ABOUT

Women make up approximately half of the gaming community. They are successful in eSports and hold leadership positions in the gaming industry. Despite this, gaming women not only have to fight against their opponents, but also against prejudice and sexist discrimination. As a result, many female gamers lose the fun of playing – with significant real life consequences. “Gaming for everyone” isn’t just a slogan for us. After launching a worldwide initiative during Women’s History Month, we took our most sacred piece – the controller – and turned it into a statement for equality. We replaced the controller's “B button” with the “equal symbol" and added a special function: by pressing it, gamers hear inspirational and supportive messages from the most successful women in the gaming industry. The limited-edition controller was designed in 10 different special packaging, created by internationally renowned illustrators like Matt Taylor, Sam Rodriguez, Muti and many more – to honor women and diversity in gaming with a diversity of illustration styles. The Equality Controller came in four different designed packaging boxes and was limited to 100 pieces, all of which were sent to influential and supportive female gamers in 23 countries in 4 continents. In unboxing videos and reviews, they introduced their followers to the Equality Controller and the idea behind it, talked about their own, very personal experiences with sexism in gaming and encouraged female gamers around the world. Important and influential specialist media took up the topic and reported on it. With 100+ million contacts, 90+ million send outs in the form of special illustrated wallpapers and gamer themes and an increase in search queries by 1500% (#womeningaming or #gamingforeveryone), we brought the topic to the public's attention and made women in gaming more visible.