Melanin Gamers Encourages Us to Build a More Inclusive Gaming Experience for Everyone

It’s sad, but true: racism runs rampant in many aspects of society and life -- but this group of gamers is looking to change that. In a digital world where the vast majority of gamers have witnessed emotional abuse, bullying, and hate speech, how can we make gaming more safe and inclusive for all? 

Melanin Gamers is a digital community protecting and promoting diversity and inclusion in the video game industry. While based in the UK, they have universal ambitions to make meaningful and everlasting change to leave the gaming industry in a better way than they found it.

The Toxicity Rating 

TV shows and movies are rated PG, PG-13, and Rated R to help audiences understand what they’re getting themselves into. Similarly, video games are rated by ages for Everyone, Teen and Mature.

But what about rating games for their online toxicity, considering its individual prevalence of abuse, discrimination and violence? 

In March 2024, Melanin Gamers launched the Toxicity Rating, a first of its kind initiative calling on gamers to help identify abuse in specific games and exists to ultimately educate, inform and build a better experience for everyone. 

To contribute, gamers are invited to visit ToxicityRating.com to survey games identifying the level of toxicity within it, providing stats specific to racism, gender discrimination, direct violent threats, sexual content, crude humour, and conversations around controlled substances.

Parents, families and prospective gamers are invited to refer to the Rating, with all gamers welcome to contribute to it. So far, the Toxicity Rating has had over 2,500+ submissions since launch from over 115 countries worldwide.

The initiative launched with five games initially, and thanks to the community, has been able to publish nine titles total to date. The nine games now reviewed include notable titles like Call of Duty, Fortnite, Minecraft, Apex Legends, Valorant, Animal Crossing: New Horizons, Rocket League, Destiny 2, and GTA Online. 

But there’s more work to be done -- Melanin Gamers has identified an additional twelve games that are among this year’s hottest new releases that need to be reviewed. 

Melanin Gamers is calling on the gaming developers and regulators to do more 

In 2022, Melanin Gamers called out one of the gaming industry’s biggest developers, Activision Blizzard, to work towards anti-racism in their titles and provided a checklist of best practices. While some of these suggestions have been implemented, there’s a long way to go. 

So, while developing the Toxicity Rating, Melanin Gamers reached out to the industry’s regulatory body, the Entertainment Software Rating Board (ESRB), to try and create tangible change from the framework, versus companies with shareholders and private interests. The ESRB is responsible for the pre-existing game ratings based on age. 

Unfortunately, while the ESRB applauded the efforts behind the Toxicity Rating, their POV is that the issue of toxicity within online gaming was too large of an societal issue to help solve. 

So, Melanin Gamers is stepping up with the Toxicity Rating since regulators like the ESRB are unwilling to take accountability for its role in perpetuating the abuse and bullying in the gaming industry, and feel that developers are doing enough -- which is just not the case.

The Watch 

In 2022, Melanin Gamers launched The Watch movement to improve diversity and inclusion in the video game community with a mission to get racism out of gaming. The Watch invites gamers to submit racist language they hear on Twitch by using the built-in clip function to capture video and send it directly to @HelpKeepWatch on X (formerly Twitter). 

The Toxicity Rating is just one more way, in addition to The Watch, that Melanin Gamers is working towards a better gaming future for all. 

Unfortunately, racism is only one type of injustice seen in gaming. Melanin Gamers and The Watch is mindful of the intersectionality and various forms of toxic discrimination and abuse that all types of players endure, from sexism, xenophobia, homophobia, and more, and is committed to providing a safe gaming experience for all players.

In their own words 

“Knowledge is power,” says Annabel Ashalley-Anthony, Founder, Melanin Gamers. “Creating a healthy and inclusive gaming environment through Melanin Gamers is my life’s work. The Toxicity Rating is how we can collectively make a real, tangible difference to help identify how harmful some beloved games can actually be and proceed accordingly.” 

"We are proud to work with changemakers like \anin Gamers to confront toxicity in gaming, and being a force for good,” said Steve Persico, CCO of Leo Burnett Canada. "We hope to help drive positive and meaningful change to the industry and contribute to a healthy and safe in-game experience for all."

As long as there is a gap in ratings system among video games, Melanin Gamers and the Toxicity Rating will exist to ensure that gamers, parents and families know exactly what to expect when considering certain titles.

Creative was led by AOR Leo Burnett Canada, with PR support from its network partner, MSL. The campaign is entirely organic and running on social.