Electrical retailer Currys has launched a month-long content partnership with Jungle Creations to celebrate diversity within the gaming industry.
Brokered by creative agency Spark Foundry and SPP Media, Currys’ partnership with the social publisher will aim to break down pervasive stereotypes within the gaming industry, despite the fact that recent research has indicated that it is growing ever more diverse.
Across three content episodes created in partnership with Nintendo, Xbox and Intel, the ‘true faces’ of gamers will be revealed, helping to fight preconceptions.
“We love that this campaign challenges the gaming stereotype and reveals the many different types of people that make the community so rich and varied,” Currys senior advertising and digital manager, Ernest Osafo said.
“Contrary to what is still the typical image of a male teenager sitting in a basement, our research shows that almost half of gamers are female with significant proportions who identify as disabled or from minority ethnic groups.”
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Housed across Jungle Creations’ own entertainment brand VT, the campaign will run for four weeks, with additional content pushed out via Instagram, YouTube, Facebook and TikTok.
Spark Foundry managing director, Rebecca Dorfman added: “We know there is so much potential to be unlocked when it comes to reaching gamers as brands continue to explore this media channel.
“Marrying up Currys with such an influential host of gaming brands will ensure that this content engages a broad audience and aptly reflects the evolution of the industry.
She continued: “The three content episodes aim to inspire a new generation of gamers, encouraging people from all walks and stages of life to consider gaming.”
