The Intersection of Gaming & Culture: How LGBTQ+ Consumers Inspire Gaming Trends

Is your brand engaging at the intersection of gaming and culture to attract new customers and fuel growth? Gaming has evolved from a hobby into a major form of entertainment with a significant impact on popular culture, especially among the LGBTQ+ community and younger generations.

LGBTQ+ Americans are shaping gaming as part of culture by putting a unique spin on this universally beloved activity with authentic self-expression. This creativity influences how other consumers express and embrace their individuality, inspiring new cultural trends and societal norms. Simply put, gaming is a strong medium for brands to fuel growth with LGBTQ+ consumers, and the LGBTQ+ community at large.

In today’s dynamic business landscape, it’s crucial to understand the intersection of consumer trends and cultural shifts. The world’s leading brands turn to Collage to learn how to build trust with the LGBTQ+ consumer segment, as the inherent diversity within the community presents a unique opportunity for businesses to forge connections through authentic and inclusive marketing campaigns.

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Tristan Marra, Vice President of Research & Reports at GLAAD, joined me to dive deeper into the LGBTQ+ influence on gaming, as well as the community’s prevalence and representation in games.

Here are four key takeaways from our discussion that can help kickstart growth and fuel Brand Love:

1. LGBTQ+ Investment in Gaming: LGBTQ+ Americans are significantly more invested in gaming and fashion than their straight and cisgender peers. This indicates a unique opportunity for brands to engage with this segment specifically.

2. Community Building and Expression is Key: Gaming is just as much of a platform for LGBTQ+ individuals to explore and express themselves as other consumer outlets. Modern gaming platforms offer customizable characters and interactive functions that help build inclusive communities.

3. Online Gaming Hostility: Despite the inclusive nature of many games, online gaming can often be a hostile experience for LGBTQ+ individuals. Over half of LGBTQ+ gamers report experiencing harassment and aggression, which can deter many from participating in the gaming community. This is an especially important point to tackle, as a significant percentage of LGBTQ+ gamers have reported that gaming helps them cope with adversity, a sentiment particularly strong among those residing in regions with anti-LGBTQ+ laws.

4. The Continued LGBTQ+ Representation Gap: There is still a need for more LGBTQ+ representation in games. Currently, less than 2% of video game characters and storylines include LGBTQ+ representation, indicating a significant inclusivity gap within the industry.

In the current digital era, inclusivity and representation in the gaming industry hold immense potential to influence societal attitudes, given its extensive reach and popularity across diverse age groups. The gaming industry is a clear opportunity for your brand to grow; it has emerged as a formidable platform for the LGBTQ+ community, serving as a secure space for exploration, connection, and expression.

The interactive nature of modern gaming platforms facilitates the creation of inclusive communities, enabling players to experiment with their identities. This aspect particularly resonates with younger LGBTQ+ individuals, who are deeply intertwined with technology and digital culture.

Contact us to learn how you can take a deeper dive into our Passion Points research and discover how embracing consumer culture is a key component of brand growth. We look forward to partnering with you and continuing our contributions to authentic brand engagements that elevate diverse consumer voices year-round.