A guide to ensuring your marketing and communications strategies match your EDI goals
A studio’s marketing and communications strategy provides an insight to those outside of the organisation – whether that’s your consumer audience or the industry itself – of your values and goals around equality, equity, diversity and inclusion.
When it comes to highlighting your commitment to EDI externally, your marketing and communications strategies are vitally important. On a very basic level, you should ensure your website represents all groups when it comes to imagery, and the same applies to advertising, social media posts – any external communications to the industry and your community at large.
Think about how you represent your studio at expos, conferences and other events. And consider whether, and how, you could work with one of the community groups supporting under-represented individuals in the industry. In games we are fortunate to have some very strong organisations representing all groups.
But it is vital that you don’t use an alignment with one of these groups as merely a ‘tick box exercise’. If you are not authentic about being an ally to these organisations, it will soon become obvious.
First and foremost, it’s essential to make EDI a central part of your studio’s overall mission and values. This means not only committing to creating diverse and inclusive games but also ensuring that your marketing and communications reflect these values. This can include everything from the images and messaging used in your marketing materials to the events and conferences you choose to participate in. By prioritising EDI in everything you do, you’ll be able to build a stronger connection with your audience and stand out as a company that truly cares about its customers, as well as its employees.
One way to demonstrate your commitment to EDI is to be transparent about your studio’s diversity and inclusion efforts. Consider publishing an annual diversity report that outlines the make-up of your team, including the number of employees from under-represented groups, as well as any initiatives you have in place to promote diversity and inclusion within your organisation. This can help build trust with your audience and demonstrate that you are actively working to address any gaps or issues within your company.
Another key component of marketing and communications with EDI in mind is to ensure that you are engaging with a diverse range of voices and perspectives. This means not only seeking out input from employees and stakeholders from underrepresented groups but also working with a diverse range of content creators, influencers, and media outlets to promote your games and brand. By intentionally seeking out and engaging with a diverse range of voices, you can help ensure that your marketing and communications are representative of a broader range of experiences and perspectives.
When it comes to promoting your games, it’s also essential to consider how your marketing materials might be perceived by different audiences. It goes without saying that this means avoiding stereotypes, offensive language, or imagery that could be seen as insensitive or offensive. Additionally, it’s crucial to consider how different groups might experience your game differently and to ensure that your marketing materials are inclusive and welcoming to all players.
Finally, it’s essential to be mindful of how your marketing and communications efforts intersect with broader societal issues. For example, if your game includes themes or content that could be seen as controversial or sensitive, it’s essential to consider how you communicate about these issues and to engage with your audience in a way that is respectful and inclusive. This might mean creating content that addresses these issues directly or working with community organisations to ensure that your messaging is sensitive to the concerns and experiences of underrepresented groups.
Overall, marketing and communications with EDI in mind requires a thoughtful and intentional approach. By prioritising EDI in your studio’s mission and values, being transparent about your efforts, engaging with a diverse range of voices and perspectives, promoting your games in an inclusive and welcoming way, and being mindful of how your messaging intersects with broader societal issues, you can build a strong and inclusive brand that resonates with a broad range of audiences.
