By Tina Shaw | Associate Creative Director | Activision

Why this LGBTQIA+ female creative leader joined the gaming industry at a time when discussion about diversity, equity, and inclusion is at a fever pitch. 

I am a part of the 49%*, a female gamer in the United States. But that’s not all I am. As an out business leader—and the creative director overseeing Activision’s Mobile, UA, Social, and Emerging Franchises Creative Team—I feel that I’m visibly working at the forefront of diversity and inclusion, thought leadership, and innovation in the gaming industry. 

Just over a year ago, I joined the world of gaming after an award-winning creative career in marketing for prestigious television networks and entertainment agencies. Though my time had been rewarding and creatively challenging, after more than a decade, I realized I was burning out. How many more unique ideas could I generate for shows that had been on the air for six or more years? 

As I considered my next career move, the memory of my love for video games whispered: “What about gaming?” The question intrigued me. Could I transfer my skills to a different arena of the entertainment industry? Could I learn what I didn’t yet know as an experienced executive? And most of all: Would I find gaming receptive to my core values and authentic self? 

Friends and colleagues wanted to know why I would join an industry with a reputation for male privilege and traditional ways of thinking. I had a good job, an established career, solid credibility, and lots of transferable skills, but not in gaming. Could I make such a daunting leap? 

The answer was yes. I saw that change was on the horizon for women and the full scope of diversity, equity, and inclusion in gaming. I wanted to be an active force in the revolution. I wanted to improve the culture for a form of entertainment that meant, and still means, a great deal to me. 

After a year in the job, I’ve found that while gaming is hardly immune to the DE&I issues that affect corporate America, the inverse is just as true. I have received unconditional support from my male executives, observed enthusiastic collaboration from my male colleagues, and witnessed a clear desire, regardless of gender, to think in innovative ways to make the evolving landscape of games more accessible and representative for anyone who plays them. 

In other words, I’ve found my people. My nerds. My passionate creatives and gamers who are committed to diversifying the industry. (Reputation, meet reality.) And I discovered that the people who make and market today’s games are just as diverse as the gamers they serve—a welcome surprise.

But I wondered… why was it a surprise to me? That should be the norm, not the exception. So I did a bit of research. According to the American Gaming Association, ethnic and racial minorities make up 61% of the gaming workforce, significantly higher than the national average of almost 42%**. If the gaming industry is making notable strides across ethnic and racial diversity, it would only make sense that it would, and should, be doing the same toward gender equity and inclusion. This is the point where I have joined the revolution. 

As I enter my second year at Activision, I’ve been reflecting on my contributions and how I’ve actively engaged on these matters. I’ve spoken internationally about creativity and meaningful ways to bring inclusiveness into the content. I’ve volunteered for organizations within the LGBTQIA+ community and women’s groups to continue building awareness. I’ve built creative teams with an emphasis on talent and diversity to reflect the world we live in. I have mentored men and women in building their professional journeys while also crafting their personal brands. And I have tried, and continue to try, to be an example, and I’m still learning and growing myself. 

Progress is happening, albeit slowly. Today, 48% of the gaming workforce** identifies as female. We as a community need to allow for the time, belief, work, and the want to make the situation better. We can only change the environment by being a part of the change itself. And make no mistake, the gaming landscape is evolving into a more inclusive, equitable, and representative space for gamers, developers, and content creators of all backgrounds. 

To stay motivated—for myself, my team, and my colleagues—I choose to remember the progress that has been made to date, investigate the challenges that remain, and push towards equity where diversity and inclusion are at the heart of the gaming experience. 

This work isn’t about checking boxes—it’s giving invigorated life to the gaming community. We are gamers and we are leading the revolution. The statistics don’t lie. At its core, it’s really very simple: We play better together. 

* Distribution of video game users in the United States as of March 2023, by gender, Statista, 2023

** Diversity in the Gaming Workforce, American Gaming Association, April 2023