AB inBev and Ogilvy Perú Join Forces Against Gaming Stereotypes

One of the fastest growing industries in the world of entertainment is gaming. However, there is a latent problem that has been going on for years and still needs solutions: female hyper sexualisation in games. The female avatars present in gaming tend to have large busts, short skirts and few clothes, something that bothers, especially, the new generations.

For this reason, Backus-ABinBev together with Ogilvy Perú created ‘Shed skin’, an initiative that seeks to give young gamers a voice in relation to their participation in the industry.

To achieve this, they worked on Core, a free-to-use platform in which each user can intervene with their avatar, their world, and their skin. And, together with young gamers and specialised designers, they co-created new skins far from hyper sexualisation and more aligned with real tastes.

“We developed new avatars so that more girls would use them and thus combat one of the great problems present in game platforms: participating with male characters, which girls often chose to avoid offensive comments, or hypersexualised female characters that do not represent them. Throughout the creative process, working together with women who have shared their vision and experience was fundamental and very enriching”, assured Yasu Arakaki, chief creative officer of Ogilvy Peru.

“At Backus-ABinBev we seek to create a movement where gamer girls feel represented and comfortable playing video games, we seek to break with the imposed stereotypes and create a more inclusive community,” said Alessandra Alegría, marketing lead.