how to best serve this vast and diverse gaming community. Intel believes sharing these important insights can result in better products industrywide and inform efforts to elevate gamers in underrepresented communities.

Read the full report on the Newzoo website.
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191 Comments on Intel Study: Diversity and Inclusion in Gaming

#1
Legacy-ZA
Why do their prices not reflect their words? :roll:
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#2
ExcuseMeWtf
Typical corporate woke posturing that won't amount to anything of note besides a few news like that.
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#3
Razrback16
ExcuseMeWtf
Typical corporate woke posturing that won't amount to anything of note besides a few news like that.
Yep.
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#4
medi01
So, instead of doing chips, Intel is doing social justice bazinga.
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#5
FreedomEclipse
~Technological Technocrat~
But the bottom line here is -- its not their problem. They dont make games so they shouldnt care if its aliens on the moon or Klingons from Cardassia that need representation.

They should focus on making better products that compete against their rivals on the market. Hey intel, Why not focus your efforts on 7nm or a GPu that competes with the likes of AMD & Nvidia rather than this political posturing for digital high fives? --- The blue checkmarks on twitter aint gonna buy your products anyway. They probably dont even know that you exist unless your name is 'Apple'

Get back in the salt mines.

I mean what are they going to do?? start banning the sale of CPUs to people who dont fall within the categories they choose to support??
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#6
hardcore_gamer
"over half of gamers feel brands should take an active stance on societal issues."

This study seems like a waste of money. I am not sure who these "gamers" are, but I doubt consumers like being pandered to, especially from entertainment (movies, tv shows, games, etc).
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#7
1d10t
After losses so many, single and multi threads, gaming crown and efficiency, what are they going try to sell now? Availability? PR and marketing job at Intel turned out to be tougher than their engineering department.
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#8
ZoneDymo
I dont really understand what is there to study....it seems all pretty self evident to me....
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#9
medi01
ZoneDymo
I dont really understand what is there to study....it seems all pretty self evident to me....
So they have hired people skilled at "diversity and stuff".
And those people did some nonsense, in the name of diversity.

Do you think anyone in their right minds at Intel would dare criticize folks who have power to label anyone disagreeing with them?
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#10
dalekdukesboy
Yeah, this will REALLY help you outcompete AMD!!!!!!!
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#11
BSim500
"According to the survey, over half of gamers feel brands should take an active stance on societal issues"
^ And that's exactly why a lot of modern games are sh*t. Whilst some of the societal issues may well be real, many people play games to enjoy a healthy break from politics, not demand every game be an echo chamber of the dumb side of Facebook / Youtube comments section / the TV news every single night for the sake of social media peer approval seeking...
"One of the opportunities for hardware and software producers is catering more to people in lower socioeconomic categories who are excluded from premium-priced products. "
There's absolutely nothing wrong with buying non-AAA cheaper games when on a lower income. Been there and done that as a student + school-kid myself, and I enjoyed a lot of Indie games that would have been otherwise overlooked vs an over-obsession with $60 AAA's.
"Women, people of color, the LGBTQIA+ community and those with disabilities are often overlooked."
A relative of mine is a disabled gamer. What p*sses him off the most isn't "this game lacks a person in a wheelchair I can sympathise with" but actual genuine accessibility stuff (eg, lack of rebindable keys for which requests often get dismissed with "use a controller"). In fact another thing that p*sses him off is the fact the word "accessibility" itself has been hijacked for political reasons when for the disabled it has a long-standing meaning of something that's an actual genuine physical barrier to playing, eg, lack of subtitles for deaf gamers in a plot heavy game = literally cannot play at all, not just "I'm a game journalist who dislikes this game's sociological representation, therefore it's unplayable".
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#12
DeathReborn
Perhaps they can help us out a little by scrapping their stupid naming schemes, they should adopt the KISS method for product naming.
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#13
kruk
It is impossible to make a excellent game that will be well received by everyone - if you try to fulfill everyone's wishes, it will most definitely be a mess ...

Also, LOL@Intel for "constantly looking at how to best serve this vast and diverse gaming community". They have been ripping us off with their expensive Quad Cores for years and now suddenly they are trying to sound like they were the good guys all along ...
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#14
Mescalamba
Razrback16
Yep.
And Im really happy if that will be the case.
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#15
R-T-B
BSim500
A relative of mine is a disabled gamer. What p*sses him off the most isn't "this game lacks a person in a wheelchair I can sympathise with" but actual genuine accessibility stuff (eg, lack of rebindable keys for which requests often get dismissed with "use a controller"). In fact another thing that p*sses him off is the fact the word "accessibility" itself has been hijacked for political reasons when for the disabled it has a long-standing meaning of something that's an actual genuine physical barrier to playing, eg, lack of subtitles for deaf gamers in a plot heavy game = literally cannot play at all, not just "I'm a game journalist who dislikes this game's sociological representation, therefore it's unplayable".
Tropico series has usually had options for colorblind people (spectrum tinting). Beyond that not seen much. Excellent point.
Mescalamba
And Im really happy if that will be the case.
You realize this is about gaming/gamers and not hiring practices?
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#16
zlobby
Ahh, thanks, intel! You once more showed you have no clue what's happening around you.
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#17
john_
Well, they do mention persons with disabilities. That's something I guess. But again those people are not in the center of the study, because skin color and gender make bigger headlines.

As for that study, in my opinion. It's just a payed study that says absolutely nothing. The only reason of doing it, is to put a good face for Intel on the news. Nothing more. I mean, look at the findings. "Forty-seven percent of gamers don't play games they feel are not made for them." What the hell is this? This is so abstract it is stupid. So, If I feel that an NFL game is not for me and an American feels that a soccer game is not for them, are we both getting in that 47%? The second one? "One of the opportunities for hardware and software producers is catering more to people in lower socioeconomic categories who are excluded from premium-priced products.". Are people of "lower socioeconomic categories" asking for charity? Should companies start doing more giveaways for the "lower socioeconomic categories" (damn, even the wording feels racist) while increasing the average price of AAA games? Isn't this hypocrisy? As for the third one, hello captain Obvious! How was your day?
Posted on Reply
#18
Razrback16
kruk
It is impossible to make a excellent game that will be well received by everyone - if you try to fulfill everyone's wishes, it will most definitely be a mess ...

Also, LOL@Intel for "constantly looking at how to best serve this vast and diverse gaming community". They have been ripping us off with their expensive Quad Cores for years and now suddenly they are trying to sound like they were the good guys all along ...
Exactly what I was thinking - different types of people like different types of games, and things in general. Just like not everyone likes the same type of cars, or clothes, etc. Specific games and stories are designed for specific audiences, and that's why they sell really well to the target audience. For the same reason that women are more into knitting than guys are, knitting is more targeted at females from a marketing and design angle, and as a straight masculine male I am in no way offended by knitting being marketed to women since it's something they enjoy. I don't need to see equal representation of white masculine males in knitting circles because I don't fucking care and it honestly doesn't make sense to make that an objective for obvious reasons.
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#19
Patriot
john_
Well, they do mention persons with disabilities. That's something I guess. But again those people are not in the center of the study, because skin color and gender make bigger headlines.

As for that study, in my opinion. It's just a payed study that says absolutely nothing. The only reason of doing it, is to put a good face for Intel on the news. Nothing more. I mean, look at the findings. "Forty-seven percent of gamers don't play games they feel are not made for them." What the hell is this? This is so abstract it is stupid. So, If I feel that an NFL game is not for me and an American feels that a soccer game is not for them, are we both getting in that 47%? The second one? "One of the opportunities for hardware and software producers is catering more to people in lower socioeconomic categories who are excluded from premium-priced products.". Are people of "lower socioeconomic categories" asking for charity? Should companies start doing more giveaways for the "lower socioeconomic categories" (damn, even the wording feels racist) while increasing the average price of AAA games? Isn't this hypocrisy? As for the third one, hello captain Obvious! How was your day?
I think john underscores the problem, they are hypocrites and this is marketing with no substance.
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#20
1d10t
Patriot
I think john underscores the problem, they are hypocrites and this is marketing with no substance.
Or you can called them "heroes of politically correct", might suit them well.
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#21
Thorsthimble
Hey Intel, I know this might sound like a completely crazy idea, but how about you just focus on making the d**n processors?
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#23
stimpy88
Just read the Disney Woke manifesto PDF (Allyship for Race Consciousness - Reimagine Tomorrow)
Then you will fully understand the nature of the cancer that is spreading throughout the western world.
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#24
Fierce Guppy
I would like to see the survey given to these gamers to see if the questions were framed in a way as to elicit the response Intel Corp wanted.
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#25
xkm1948
tpu news comments section never cease to amaze.
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